Consulting projects for companies are a key part of the curriculum in the Master’s program in International Management and Leadership at Lauder Business School. In their 3rd semester of studies, students work in teams to create solutions for specific challenges. For Philips Speech Processing Solutions, the task was to develop a global marketing campaign to help raise awareness of the company's dictation workflow solutions among younger legal professionals. The dairy company NÖM sought strategies to sustainably and significantly increase the appeal of its fruit yogurt lines among Gen Z consumers.
In both projects, students developed their marketing strategies based on thorough analysis:
- The Speech Processing Solutions team identified future IT trends in the legal industry, examined how younger legal professionals use technology in their daily work, and created a tailored campaign aimed at making Philips´ dictation solution more appealing to younger lawyers worldwide.
- The NÖM team conducted focus group discussions, product tastings, and a complementary survey following an extensive literature review, developing new strategic approaches to enhance the attractiveness of NÖM fruit yogurts among Gen Z consumers.
Both project teams presented their results and strategies to executive members of the partner companies, who were highly impressed by the students' professional approach and the exceptional quality of their work. The goal of these consulting projects is to provide students with practical experience and to equip them to tackle successfully future professional challenges.