Sweden - Global Business Project:
Positioning and the Consumer Journey in
Marketing Communications Strategy
Is this program for me?
This course uses a consulting practicum with Volvo to teach students how to develop a positioning statement and consumer journey and implement them into a marketing communications strategy. Volvo wants to establish itself as a consistent car brand throughout the world, so it needs to understand how to do this through an understanding of its consumer journey. The goal is to establish a positioning and communications strategy to retain its position as the global market leader with a unique type of luxury brand.
Ultimately, the course provides the opportunity to learn about the car market that is undergoing dramatic changes throughout the world. While in Sweden, students will visit diverse companies and venues and will meet and present to a team of judges from the client. In general, they will have an insight into Scandinavian thinking, culture, and business practices.
In Sweden, students will visit Volvo headquarters, have a tour/lecture at Volvo, and Forsman & Bodenfors Advertising (recently voted the “world’s most creative agency) and will visit last year’s client, global giant SCA. In addition to the academic opportunities, students will visit cultural sites in Stockholm and Göteborg, Sweden. Before and after the course, students are free to travel on their own to nearby Copenhagen (3 hour train trip), Oslo, Helsingborg, and/or Malmö.
For a more detailed program description, please see: Program Description for Sweden STAP Maddox.pdf
The course will give students experience with the segmentation, positioning, and persona building process through a real world project. The goals are to: (1) provide an understanding of segmentation, positioning, persona building, and branding and their importance to image building; (2) provide an experiential teamwork environment that simulates the process of developing branding in the real world; and (3) give students important conceptual, interpersonal and presentation skills to allow them to successfully communicate their ideas to the client. Students are given the unique opportunity of working with and receiving feedback, not only from the professor but also from a real world client.
This program is open to graduate students and qualified undergraduate students.
are awarded for successful completion of MKTG 6290.
This program fulfills general elective credit for Master's and MBA programs. Students may petition to have study away courses count towards Graduate School of Business Certificates or other Master's degree requirements by speaking with their academic advisor.
Undergraduate applicants should consult with their advisors to see if this course will fulfill degree requirements; otherwise this course may serve as an unrestricted elective.
Application Deadline EXTENDED!:
March 2, 2018
Application Guidelines: The general eligibility requirement for G&EE Programs is a 3.0 cumulative GPA and a clean student judicial record.
In addition, please submit a thoughtful one-page statement* indicating:
- Why you want to be a part of this program and if and why it is your number one choice for studying abroad.
- Why you will make an excellent addition to the program to which you're applying.
- Your experience and interests that make you qualified to learn from and add to this program.
- The names of three references who can attest to your qualification and dedication to a program like this.
*The one-page statement can be uploaded in the “Personal Statement” section of the online application.
On campus Dates
May 10, 2018 - 6:10pm - 10:00pm
May 11, 2018 - 6:10pm - 10:00pm
May 12, 2018 - 12:00pm - 5:00pm
In addition to the above dates, coaching sessions for each team will be scheduled between May 19 and May 27.
June 1 - 9, 2018
Dr. Lynda Maddox
(email@example.com) - Professor of Marketing and Advertising
for program cost estimates.
Scholarships are available to GW School of Business graduate students. For more details, click HERE.
View a live recording of the information session HERE
Itinerary: STAP Sweden_Maddox_Sum 2018_Itinerary_updated.pdf
Syllabus: DRAFT Syllabus_Maddox_Sweden_Sum18.pdf
This program is administered by Global & Experiential Education in The George Washington University School of Business.
Feel free to contact us at 202.994.0767 or firstname.lastname@example.org with questions.
Eligibility & Payment (GWSB Graduate)
Cancellation Policy for Short-Term Abroad
Health Insurance for Short-Term Abroad
Pre-Departure, Health & Safety Orientation for Short -Term Abroad
Withdrawal & Refund Policy (GWSB Graduate)
Global and Experiential Education Scholarships
Photo Credit: College of Sciences International Programs, San Diego State University