Κολέγιο CITY College
Main Campus, Thessaloniki, Greece
24 September 2024
Shaping the Future of Marketing: CITY College students offering innovative strategies for KONVA’s product launch
- Real-life experience: students collaborated with a leading company to develop a marketing strategy for a new product line.
- Cutting-edge solutions: leveraging influencer marketing, social media campaigns and fitness-related events students targeted at engaging health-aware consumers.
- Industry collaboration: the collaborating company’s active involvement provided valuable insights and real-time feedback, enhancing the students’ professional development.
As part of their third-year Business Studies programme, undergraduate students of the Business Administration and Economics Department engaged in a real-world consultancy project in collaboration with KONVA AEBE, a leading Greek company in the seafood industry. KONVA, known for its population brands TRATA and Flokos, sought fresh promotional strategies for its new product line, TRATA High Protein Meals.
The students’ task was to develop a comprehensive and cost-assessed 12-month promotional plan aiming at raising brand awareness, increasing sales and enhancing KONVA’s brand image. Focusing on the suggested by the company target population of Greek consumers aged 18-43, passionate about fitness and wellness, the students proposed a variety of strategies including social media marketing, influencer partnerships, event marketing and strategic alliances.
Under the supervision of Dr. Fenia Mavrodi, the students conducted thorough primary and secondary research, exploring marketing trends and consumer preferences in Greece. Their innovative strategies aligned with modern digital marketing trends, including Instagram and TikTok content creation, giveaways and fitness-related events.
Ms Gianna Tzika, CEO of KONVA, and Ms Korina Matsouka, Marketing Manager of KONVA, were actively involved in guiding and supporting the students’ research and recommendations. This hands-on project allowed students to apply their academic knowledge to solve real-life business challenges and gave them the opportunity to work closely with a company and its key-stakeholders; hence offering valuable insights into the professional world of marketing and brand promotion.
What is the Practicum?
Business Practicums are supervised action learning projects designed to provide students with an opportunity to manage a project for an organization (“participating company-client”). They aim to successfully bridge academic knowledge and the development of professional skills and employability.
They are team-based and normally delivered over a semester requiring students to devote an average of 150-200 hours in total (depending on the nature of the project). The student work is complemented by classroom-based teaching/mentoring.
The precise nature of the project can vary enormously depending on both the nature and the needs of the organisation. Participating companies can be large corporations or small local businesses. The common denominator is a genuine need for help with a problem or appreciation of the added value of some independent research beyond the resources or capabilities of the participating company. This may be a general management problem, a marketing issue, a finance matter or any number of specific challenges.
Accreditation and Recognition by:
