IEU Labs | Marketing & Consumer Insights Lab

Marketing & Consumer Insights Lab

Develop brand building & strategy and prepare marketing plans for your clients.

Description

This Lab aims at developing consultancy skills targeting real-life marketing problems and opportunities. Students will be part of a guided task force that works in conjunction with marketing executives from companies operating at local or international markets.

Marketing and consumer insights are a live discipline that currently faces a dynamic environment. Whether a start-up or multinational company, marketing managers are in need of continuous contact with consumers to identify current and future needs and wants.

Students from all Bachelor degrees are welcome to participate as members of our team of consultants for this academic year.

Objectives

Branding: strategy/ positioning, equity (awareness/ image/ loyalty) and brand elements (naming, logo, etc.).

Marketing mix and 360º plan: product development, pricing, placement and promotions.

Market research: competitive landscape analysis, penetration of markets, brand audit and product assessment.

Consumer behavior: trends, consumer insights and motivations, segmentation, buying decisionmaking process analysis.

International marketing: internationalization of products/ companies, potential new market analysis.

Business challenge and strategic framework: definition of business opportunities based on in-depth consumer, market and company analysis.

EXAMPLES OF CONSULTANCIES & CLIENTS

Vicious Magazine
Analysing all the company's social media strategies in comparison to the competitors, and elaborating a business plan to monetize their existing database.
Mondelez
Delivering a positioning statement and a 360° plan.
Twitter
Providing cultural insights for strategic topics of twitter and new ideas to communicate these.
PwC
Generate a strategy to attract talent from university students and position the company as a benchmark brand within universities in order to attract the best profiles.
Amazon Web Services
Provide advice on how to position AWS as a company that brings value and is committed to Spain, and as a technology advisor to marketers by leveraging Amazon´s vast experience, and how can AWS engage and enable SMBs in their digital transformation.

Lab Directors

RAMÓN MÉNDEZ

rmendez@faculty.ie.edu

Ramón is a brand strategy consultant with a 19-year experience. He led different in Unilever and Mondelez for twelve years. Then he moved to BMC Strategic Innovation as a European Director, working with Coca-Cola, Heineken, Nespresso… He has been teaching at IE since 2010, combining it with his consulting projects.

ROSAMARIA REIG

rreig@faculty.ie.edu

Marketing, Communication and Innovation professional with 17 years’ experience within Financial Services, Consumer Electronics and Hospitality sectors. MBA at IE Business School and Associate professor at IE Business School, UCM (Universidad Complutense), ICADE & Eserp Business School. Fluent in English, Spanish, Italian and Catalan, I am used to working in diverse environments where cultural adaptation and flexibility has been crucial. Passionate about marketing, technology and digital innovations, currently investigating for a PhD in Behavioral Marketing within Financial Services.