The Future of Marketing:

Consumer Interaction in the Immersive World

LECTURE 1/6
Grading

This course will be assessed by the means of a group assignment and group presentation. Groups are
assigned a company to conceptualize a marketing strategy, applying in-class frameworks and
concepts. Each group is asked to present their marketing strategy in a management style presentation.

Weight of assessment:

§ 60% Individual Paper

§ 40% Group Presentation

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Objectives Individual Paper: WEB3 Strategy Assessment

Each student needs to write and submit an individual paper, making up 60% of your grade.

Sizing: Size 5 pages (max), A4, Ariel Font, Size 11, Line spacing 1.0. Standard Margins. Full name &
student ID in the header of the paper. Please submit a PDF.

Deadline: 15/06/2022

Submission: Canvas (TBD)

Objective: Apply the Web 3 Strategy Canvas you learn in this class to assess the Web 3 Strategy of
either Nike, Adidas, Microsoft, or a company of your liking.

Content & Weight: Describe the company (10%), assess the company’s strategy (60%) and base this
assessment on its brand to marketplace interaction (consider segments, product, competition and
value capture), provide a result of your analysis and what your recommendation is to the chosen
company (30%).

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Objectives Group Presentation: Swiss Safes or German Sweats

Group size: 4-6 people / see the group list in the files

Presentation: Online, PPT, 15 mins + 5 min Q&A max per group. PPT does not not have to be
submitted.

Date: 23/05/2022

Company to assess: Waldis Tresore AG, https://www.swiss-safe.ch

or: Cookie Bros, https://cookiebros.de

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Objectives Group Presentation

Each group needs to (task / weight in grading):

a) introduce a company & its market (5%)

b) explain how the company interacts with the market (20%)

c) analyse & explain one or more technologies that might impact that company (20%)

d) detail a plan on how this company can mitigate the negative impacts of this technology (20%)

e) detail a plan on how the company can capitalise upon the positive impacts of this technology (20%)

f) apply frameworks & terminologies learned in this class (10%)

g) deliver your presentation to the top management of the company to convince them of your findings
(5%)

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