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This COIL course was carried out by UDD students from the Branding course together with Ecuadorian students from the advertising course at the Casa Grande University. The challenge focused on a simulation project to introduce a Chilean retail brand, ‘Tiendas Corona’ in the Ecuadorian market.
The students were divided into 12 interdisciplinary teams, each made up of 5 or 6 students. Each group had access to reviewers and also worked as a group, so they were all able to develop a strategic analysis focused on cultural and consumer knowledge, a brand strategy and a launch campaign for Tiendas Corona for the local market of Guayaquil-Ecuador.