The Marketing Club organised and completed its trek for the MBA class of 2018 to Amsterdam, Netherlands on March 30th and 31st 2017. Based on our inputs from Members, we focused on the key sectors and facets of marketing that they were most interested in, namely in the FMCG, Retail and Technology space. Here is a brief overview of what we learnt on this memorable trek!
Eight students had the opportunity to visit the global HQ of Tommy Hilfiger (parent PVH Group) in Amsterdam. The company visit was focused on digital initiatives and customer engagement. In the first half of the visit, participating students were given the opportunity to present their solutions for the case “Tommy Concept Store of the Future”. A panel from the brand and marketing departments discussed and validated student’s proposals and gave insights into the project and their past experiences, enabling knowledge sharing in the fashion and retail industry.
In the second half, students visited the Tommy Lab to test and give feedback on various digital prototypes designed for stores. Role-playing as a customer allowed members to get an in depth understanding of the importance of user experience and challenges off streamlining offline and online activations.
Wieden + Kennedy
Another company that we visited during this years´ marketing trek was Wieden+Kennedy, one of the world’s most creative marketing agencies worldwide. First, we got a company introduction from Sophie Worth, head recruiter, and insights about the hiring process and requested candidate profiles.
Afterwards the Managing Director of the Amsterdam office shared with us his experience gained during past projects and we talked about the future work of marketing agencies (e.g. Marketing in augmented reality). The sessions were followed by a company tour astonishing us with vintage furniture, open workspaces, a garden, and a bar. We came to know Weiden+Kennedy as a great agency and potential employer for creative MBA students
Our last company session of Day 1 had our members visit Adidas B.V for an enlightening round of sessions on their e-commerce business and its importance to their long-term strategy for their growth. We had sessions on user experience, online marketing, the importance of analytics to drive sales and the key metrics that are used to evaluate the success of a product online.
We also got an opportunity to brainstorm on how to increase sales of a particular product online before having an illuminating session with Kristen Eagan, Recruiter on what opportunities were available in Adidas in Amsterdam.
Our members were also able to attend an enlightening session organised by the Amsterdam chapter of the ESADE Alumni Association featuring a talk by Mr. Sebastian Kortmann, Dean of Amsterdam Business School. The event was a great networking opportunity and our members along with the members of the Design and Innovation club were able to meet with some of our Alumni and learn about careers in Amsterdam.
We started Day 2 with a session with David Van Damme, head of Business Development for Bunq focused on their product, value proposition and expansion strategy. We learnt about their omni-channel strategy and some of the accolades they have received in the Netherlands market. We also had an opportunity to have a discussion on strategies to expand to other European markets and key partnerships that would help in this regard.
For our last session, we visited the local office of Unilever in Rotterdam. We received a comprehensive presentation from Ram Huigen, a Senior Brand Manager and ESADE Alumni, about Brand Management at Unilever. Amongst others, we talked about the whole process of a marketing campaign from defining the decision criteria to the final print advertising. Furthermore, Ram explained us the background about the repositioning of AXE as a brand focused on the individual (Find your magic). We got to know which guidelines a local brand manager receives from headquarters and how the execution can differ in each country. Overall, we got a great overview about the daily work of a Brand Manager at Unilever and had a good opportunity to network.
Thanks to all our members and our partner companies who made the trek a truly educational and memorable experience!