The Smokin' Bean coffee case study allows marketing students to put theory into practice - preparing them for life after Aston.
MSc Strategic Marketing Management students take on live marketing case study.
Aston University MSc Strategic Marketing Management students have taken part in live case study as part of their Integrated Marketing Communications module.
For this module, students worked on a marketing communications plan to increase awareness of Matthew Algie's brand Smokin' Bean 'coffee to go' within the Birmingham area, with a view to increase footfall and sales.
Representatives from Matthew Algie - Martyn Spence (Channel Manager- Coffee To Go), Dawood Palekar (Customer Marketing Manager) and Scott Dugmore (Business Development Manager), visited campus to cover material regarding the company and the brand.
As part of the module the students will take on the role of a marketing consultant, producing a report outlining a 12 month marketing communications plan for Matthew Algie Senior Management. The company want to increase awareness of the brand with an increase in footfall and sales. The students will use an appropraite marketing communications planning framework to do this. The report will include key areas such as a contextual analysis, objectives and suitable evaluation and control mechanisms.