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April 8th-12th 2019
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International Marketing Week, Denmark
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Theme: Micro breweries – the suvival of a niche
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17-11-2018
•Denmark
•More than 5 million inhabitants
•Capital City – Copenhagen
•Form of state – monarchy (the oldest uninterrupted European monarchy)
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•Kolding
•7th largest city of Denmark (population 58,000)
•Regional center of creativity, innovation and design
•Student and tourist hub
•Only 45 kilometres from the airport in Billund.
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•Denmark, Kolding
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17-11-2018
IBA Erhvervsakademi Kolding
•International Business Academy (IBA)
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IBA's degrees cover a wide range of levels: Applied Professional, Bachelor, Master's and MBA
1500 full time students
Students from 20 countries
[USEMAP]

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17-11-2018
IBA Erhvervsakademi Kolding
•Theme outline;
Survival of a industry niche
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Danish micro breweries have had golden years. Over a decade the number of breweries grew rapidly
from under 20 to over 120.
It has become a very competitive market and many micro breweries struggle.
How can Frejdahl micro brewery position themselves and are there international opportunities?

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•Partner; Frejdahl
Frejdahl beer is rooted in the Nordic heritage, and Vestfyen Brewery (Parrent company) has created
a brand that unites taste, design and Nordic history.
Many of the raw materials and ingredients draw inspiration from the Vikings, and the names of the
beer series is from Nordic Mythology – such as Valravn, Nidhug and Gudmund.
2)
[USEMAP]

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•Exsperience Kolding local
•brewery and learn about the
•process and industry
Tuesday is our field experience day. We will visit a local brewery and learn about the brewery
process and the industry.
First we will visit where it all startet at the great Viking Monument build by the first Viking
King Harald Bluetooth in Jelling. The monument he build for his parents was the biggest off its
time, and also contains the baptism of all Denmark.
We will also show you the 750 year old city of Kolding. Kolding is surrounded by beautiful nature
and water. Even though it’s not a big city, you can still get the big city feeling. We’ll show you
some cultural experiences, the rich café and bar life, student life and give you an impression of
the city which lies in the mittle of it all, only 2 hours away from Hamburg or 2 hours away from
Copenhagen.
Billedresultat for Kolding Relateret billede Billedresultat for jellinge monumenterne
Billedresultat for vikingekongen

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17-11-2018
IBA Erhvervsakademi Kolding
•Subjects involved
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•Market research
•Consumer behavior
•Marketing Strategies
•Economy
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17-11-2018
IBA Erhvervsakademi Kolding
•What to expect
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•Work on a real case together with the involved company.
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•Work in international teams with students from different countries
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•Participate in different social arrangements during the week
Team building activity

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17-11-2018
IBA Erhvervsakademi Kolding
•Assignment
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Pre-assignment
•Documentation of beer culture in your country
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Assignments during IMW
•Development an international marketing strategy for Frejdahl.
•Develop a creative communication platform

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17-11-2018
IBA Erhvervsakademi Kolding
•Awards
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Awards are given in two categories

•The overall winner
(coherence between marketing plan and video)
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•The most innovative & creative communicative platform
Every student receives a certificate for participating in the project and a mark is given.
The IMW 2016 winners

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17-11-2018
•The price includes
•Social activities
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•Accommodation from Sunday to Friday
•Breakfast and lunch every day
+ Two dinners
Time for party! IMW in Denmark is also about meeting new friends.

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17-11-2018
IBA Erhvervsakademi Kolding
•Accommodation
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Kolding Hotel Apartments
oIn hotel apartments in the city centre
o5-6 people per apartment
o3 bedrooms per apartment and one bathroom
o10 minutes walk from the school
oBeautiful location by the lake
Oversigt kolding Hotel Apartmetns kha by night [USEMAP]

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17-11-2018
IBA Erhvervsakademi Kolding
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Join us in 2019
Do you accept the challenge?
•When, where, how..?
oIMW in Kolding, Denmark.  April 8th – 12th 2019
oPrice 225 euro
oUp to 5 students from each university
oDeadline for enrollment; January 15th 2019
oRegistration form enclosed

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14
•Video made by a participating student
•(4:03 min)
[USEMAP] [USEMAP]