May 11th through May 20th 2018
Professor Kim Ruggeri led a group of 16 marketing and international business students in the design, execution and analysis of marketing research for U.S. clients with an interest in the United Kingdom market.
Prior to leaving for England, students met regularly with their clients to learn about their needs, developed marketing research plans and revised the plans based on client input. As a part of this process, the students identified British organizations and target segments to interview. While in England, the students collected additional secondary research at locations such as the British Library and completed primary research for their client. Primary research included customer surveys, store visits, interviews and more.
Clients included the Cleveland Clinic, Purdy Professional Painting Tools and Build-A-Figure, a startup that makes customizable action figures.
Upon return to the U.S., students analyzed the research and provided their clients with a final marketing research report complete with insights and recommendations.
The program provided students with hands-on research skills, the opportunity to interact with sectors of both the Northeast Ohio and British business community, as well as students and faculty at the host university, BUCKS New University (located outside of London). Students were able to take in a few of London's cultural and historical sites as well.
Travel was completed during the break between Spring Semester and first Summer Session.