Challenge CRM 2018: advanced master’s students on the hunt for Muesli Lovers!
Published on 12/11/2018
The 2018 edition of the CRM Challenge final organised as part of the Advanced Master in Marketing Research and Decision Making was held on Tuesday, November 27 on the Paris campus. The CRM Challenge is part of the Relational Marketing & CRM Module and this year focused on the Dear Muesli brand, a startup offering quick online muesli and granola recipes.
"The CRM challenge involves students working on a project and applying their newly acquired knowledge from the course to solve a partner brand's real-life problem," says Othman BOUJENA, Associate Professor and Head of the Relational Marketing & CRM module.
This year's mission had students working on three areas related to Dear Muesli:
- The role of the Muesli Boys' leadership in the client-brand relationship,
- The design of a multi-channel strategy (channel structure and brand content) aimed at improving the customer experience and
- Adjusting the DM+ application using artificial intelligence to allow customers to customise their revenue.
“The analysis of a start-up's relational strategy meant that the Advanced Master in Marketing Research and Decision Making students had to immerse themselves in a world of empowerment, absorb a concept that is deeply rooted in digital corporate culture and provide recommendations inspired by the test and learn approach'', adds Othman BOUJENA.
The final was held before a jury of CRM, digital strategy and food marketing experts. An exercise that highlighted the involvement of all this year’s students.
>learn more about NEOMA Business School’s Advanced Master in Marketing Research and Decision Making