Major Module Business Project

International Digital Marketing @ ULLINJ – A startup for sustainable premium olive oil

Seminar (14266.0110)

            Instructor: Prof. Dr. Franziska Völckner
            Date, Time &  Room: see KLIPS

The main learning objective of this course is to acquire experience in solving an applied marketing case, which will prepare students for possible challenges in their future working life. Thereby, the course will facilitate a deeper understanding of real-world marketing problems and their solutions in business practice. Moreover, the course will train social and communicative skills as a presentation and an executive summary has to be prepared in teams.

This course will introduce students to applying their marketing knowledge to real issues of day-to-day business life. The business partner is ULLINJ, a small startup that produces premium olive oil in Albania in collaboration with small farmers, ensuring fair and transparent practices. You will slip into the shoes of a Head of International Digital Marketing of the brand ULLINJ and develop a connected and digital innovation strategy to attract consumers in Germany and expand into the Scandinavian markets. In group work (2-4 students), you will develop an integrated marketing concept with a special focus on defining an integrated digital campaign that highlights sustainability and design to attract and retain customers.

The learning objectives of this course include:

• Understand and apply theoretical knowledge and scientific methods (including empirical work) to practical business challenges.
• Develop analytical and problem-solving skills
• Work in a team and refine project management skills
• Accomplish a specific task within a specific timeframe and deliver it according to expectations.