Faculty of Business and Law

School of Marketing and Management

Image: Project slide

Academic Year: 2020-21

Project Leader: James Lanham

Partner University(s)/Organisation(s): Jose Maria de Fonseca Wineries (Portugal)

Project Overview:

At PG Marketing Course Direction, we were lucky to establish an excellent collaboration with a Portuguese winery, Jose Maria da Fonseca, based at Azeitão, a few miles south of Lisbon. The JMF Marketing Manager, Denise Madeira, presented us with full background information regarding three of their unique brands.

Because of the possibility of working with this fine international winery, PG Marketing Course Direction decided to explore avenues that could truly enthuse students with authentic marketing problems to be resolved. The Assessment Brief for Marketing Communications called for students to provide a situation analysis regarding the launch of one of the above brands into a country of choice. The teams had to make an advertising pitch of their ideas to the module leader. Finally, pitches were made to JMF Marketing.

During this process the Marketing Manager of JMF made a Conference Call on MS Teams to explain current strategy and to answer questions and was available for meetings with teaching staff.

The resulting work, a 1600-word individual report, constituted 100% of the student grade on that module. JMF Marketing and Direction considered the best pitches and chose one for the very successful CUMMAS Awards, held at the end of March 2021.

Online Tools Used: Email, YouTube, Microsoft Teams

Things to remember:

A COIL project can run on mandatory basis and be linked to assessment.