Welcome to Marketing Consulting Project Every year, our MSc Strategic Marketing students are given a real-world marketing problem / opportunity on a Friday and present to senior managers from the firm on the Friday of the following week. The “client” and faculty judge the presentations, score them and announce the winner on the day. The problem is presented in the form of a consulting brief and the week is role play where you work in learning teams as competing consulting firms trying to win the business by demonstrating imaginative but rigorously developed solutions. The real-world nature of the problem, judged by the client’s managers, and the insight that these managers bring, makes MCP memorable and a highly effective learning experience. For many of you, MCP is the highlight event of the year. The companies with whom I have worked have all felt that the small investment of their time was well worth the effort in terms of fresh ideas and supporting future business leaders. Your recommendations may well be implemented by the client company. The faculty on this module are myself and Professor Vasilis Theoharakis; two highly experienced (I won’t say old!) business people and very familiar with management consulting. I was a consultant for about 10 years working with global marketing and IT consulting firms. You are picking up the brief today, you have this evening to look at it within your teams and come up with questions you need answered. Tomorrow you will have about 90 minutes with the client to ask questions team by team. On the Tuesday next week, each team will have 30 minutes with either Vasilis or myself to present where you are at. Use the time wisely and focus immediately on your recommendations and strategy. We will run these meetings as part of this simulation, we will be very tough on you and focused – be prepared. On Friday, you will make a 15-minute presentation to the client and take questions for 10 minutes. You will also hand in a PowerPoint deck with detailed financial analysis of your recommendations. That day, we will announce the winning team in each stream. In most years, this MCP is the first time most people really had to work in teams – really had to give-and-take, and find consensus in a competitive situation. Welcome to the real world! This will strain your team working skills more than any other exercise we do together. Reflect in-the-moment as you go through the week. Learn about yourself and how you can work best in a collaborative team – because that is what most of you will be doing upon graduation. For me, MCP is as much about you and teamwork as it is about the content. Never has a divided team, full of rancour and division, ever performed well let alone win the competition; regardless of how talented the individuals within it are. COMBO WITH 3 PPT SLIDES
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