DIS International Business Students Develop Marketing Strategies for Danish Brand

Throughout the spring semester, students in the European Business Strategies core course worked in teams of five with Carlsberg Denmark, to develop a marketing strategy to increase overall market share in the Danish context, and to attract a larger female audience to the brand.

To kick off the project between Carlsberg and DIS students, Finn Wulff, Director of Innovation and Marketing at Carlsberg Denmark A/S, presented the company’s mission and marketing goals during Core Course Week. Students then had the duration of the semester to develop their marketing proposals, based on knowledge gained by meeting with professionals in the brewing industry and surveying Copenhageners.

After several rounds of presentations, a student voting procedure, and constructive criticism; three teams of students were selected to present at the Carlsberg Museum & Business Center. Finn Wulff engaged the teams with feedback and questions, and their fellow classmates came to watch, support, and learn from their presentations.

Following the presentations, the winning team was announced, and excitedly received their winning certificate, along with Carlsberg and DIS merchandise. The team praised the experience, “We couldn’t have done it without an incredible team dynamic and guidance from our DIS faculty, Adela and Mikkel. Working with Carlsberg this semester has been a great experience!”

Congratulations to:

Kylie Philbin, University of Virginia

Serena Kathleen Dugan, Vanderbilt University

Timothy Stubbs, Loyola University Maryland

Lily Sarah Schwartz, Indiana University

Kurt Keller, University of Vermont

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