In cooperation with the University Pompeu Fabra (IDEC), a group of full-time MBA students helps develop a marketing campaign and do background research for the Global Taxonomy Partnership (GTP).
Coordinator: Julian Rode
Advisors: Marc Le Menestrel (Associate Professor, UPF and INSEAD), Gert Cornelissen (Assistant Professor of Marketing, UPF), Blanca Fullana (General Manager of Edelman Spain)
The objective of this GTP initiative is to raise public awareness about the importance of biodiversity and interest in discovery and conservation of the natural environment, and to raise funds to support biodiversity-related (in particular taxonomic) research.
Activities include
identifying relevant target audiences
identifying appropriate channels of communication
benchmarking with similar campaigns
analysing of needs and challenges
action plans and specific time lines
etc.
TIMELINE
March 30: First meeting with Marc Le Menestrel and Julian Rode - exchange of motivations and needs
Before April 21: Written expression the MBA students’ motivation, general ideas, and steps to move ahead
Tuesday April 21, 16:00 (room 204): Kickoff meeting to finalize project details
Thursday April 30: Meeting with advisors to validate the work plan
April /May 2009: Work phase
1 June: Deadline for a draft report
17 & 18 June: Presentation of a synthesis of the results to the participants of the GTP workshop in Paris
End of June: Final evaluation of project by Marc Le Menestrel, and Julian Rode
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