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Major Module VI - Business Projects

Business Project II - “Developing a marketing strategy for fulfillmenttools, a B2B fulfillment platform, focusing on mid-size businesses as a target group”in cooperation with OC fulfillment, by REWE digital

 

Seminar (14266.0007)

Instructor: Dr. Thomas Scholdra, Prof. Dr. Werner Reinartz

The course will entirely take place virtually via Zoom.

April, 1st 2020, 12.15 – 12.30

Course registration

April, 21st, 15.30 – 17:00

Kickoff

May, 18th

Hand in mid-term presentation

May, 19th, 13:00 – 16.00

Mid-term presentation

June, 22nd

Hand in final presentation

June, 23rd, 13.00 – 16.00

Final presentation

July, 31st 2020, noon

Hand in project report

         

Course Description:

Background information: The retail sector in Germany is undergoing a transformation process. Operators of stationary stores only have a future if they dovetail their branch network with fully-fledged e-commerce offerings and integrate future-oriented services such as Click & Collect. The biggest challenge here is the digital and technological backlog demand. This is where the new start-up "OC fulfillment GmbH" with its "fulfillmenttools" platform comes in. Emerging from REWE digital's innovation hub, the service provider has set itself the goal of supporting market participants from all industries in building their own omnichannel experience world. In doing so, OC fulfillment acts independently, with an experienced team of founders and developers with many years of expertise. The young company is the first spin-off of REWE digital, which is thus independently making its tried and tested, successful solutions available to all trading companies.
Based on the "in-store fulfillment" approach, the "fulfillmenttools" platform quickly and profitably takes e-commerce fulfillment for retail companies to the next level of development: from the internal distribution of orders to the optimal processing location to the transfer of the order to the shipping service provider - all processes are mapped in the cloud-based solution. The platform is industry-independent and is aimed primarily at high-growth omnichannel retailers, whereby it can be specifically adapted to the respective customer needs.

The task: As a team of consultants to OC fulfillment's marketing managers, your task will be the following: You will analyze OC fulfillment’s target group of mid-size businesses from the sales team’s perspective. Then, you will develop a holistic strategy and suggest concrete tactics to approach this specific target group. A special emphasis should be placed on non-traditional solutions that are able to cope with and leverage the ongoing digitization of interactions, especially in face of the COVID-19 pandemic. As this development is transforming the traditional in person sales pitches and tradeshows, new approaches are required. For example, there is a strong trend towards content-based strategies in which companies are trying to generate awareness through free content for business partners and customers in the form of digital seminars and whitepapers and the importance of social media and digital touchpoints in general. Best practices from other companies may be a valuable source of information in your endeavor.
You will be working in teams of 3-5 students and in close cooperation with OC fulfillment's marketing managers. Using empirical methods of your choice (e.g. surveys, in-depth interviews or statistical analysis of company data), you are developing and presenting practical recommendations for your client OC fulfillment that helps the company to reactivate existing or introduce new brands.

What is a Business Project?

In a business project, students work on current managerial topics in close cooperation with a company representative. The goal is to apply scientific theories and methods on the issues at hand and based on this to derive concrete recommendations.

Students learn to utilize knowledge and skills gained during their studies, to manage a project, and to work in close cooperation with a company. Furthermore, presentation skills and team work are honed. 

Execution of a Business Project

Each student is assigned to a group of 3-5 persons working together as a team. The groupings are disclosed during the kickoff of the course. Students are expected to self-reliantly organize their project work and analyze secondary data and market studies as well as conduct empirical research (e.g. surveys, focus groups, expert interviews, …). The students have the opportunity to receive feedback from their tutor(s) as well as from a business advisor.

After approximately half of the editing time has elapsed, students will hold a mid-term presentation. This presentation is not graded but offers an opportunity to receive in-depth feedback from tutors and fellow students.

At the end of the editing time, students will hand in a written project report and a final presentation. The course concludes with each team presenting their research results in front of representatives of the co-operating company, tutors, and fellow students.

The project report should have a length of 25-50 pages. The presentation consists of a 30min presentation and 15min discussion. Both final presentation and project report are part of the final grade. Details on formal requirements and grading will be discussed during the kick-off.

Dates

April, 1st 2020, 12.15 – 12.30

Course registration

April, 21st, 15.30 – 17:00

Kickoff

May, 18th

Hand in mid-term presentation

May, 19th, 13.00 – 16.00

Mid-term presentation

June, 22nd

Hand in final presentation

June, 23rd, 13.00 – 16.00

Final presentation

July, 31st 2020, noon

Hand in project report

Before you register for the course, please ensure that you will be able to attend all of the above dates! Attendance is compulsory for all participants.

Examination:

The examination consists of a report and a presentation. Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the  Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss ein Report angefertigt und eine Präsentation gehalten werden. Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Prüfung anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim  Prüfungsamt über alle klausurbedingten Fragen.

 

Criteria for course credits:

  • Presence at all course dates
  • Active participation in the group work
  • Handing in a project report (20 pages)
  • Handing in and presenting a mid-term and final presentation (30 minutes presentation, 15 minutes discussion)
  • Active participation in the discussions