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Understanding business
Project 1
Study: Marketing Management
Semester: 1st Semester
Class: All
Responsibility: IVHA, STEB, OME, TWNY, SBBR
Duration: September/October 2014
Submission form and time:

Print (number, where, when)
Mail
Upload (BB)
Other:
Presetation in class
All students must participate in
presentations
Language: English
Available materials
Article + Video: Welcome to the real Lego land:
rebuilding the brand brick by brick,
http://www.theguardian.com/lifeandstyle/2014/aug/29
/welcome-to-real-lego-land-rebuilding-brand-brick-by-
brick

(The Guardian, Friday 29 August 2014)

It is expected that students gather additional data
about the case (Lego) on their own initiative.

Courses involved in the project:


Marketing, Economics, Business law, Global
communication, Logistics and Organisation


Assessment and feedback
Pass/ not passed
Oral feedback is given to each group immediately after
the presentation. Focus will be groups work dynamics
and involvement, presentation skills and overall
business understanding.
Mandatory / consequences of not passing

The task is not mandatory but it is expected that all
students.

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Individual project
x Group project

Groups are formed by students
4 to 5 students per
group
Min/max numbers of students per group

Project programme
Date Time Rooms Activity

September 16
9.10 11.45
14B, 14E & 14A: Room 711
for introduction. For group
work room 717 will be
available too. (TWNY)

14F: Room 722 (STEB)
Introduction, formation
of groups and group
work with supervision.
September 22
Deadline. Your
presentation must be
ready
September/october
Presentation and feed
back







Project description
In 2003 the Lego balanced on the edge of bankruptcy due to a series of failed initiatives. Some observers
doubted at Lego's existence - was the Lego brick outdated? Would computer games give Lego the final
push over the edge?

As you know, Lego fought back and achieved a remarkable turnaround. With fresh blood in the
management and re-focus on the core values of Lego is now the world's largest toy manufacturer
(measured upon turnover).

The path back from the bottom" in 2003 has required a great effort by the entire company. All business
area has played a role in the success they are experiencing now - but how?

Your task is as follows:
1) Briefly describe Lego's development from year 2000 and up until today
2) Explain the different business area (e.g. Marketing) and its contribution in the strategy process (focus on
the areas we work with here at IBA) and explain how they influence and interact with each other.
3) How / where can you as a marketing manager contribute?


Prepare a good / thorough presentation where everyone in the group contributes.


The learning objectives of the project / competencies achieved by the project

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The student must achieve an understanding of how the various disciplines / functions work in a company
and how they operate in parallel / interdisciplinary in the company. The aim is to relate the business
disciplines to each other and thereby provide a holistic understanding.

Hence, the project will support the students to understand how a company operates in practice, and thus
better able to relate education to practical use.

The project has furthermore the aim to strengthen the student's presentation and communication skills.


Form submission
Scope weighting

Comments
If the form differs from the
description in IBAs
guidelines for project
writing and presentations,
it will be stated here.
Report
Synopsis
x
Oral presentation

10 min. per group 100%

Written
opponent paper


Oral
opponent paper


Assessment criteria

Regardless of the academic areas there are a number of general conditions that will form the
basis for evaluation :

Ability to communicate / present?
Ability to think holistic/ interdisciplinary?
Ability to work in a group
Provided a satisfactory overall effort?
Assessment criteria

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Report
Synopsis

Oral presentation



Written
opponent paper


Oral
opponent paper