上海协和国际｜向500强高管pitch市场方案是啥体验？

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上海协和国际外籍人员子女学校（Concordia）创建于1998年，是由中国教育部和上海市教委批准办学的外籍人员子女学校，获得美国西部院校协会WASC全面认证，为在沪的3至18岁外籍学生提供高水准的美式课程教育。

学校教学设施先进，旨在为学生提供全人教育的成长环境，并充分考虑各学段学生的发展需求。除针对不同教学目的而设计的教室和学习空间，还有图书馆、合唱和乐队排练室、艺术工作室、剧院等，教育教学设施一应俱全。

今年年初，Concordia的高中生前往New Balance中国pitch了他们的营销idea！

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看到学生们打破传统课堂的界限，投身于解决现实世界问题的挑战，还有什么比这更令人振奋的？尤其是他们置身于全球财富500强企业的前沿环境中，为真实的商业项目策划营销方案！

就在上月，Concordia商业与金融-应用学习课程 (Applied Learning Business & Finance) 的同学们就迎来了这样一次难得的机遇——参观New Balance China (新百伦中国) 总部。这次活动是2024-25年度商业与金融课程营销挑战赛的重要环节，每年学生们都要参与三场商业挑战的考验。

活动当天，New Balance China副总裁亲自带领Concordia师生参观了总部办公区，揭开了公司营销运作的神秘面纱。这是一次难得的“幕后之旅”，学生们得以近距离观察全球顶级企业的运营模式！随后，同学们向New Balance高管展示了他们精心策划的营销方案。这份方案不仅是过去11周课程的结晶，更是他们创造力、团队协作和专业能力的集中体现。

营销挑战赛是一场将理论与实践紧密结合的实战演练。同学们面对的是真实世界中的开放式问题，而他们每一次的调研和策划成果都远远超出传统课堂的范畴。整个过程可概括为以下几个阶段：

1. 启动环节

Ad Astra学校最初于2014年在加州成立，当时是为了满足马斯克自己孩子的教育需求，以及SpaceX员工子女的教育需求。学校创办之初，学生总数仅有8人，其中马斯克的5个儿子占据了大部分。随着时间推移，学校逐渐扩大招生范围，但始终保持着小规模运作，开始接收洛杉矶本地家庭的孩子，学生总数控制在50人左右。

之后的Astra Nova学校推出在线课程，面向全球招生。2025年的新Ad Astra学校则面向全球所有3岁~9岁儿童开放申请，其中又以6岁为界限划分儿童的课程级别。学校对申请学童的国籍、种族等条件不作要求。

2.市场调研、创意构思、战略制定

运用设计思维框架，通过同理心访谈、焦点小组讨论和市场调研，深入挖掘消费者的真实需求。在这个过程中，同学们需要识别关键问题，并通过团队合作，头脑风暴一系列创新的营销解决方案，力求与目标受众产生共鸣。

3.概念完善、战略匹配

在不断的协作与反馈中，学生们反复打磨市场创意和战略，确保每个方案都与企业的营销目标和品牌定位高度一致。

4. 最终展示

经过数周的精心准备，同学们向New Balance高管展示他们的营销方案，分享他们的调研发现、创意亮点以及战略成果。

课程创始人Mr. Steven Sgourdos 老师认为：

“这样的经历是学生们将课堂所学应用于真实商业场景的绝佳机会。学生们有机会与企业高管合作，获得建设性的反馈，理解企业高层的商业决策过程。这不仅是理论与实践的完美结合，更是帮助他们做好充分准备，迎接日益全球化和竞争激烈的商业世界的挑战。”

特别感谢New Balance China为同学们带来如此精彩的实践机会！也期待Concordia的未来商业领袖在今后的商业挑战中继续大放异彩，收获成长与进步。

What’s more exciting than watching our students break through the traditional classroom walls to tackle real-world problems? Especially when they’re crafting marketing strategies within the dynamic environment of a Global Fortune 500 company! Earlier this month, our Applied Learning (AL) Business & Finance students had the incredible opportunity to visit the New Balance China Headquarters as part of their 2024-2025 Marketing Challenge, one of three key business challenges in the course.

During the visit, the Vice President of New Balance China led our students and faculty on a tour of the headquarters, providing an exclusive look into the company’s marketing operations. Students then had the chance to present their marketing campaigns to a panel of New Balance executives, demonstrating the creativity, collaboration, and hard work they’ve invested over the past 11 weeks.

A typical AL BF Marketing Challenge is centered on real-world, open-ended design problems, with students producing tangible deliverables that extend well beyond the classroom. The process unfolds as follows:

1. Launch Event

Corporate executives introduce the challenge. This year, students were tasked with developing a market awareness campaign for the Y25 NB Summer T-Shirt Collection.

2. Market Research, Ideation,

and Strategy Development

Teams apply the Design Thinking framework to gather insights through empathy interviews, focus groups, and market research. They identify key problems and collaborate to brainstorm innovative marketing solutions that resonate with the target audience.

3. Concept Refinement

and Strategy Alignment

Ideas and strategies are fine-tuned through collaboration and feedback loops, ensuring that the solutions align with New Balance’s marketing goals and brand identity.

4. Final Presentations

Teams present their campaigns to a panel of executives, showcasing their research findings, creative solutions, and the results of their strategic collaboration.

As Mr. Steven Sgourdos (Founder of AL BF) reflected, “This experience is one of the most valuable opportunities for students to apply what they’ve learned in class to real-world business scenarios. It gives them the chance to work with actual executives, receive constructive feedback, and understand how business decisions are made at the highest levels. It’s a perfect way to bridge the gap between theory and practice and prepare them for future challenges in an ever globalized and competitive business world.”

Big shout-out to New Balance China for this epic collab! Can't wait to see these aspiring business leaders continue to excel as they enter their next business challenge.

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