SJTU Antai- Greatop Enterprise Practice Project Successfully Started
Publisher : MBA办公室 Apr.16,2014
Recently, MBA project in Antai College of Economics and Management at Shanghai Jiao Tong University (SJTU Antai) strengthens contacts and negation with different enterprises due to its actual development demands. SJTU Antai carried out enterprise practice to its MBA students in order to enhance the opportunities for its MBA students, especially for its full time MBA students to participate the practice in enterprises. This activity combines knowledge in MBA courses with the practical application, helps the enterprises’ comprehensive abilities to judge and solve the actual problems, and provides more opportunities to internship and employment for its full time MBA students.
SJTU Antai has signed cooperation contracts with CP Group, Weaver, and Greatop after the project was carried. These cooperative enterprises exploit and make collaboration projects for MBA students to choose, according to the demands of the company’s strategy directions, business conditions and core businesses. 3 to 5 MBA students will be set as a group to join the enterprise practice. The company will help the group to make scope and target for the project and provide the background information needed by the project. These companies will also involve in the whole project process, and set phased assessment and evaluation.
On April 4, 2014, the fourth enterprise practice project for SJTU Antai, also namely SJTU Antai Gaojielianguan’s “New product marketing planning” topic was formally launched. SJTU Antai MBA office and its research group from the 2013 IMBA students came to the Greatop to hold a kick off meeting for the research work. As the representatives of Greatop, Mr. Enguang Jin, Chairman of the company, together with Mr. Zhengzhong Xun, Admin & HR Manager, Mr. Xinqiao Lan, Head of Marketing warmly welcame the research team.
During the kick off meeting, Mr. Xinqiao Lan introduced detailed information about the company, including the background, current situation, development situation, products, corporate vision and the expected collaborate target. He mainly focused on introducing about the company’s own brand products. After that, the two groups discussed about the current encountered bottleneck problems, and they exchanged their opinions about the industry’s present situation and the competitor’s situation.
The project aims to find innovative marketing mode based on knowing well about the industry background and the characteristics of the products, in order to provide new thinking and method to open up market, increase the band recognition for the company. The MBA research group’s aim is to have panel discussion and make investigation to the selected company, then to conduct a deep research to the company’s current market system, based on which the group will innovate and optimize the current system. In addition, the research group will also submit a full research report and summarized materials to the characteristics, market shares and the customers’ identifications of the new products.
As the first collaboration between SJTU Antai and Greatop, students in the MBA research group will visit the factories to survey the products. We believe that the full time MBA students in this research project could gain more practical experiences, by combining their knowledge and case study in the MBA course.