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Challenge 01 I MARPRO CHALLENGE Marketing Professional Challenge 01 I MARPRO CHALLENGE Prizes PRIZES 1st prize: 100% of tuition fees (€28,500) The first-prize winner is the candidate who submits the most convincing presentation and will receive funding to cover 2nd prize: 60% of tuition fees (€17,100) 100% of their tuition fees for the MSc in Marketing Man- agement (€28,500). The second-prize winner will receive a scholarship for 60% of their tuition fees for the MSc in Marketing Management (€17,100). KEY DATES Stage 1. Initial presentations due: March 1st, 2019 Stage 2. Finalists announced: March 22nd, 2019 Stage 3. Final presentations due: April 10th, 2019 Stage 4. Prizes awarded: April 30th, 2019 ESADE Marketing Professional What is the Marketing Professional Challenge for graduates Challenge (Marpro Challenge) about? ESADE Business School has designed its MSc Programme The future of our markets is more uncertain than ever, and in Marketing Management for talented young students numerous factors often imply increasingly faster changes. who want to carry out a professional career in Marketing Moreover, the competitive dynamics in this context are even and Sales. blurring the lines between industries. In line with the programme’s philosophy, this competition Faced with this complex reality, the role Marketing teams offers you the possibility of challenging yourself in an play has become more complex and challenging but also international contest dedicated to SEAT, a leading carmaker more relevant. It requires team members to have a holistic in the Volkswagen group. perspective of reality, that they be analytical as well as strategic, and that they hone their intuition, creativity, If you are a recent graduate or about to complete your teamwork and communication skills, amongst others. bachelor’s degree, you’re curious, hardworking, analytical and strategic, plus you have initiative and a creative spirit, The new Marketing Professional Challenge offers participants this is your chance to demonstrate your best and be rewarded an ambitious, forward-thinking exercise dedicated to SEAT, for it. always from a Marketing point of view. The attached case study serves as the starting point. 02 I MARPRO CHALLENGE It’s now 2018. What challenges will SEAT face in the future? Presentation Guidelines Participants will not be rewarded for submitting a huge There is no one specific structure required, as creativity is compilation of data. Rather, they have to come up with an important part of this competition. In addition, there is no the most convincing and well-grounded answer and single way to tackle the challenge. However, we suggest that demonstrate their ability to: your submission contain certain components to effectively communicate your ideas. Along with the initial presentation, you are required to send an introduction/motivation letter in which you introduce yourself and briefly tell us about 01. Understand the challenge posed and the case-study your background and motivation for studying the ESADE setting. MSc in Marketing Management as well as your goals after completing the latter. This letter should be no longer than two pages long. Also, please attach an updated CV/résumé. 02. Focus on the key points, always from a holistic Marketing In terms of the PowerPoint presentation (15-20 slides), please approach. make sure it contains the following: 03. Propose a justified research methodology to explore the critical areas of analysis. 01. Case study summary 04. Conduct an in-depth analysis. > An explanation regarding the company’s situation > The key aspects from a Marketing point of view 05. Come up with an answer that is: 02. Your analytical focus and methodology a. Understandable, relevant and convincing b. Well-grounded 03. The main findings regarding future challenges c. Ambitious and creative but also credible Your recommendations for the company d. Marketing- focused 04. e. Presented attractively 05. The key lessons learned and obstacles. f. Company-specific 06. Be creative and professional regarding the presentation of their analysis and results. These have to be concise and demonstrate good decisions regarding their presentation content, making it simple yet attractive. 03 I MARPRO CHALLENGE Challenge Eligibility Structure Criteria STAGE 01 The MARPRO Challenge is open to anyone applying to Initial submission the MSc in Marketing Management Programme: Recent graduates, postgraduates or students in the final year of their — To participate you must submit the following documents undergraduate programmes at any university. Candidates to: [email protected] no later than March are allowed to participate at any stage of their application. 1st, 2019: However, to get the prize, they must have satisfactorily completed the admissions process for the MSc in Marketing — PowerPoint presentation (15-20 slides) according to Management. the guidelines explained in the previous page — Letter of introduction/motivation (1-2 A4 pages) — CV — A one-page executive summary about your solution (describe your proposed solution and why you feel it’s the best). Acceptance of the prize STAGE 02 This Scholarship award is not compatible with any other Announcement of the finalists: byMarch 22nd, 2019 scholarship, award or financial aid. If a candidate is willing to accept Marketing Professional Challenge prize, will have STAGE 03 to reject other scholarships or awards granted. Final submission — The finalists have to prepare a 5 to 10-minute-long video to More information about the admissions process is available present the major points of their solutions in a persuasive at: and professional manner. A file or link to a file with the http://www.esade.edu/en/programmes/masters/ video should be sent by e-mail to: mscmanagement@ msc-programmes/admissions esade.edu no later than April 10th, 2019. — The audio or text included in the video must be in English. — Any presentations or documents received later than the deadline indicated in the rules of the competition will not be accepted. STAGE 04 — The ESADE Marketing Professional Challenge Committee will inform the winners of its verdict by April 30th, 2019. > All the documents will be presented in English > The letter of introduction/motivation must contain the title of your presentation and personal details: Name(s) and surname(s), university studies, the university’s name, your personal email address, physical address and telephone number. > The ESADE Marketing Professional Challenge Committee might declare a prize void if no applications meet the minimum criteria or requirements. 04 I MARPRO CHALLENGE ESADE CASE 0251-CA-1-1 SEAT 1 Written by Professor Jordi Montaña and Professor Isa Moll, December 2009 On the 15th of June 2009, a Briton, James Muir, took over from Following agreements reached with the EEC, European Eric Schmitt as the new President of SEAT. The handover took Economic Community, in the 1970s regarding exports place several months earlier than originally planned. There were and the setting up of new industrial groups, the company two exceptional features regarding Muir’s appointment. First, decided to establish a Research and Development Centre he was the first SEAT President who did not come from the to gain greater technological autonomy for its FIAT-based VW Group (he was formerly Managing Director of MAZDA products. SEAT’s R&D Centre designed the 1200 SPORT, Motor Europe). Second, he was an expert in marketing and the handiwork of Aldo Sessano, which gave the company a sales something that Michele D’Alessandro the SEAT’s Design unique position among car makers in Spain, making it the only Manager and Manuel Garcés (head of design processes and firm in the country capable of developing and manufacturing virtual reality presentations) interpreted as a strategic change its own vehicles. José Mª Martínez Serra was the head of in the relationship between the design departments to which design and development during that stage of the company’s they both belonged and the marketing department. history. In 2009, the Forschung und Entwicklung Konzern Design Management together with staff from the Car Studies Department were to form the core of what later became SEAT Product Development and Design within SEAT’s history Design, which was sited in the Freeport. The Car Studies Department had created the SEAT 133 and four-door 127 SEAT [La Sociedad Española de Automóviles de Turismo – models many years earlier. The Spanish Saloon Car Company] was founded on the 9th of May 1950. It employed FIAT’s technology, which was needed SEAT went through one of the trickiest moments in its to begin turning out the first vehicles in Barcelona’s Free Port. history in the early 1980s when FIAT put an end to thirty The 13th of November 1953 was a historic day, marking the years of technical collaboration. SEAT decided to continue first SEAT – the 1400 model – to come off the production on its own and thus became a wholly Spanish manufacturer. line. The only difference between it and the equivalent FIAT The directors’ strategic plan was clear: to use its own model was the badge on the front. technological resources to create new models and to seek co-operation with a strong car manufacturer in the medium Given the small number of vehicles in Spain in the 1950s, term. In 1982, the company took on a new corporate SEAT sought agreements with independent coachwork identity in keeping with its size, structure and plans for the makers such as Pedro Serra, who created various kinds of future. SEAT launched new models: the TRANS van, a spin-off coachwork for the SEAT 1400 and SEAT 600 models that were from the FIAT PANDA, and the SEAT RONDA, which replaced symbols of Spanish industrialisation in the 1960s and mass the RITMO. The Technical Centre began to work on the consumption by the country’s middle class. In the 1960s, design and launch of the first wholly SEAT model. The Italian SEAT set up its Training Centre, which was to play a key designer Giugiaro, the German engineering firm Karmman role in the company’s subsequent quest for technological and Porsche collaborated in the new project.
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