Students tackle real-world marketing challenges
How can Backaplan become a destination for circular consumption? And how can visitors coming to Ullared for shopping be encouraged to explore more of the surrounding area? These are two of the real-world marketing challenges that students on the Master’s Programme in Marketing and Consumption have been working on.
In the Marketing Case Analysis course, students have the opportunity to put their academic knowledge into practice and develop solutions for companies and organisations. Working in groups, they have tackled specific challenges presented by Mötesplats Backaplan, Destination Falkenberg, Frölunda HC, Nääs Castle and School of Crafts, the Gothenburg Natural History Museum, MQ Marqet, Region Västra Götaland and the start-up Saddle Scanner.
Circular consumption as a new identity for Backaplan
One of the student groups worked with Mötesplats Backaplan, a joint platform for property owners and businesses in the area. In recent years, several large vintage and second-hand shops have opened in Backaplan. The area is also home to businesses offering repairs for clothes, shoes, watches and bicycles. The students were tasked with developing a strategy for how Backaplan could build and communicate a stronger identity as a destination for circular consumption and sustainable lifestyles.
“It was a really interesting marketing case to work on. We have learnt a lot of theory, and this gave us the opportunity to put it into practice. We spoke to many different stakeholders and gained several perspectives on the challenge. Our coach has been very helpful and has even invited us to their next board meeting,” says student Lien Nguyen.
Together with Kasfa Mehnaz, Areeja Noor and Asli Yussuf, she proposed creating a map bringing together the area’s second-hand and reuse businesses. The group also suggested creating a community garden that could serve as a meeting place and provide a setting for a range of sustainability-related activities.
An academic perspective on the challenges facing retail
“The students have done an incredible job,” says Håkan Schutz, Chair of Mötesplats Backaplan and the group’s coach during the project.
He has been involved in the course for several years and sees the collaboration as an opportunity to gain new perspectives on the development of Backaplan.
“This is a fantastic opportunity for us to gain an academic perspective on the future challenges facing Backaplan. There is a great deal happening in the area, and I personally learn a lot from the collaboration. I am passionate about education, and the retail sector needs well-educated people,” he says.
From a shopping trip to a wider travel experience
Another student group was presented with a challenge from the tourism sector. They explored how the millions of people who visit Gekås in Ullared each year could be encouraged to stay longer and discover more of the surrounding area. Their task was to investigate how a shopping trip could be developed into a broader travel experience that includes an overnight stay.
“We presented an influencer marketing strategy designed to reach visitors before their trip, so that they can make decisions about accommodation while they are planning their visit,” says student Lulzim Hajra.
The assignment also involved exploring how synergies could be created between Gekås and Destination Falkenberg.
“The most interesting and challenging part was working with both organisations and finding a solution that worked for both of them. It really pushed us to apply all the theoretical knowledge we have gained so far,” he says.
