Fudan MBA and Lisbon MBA Portugal-China Lab
2011年04月19日Beginning in 2011, the Fudan MBA Program will collaborate with the Lisbon MBA to launch the Portugal-China Lab which provides students with a breadth of academic curriculum and a unique learning experience in an overseas environment.
Scope of Collaboration:
The MBA programmes collaborate in the Portugal-China Lab initiative with the aim of
- Offering the MBA students access to a global experience that involves approaching an actual business problem in mixed teams of MBA students from the Lisbon MBA and the Fudan International MBA generating value for the sponsoring company.
- Strengthening the relationship among top business schools that have in common a collaboration with MIT Sloan School of Management
- Establishing the basis for the future development of this initiative extending it to more continents.
Overview of the Portugal – China Lab:
- A company in Portugal selects a business project to be developed by MBA students and sponsors the initiative. This year, the sponsoring company is UNICER, one of the biggest beer producers in Portugal (the beer name is Super Bock and is sold in China too).
- Teams of 6 students (3 from each school) are selected using a rigorous selection process
- The project will be conducted under the guidance of a faculty mentor from each school.
- The lab will run for seven or eight weeks over the course of the summer, with the team working in China for the first two weeks, three or four weeks of virtual work, and coming together in Portugal for the final two weeks to present their findings to the sponsoring company.
- UNICER, the sponsoring company will support the travel and accommodation costs of MBA students and faculty members while abroad while performing Portugal-China Lab tasks.
Brief Description of the Project:
Project: China FMCG – Development Beer Market in China and Future Challenges
Approach for the Chinese beer market and the impact on sector development:
- Marketing mix - Beer Brands in Chinese Market;
- Market dimension and players;
- Marketing Mix for 2 biggest Chinese brands and 3 major international brands
? Product and labeling;
? Portfolio and price positioning;
? Distribution channels
? Brands values in Chinese modern life style;
- For the biggest international player, analysis of:
- Organization;
- Industrial facilities;
- Financial dimension and structure;
- Human resources management;
- Main strategic challenges for Chinese beer companies in the coming 5 years
Project Schedule：
Application Process:
All the registered first-year IMBA students can apply for the Portugal-China Lab. The first- pass screening of applications will be done on the basis of your essay and resume. Selection criteria will be:
- Experience in similar projects / challenges
- Diversity of the group
- Motivation to participate
- Fluency in English
- Leadership and teamwork
Final list of 3 students will be decided by the sponsoring company.
Application Materials:
A. Application Form
Please fill out the application form and include in your application (2 to 3 pages in length) the following information:
1) The reasons for your interest in participating in the Portugal-China Lab, and your expectations for personal gain from participation in this project.
2) The strengths, knowledge and work expertise that you can bring to the project. Specifically, describe:
- Experience closely related to the subject or industry of the project.
- Previous consulting or marketing experience.
- Previous international experience.
- Previous teamwork and leadership experience.
B. Resume in English
Please check your student portal and send your application form and resume to huangxuan@fudan.edu.cn. All submissions will be received by 13:00 on April 22nd (Friday), 2011. If you have any questions, please feel free to call Ms. Huang Xuan at 55664739.
MBA Program
April 11th, 2011
