Bachelor’s Degree Students Kick Off Marketing Challenge with Atletico de Madrid
IE Business School’s Bachelor’s students participate in Marketing in Action 2020 Challenge, working with Atletico de Madrid Academia as a client.
The Bachelor’s in Business Administration Team kicked off the Marketing In Action 2020 Challenge, with second year students working in teams for two months with Atlético de Madrid Academia as a client. The marketing challenge forms part of the redesigned BBA Program.
The specific challenge deals with the women’s team. Lola Romero, Director of Atlético Women’s Team gave BBA students background about the role of female soccer at Atletico, including the team’s World Record crowd for a women’s club official match, with an audience of over 60.000 viewers for a match played with FC Barcelona Femenino last year.
The launch event took place at Wanda Metropolitano stadium and was hosted by Atlético de Madrid Academia, which over the past 19 years has worked to successfully place female soccer on the professional field. The 2020 Marketing in Action challenge closing ceremony will also take place at the Wanda Metropolitano on March 19th, when the three finalist teams will present their marketing and business solutions to the client.
“In this first edition of the Challenge, BBA students will work as real consultants for an organization like Atletico de Madrid Foundation.”
“We are thrilled to launch ´BBA Marketing in Action´. In this first edition of the Challenge, BBA students will work as real consultants for an organization like Atletico de Madrid Foundation, which has been doing an incredible job with its female team and in regards of women in professional sports for the past two decades,” explained Associate Dean of Undergraduate Studies Marc Smelik.
Students then met with Herbalife, Atletico Femenino’s lead sponsor, showcasing their marketing strategy with the Atlético brand, and their continuous support to professional women’s sports.
BBA students had the chance to receive a Masterclass from Professor Eduardo Fernández-Cantelli, who offered insights about marketing in the sports industry. Professor Maripe Menéndez, Coordinator of the Marketing in Action, provided the students with all of the instructions for the challenge in which they will work in teams during this semester, guided by professors from the Marketing Area, under the leadership of Teresa Serra.
“This is a great opportunity for our 350 2nd year BBA students to have an impact, and we look forward to seeing the culmination of their work at the final event at Wanda Metropolitano stadium in March,” Smelik said.