Developing a Winning Sales and Marketing Strategy, with L'Oreal Polska (CEMS)

The course introduces students to the business reality of a multifunctional company using L'Oréal as best-in-class example. Students are assigned to a multifunctional team and work on a plan to develop a sales and marketing strategy for one of the Group's brands. Managers from marketing, trade marketing, category management and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand.

Introduce students to the strategic and operational reality of a multinational company based on L'Oréal example. - Make students familiar with key roles and tools used by different departments of the company - Give them the opportunity to apply the acquired skills in real business case - Train soft skills, such as the presentation, team-building and analytical skills. Selection procedure: after a separate call for applications announced by VD there will be a selection of students accepted to the course based on their CVs and motivation letters.

Literatura podstawowa:

1. D.M. Scott, New Rules of Marketing and PR, John Wiley & Sons Inc, NY, 2024.

2. Ph. Kotler, H. Kartajaya, I. Setiawan, Marketing 6.0: The Future Is Immersive, John Wiley & Sons Inc, NY, 2023.

3. Ph. Kotler, H. Kartajaya, I. Setiawan, Marketing 5.0. Technology for Humanity, Wiley John + Sons, 2021

4. Ph. Kotler, H. Kartajaya, Marketing 4.0: Moving from Traditional to Digital, NY, 2016.

Literatura uzupełniająca:

L'Oreal Company's teaching materials

Publikacje własne:

Mikołaj Pindelski, Competitive strategies ,2015;

, red. Justyna Szumniak-Samolej, Współczesne wyzwania w zakresie funkcjonowania przedsiębiorstw : perspektywa badawcza młodych naukowców,2017;

Justyna Szumniak-Samolej, Innowacyjne modele biznesowe oparte na CSR,W: red. Piotr Płoszajski, Czy społeczna odpowiedzialność firmy wspomaga jej innowacyjność?,2017;

Justyna Szumniak-Samolej, Zastosowanie metody design thinking w procesie tworzenia i skalowania przedsiębiorstwa pozytywnego wpływu ,W: red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020

Evaluation criteria

Other (Individual contribution (mentors' evaluation )): 20.00%

Projects (The final group project and its presentation during the last session): 80.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 50%

Detailed passing conditions:

In case of absence, the task carried out during the class must be completed and submitted to the teacher.

The course introduces students to the business reality of a multifunctional company using L'Oréal as best-in-class example. Students are assigned to a multifunctional team and work on a plan to develop a sales and marketing strategy for one of the Group's brands. Managers from marketing, trade marketing, category management and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand.

Introduce students to the strategic and operational reality of a multinational company based on L'Oréal example. - Make students familiar with key roles and tools used by different departments of the company - Give them the opportunity to apply the acquired skills in real business case - Train soft skills, such as the presentation, team-building and analytical skills. Selection procedure: after a separate call for applications announced by VD there will be a selection of students accepted to the course based on their CVs and motivation letters.

Literatura podstawowa:

1. Marketing 4.0: Moving from Traditional to Digital, Philip Kotler and Hermawan Kartajaya, NY, 2016;

Literatura uzupełniająca:

L'Oreal Company's teaching materials

Publikacje własne:

Justyna Szumniak-Samolej, Zastosowanie metody design thinking w procesie tworzenia i skalowania przedsiębiorstwa pozytywnego wpływu ,W: red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

, red. Justyna Szumniak-Samolej, Współczesne wyzwania w zakresie funkcjonowania przedsiębiorstw : perspektywa badawcza młodych naukowców,2017;

, red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Justyna Szumniak-Samolej, Innowacyjne modele biznesowe oparte na CSR,W: red. Piotr Płoszajski, Czy społeczna odpowiedzialność firmy wspomaga jej innowacyjność?,2017;

Mikołaj Pindelski, Competitive strategies ,2015

Evaluation criteria

Other (Individual contribution (mentors' evaluation )): 20.00%

Projects (The final group project and its presentation during the last session): 80.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 50%

Detailed passing conditions:

In case of absence, the task carried out during the class must be completed and submitted to the teacher.

The course introduces students to the business reality of a multifunctional company using L'Oréal as best-in-class example. Students are assigned to a multifunctional team and work on a plan to develop a sales and marketing strategy for one of the Group's brands. Managers from marketing, trade marketing, category management and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand.

Introduce students to the strategic and operational reality of a multinational company based on L'Oréal example. - Make students familiar with key roles and tools used by different departments of the company - Give them the opportunity to apply the acquired skills in real business case - Train soft skills, such as the presentation, team-building and analytical skills. Selection procedure: after a separate call for applications announced by VD there will be a selection of students accepted to the course based on their CVs and motivation letters.

Literatura podstawowa:

1. Marketing 4.0: Moving from Traditional to Digital, Philip Kotler and Hermawan Kartajaya, NY, 2016;

Literatura uzupełniająca:

L'Oreal Company's teaching materials

Publikacje własne:

Justyna Szumniak-Samolej, Zastosowanie metody design thinking w procesie tworzenia i skalowania przedsiębiorstwa pozytywnego wpływu ,W: red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

, red. Justyna Szumniak-Samolej, Współczesne wyzwania w zakresie funkcjonowania przedsiębiorstw : perspektywa badawcza młodych naukowców,2017;

, red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Justyna Szumniak-Samolej, Innowacyjne modele biznesowe oparte na CSR,W: red. Piotr Płoszajski, Czy społeczna odpowiedzialność firmy wspomaga jej innowacyjność?,2017;

Mikołaj Pindelski, Competitive strategies ,2015

Evaluation criteria

Other (Individual contribution (mentors' evaluation )): 20.00%

Projects (The final group project and its presentation during the last session): 80.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 50%

Detailed passing conditions:

In case of absence, the task carried out during the class must be completed and submitted to the teacher.

The course introduces students to the business reality of a multifunctional company using L'Oréal as best-in-class example. Students are assigned to a multifunctional team and work on a plan to develop a sales and marketing strategy for one of the Group's brands. Managers from marketing, trade marketing, category management and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand.

Introduce students to the strategic and operational reality of a multinational company based on L'Oréal example. - Make students familiar with key roles and tools used by different departments of the company - Give them the opportunity to apply the acquired skills in real business case - Train soft skills, such as the presentation, team-building and analytical skills. Selection procedure: after a separate call for applications announced by VD there will be a selection of students accepted to the course based on their CVs and motivation letters.

Literatura podstawowa:

1. Marketing 4.0: Moving from Traditional to Digital, Philip Kotler and Hermawan Kartajaya, NY, 2016;

Literatura uzupełniająca:

L'Oreal Company's teaching materials

Publikacje własne:

, red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Justyna Szumniak-Samolej, Zastosowanie metody design thinking w procesie tworzenia i skalowania przedsiębiorstwa pozytywnego wpływu ,W: red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Mikołaj Pindelski, Competitive strategies ,2015;

Justyna Szumniak-Samolej, Innowacyjne modele biznesowe oparte na CSR,W: red. Piotr Płoszajski, Czy społeczna odpowiedzialność firmy wspomaga jej innowacyjność?,2017;

, red. Justyna Szumniak-Samolej, Współczesne wyzwania w zakresie funkcjonowania przedsiębiorstw : perspektywa badawcza młodych naukowców,2017

The course introduces students to the business reality of a multifunctional company using L'Oréal as best-in-class example. Students are assigned to a multifunctional team and work on a plan to develop a sales and marketing strategy for one of the Group's brands. Managers from marketing, trade marketing, category management and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand.

Introduce students to the strategic and operational reality of a multinational company based on L'Oréal example. - Make students familiar with key roles and tools used by different departments of the company - Give them the opportunity to apply the acquired skills in real business case - Train soft skills, such as the presentation, team-building and analytical skills. Selection procedure: after a separate call for applications announced by VD there will be a selection of students accepted to the course based on their CVs and motivation letters.

Literatura podstawowa:

1. Marketing 4.0: Moving from Traditional to Digital, Philip Kotler and Hermawan Kartajaya, NY, 2016;

Literatura uzupełniająca:

L'Oreal Company's teaching materials

Publikacje własne:

, red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Justyna Szumniak-Samolej, Zastosowanie metody design thinking w procesie tworzenia i skalowania przedsiębiorstwa pozytywnego wpływu ,W: red. Urszula Ornarowicz, Piotr Płoszajski, Społeczna odpowiedzialność biznesu : w poszukiwaniu nowego paradygmatu,2020;

Mikołaj Pindelski, Competitive strategies ,2015;

Justyna Szumniak-Samolej, Innowacyjne modele biznesowe oparte na CSR,W: red. Piotr Płoszajski, Czy społeczna odpowiedzialność firmy wspomaga jej innowacyjność?,2017;

, red. Justyna Szumniak-Samolej, Współczesne wyzwania w zakresie funkcjonowania przedsiębiorstw : perspektywa badawcza młodych naukowców,2017