Overview
What this challenge is about.
Develop a comprehensive marketing strategy including STP analysis, a refreshed marketing mix, and a customer lifetime value model. Deliver a 10-slide deck with key recommendations, a one-page executive summary, and a data appendix. Success is measured by clear segmentation, innovative positioning, and actionable tactics that align with the brand's heritage while appealing to Gen Z values such as sustainability and authenticity.
The Brief
What you'll do, and what you'll demonstrate.
How can SweetHeimat reposition itself to attract Gen Z consumers without alienating its existing customer base?
Earning criteria — what you'll demonstrate
- Apply STP framework to a real brand
- Calculate and interpret customer lifetime value
- Design a marketing mix aligned with brand strategy
- Integrate sustainability into marketing decisions
- Use data to support strategic recommendations
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.