At Lynn University, classes not only provide credits that count toward a degree, but may also offer real-world experience. This is the case with Dr. Matteo Peroni’s MBA 628 class. In this “Special Topics in Marketing” course, students are working on a consulting project for a local entrepreneur to help him expand his up-and-coming electric bicycles business.
“[This project] is an actual hands-on experience because it covers all topics related to marketing,” said Peroni. “Using digital thinking, the students will learn what it takes to come up with a viable business and marketing strategy to penetrate a nascent market.”
The client, South Beach Cycle, a company based in Lauderdale-by-the-Sea, offers premium e-bikes for sale and rent. Co-owners Alex Sender and Ken DeClassis reached out to the College of Business and Management with the hope that Lynn students could help them develop and implement cutting-edge strategies as they transition into the e-commerce field.
“This was the perfect class [for this venture],” Peroni says. “We have students with very diverse backgrounds like graphic design, communications and analytics.”
Forty students in this graduate-level course were divided into five groups, each focusing on a particular marketing aspect, including product strategy, branding, digital marketing, business, distribution and communications/promotions.
The groups’ first steps were performing initial research to understand their client’s industry by having a Q&A session with the owners. Sender and DeClassis brought four different models of e-bikes to Lynn so that students could get acclimated with the product. The teams had the opportunity to examine, take photos and ride some of South Beach Cycle’s range of e-bikes, from the top model, to an entry-level model, to a foldable bike.
To further enhance the students’ processes, Peroni invited digital marketing professor Michele Peroni, who is Google Analytics certified to provide the class with valuable insight into product marketing,
The students have eight weeks to put their plans together and the groups will present their proposals to Sender and DeClassis in the final session.
In addition to getting firsthand practice, Peroni believes students will acquire and sharpen other abilities that could be beneficial for their professional careers. “They will learn about time management, meeting deadlines, effectively communicating with the client and conducting research,” he said.
Peroni’s hands-on approach is reflective of Lynn’s expanding MBA program which seeks to introduce graduate students to a variety of real-world experiences within their field of study.
Learn more about Lynn’s MBA programs online.
Article contributed by Maria Cardenas, iPulse staff writer. First appeared in iPulse April 10.