Leading up to the summer of 2016 a small group of Uni Potsdam students took it upon themselves to plan and execute marketing efforts in order for the university shop to sell some more apparell. It was part of a simulation or business exercise in marketing and organization under the supervision of the second marketing chair at the University of Potsdam.

1. UniShop Potsdam
During The Summer
Semester Of 2016
Organization And Planning Of Psychographic Tasks
By The Marketing-Communication Team

2. Introduction
What Exactly Is The Unishop?
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 2

3. What Is The Unishop Potsdam?
Offers University of Potsdam (UP)
branded:
• Apparel
• Stationary
• Bags
• Cups
• Gifts
Goals of the UniShop:
• Buyers representing the
university
• Emotional connection with UP
• Heighten awareness of the
university
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 3

4. Goals Of The Project In The Academic Setting
• Improving individual key skills,
such as:
• Teamwork
• Communication
• presentation skills
• etc.
• Application of theoretical
knowledge
• Improving entrepreneurial
thinking
• Commercial success of the shop
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 4

5. Structure Of The Project
UniShop Administration
Communication Research
Marketing
Sales
Task:
Psychographic and
economic
marketing goals
Recommendations for
communication and
sales
Sales activities,
economic goals,
logistics
Teams:
Department:
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 5

6. Marketing Communication Tasks Within The
Project
• Using various marketing
channels
• Finding partners and
collaborators
• Making use of existing partners
• Design for POS
• Planning events and sales
• Printing and designing flyers,
posters, etc.
• Taking respective photographs
of products
• Developing new designs
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 6

7. Team organization
The Allocation Of Tasks
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 7

8. Team Organization >> Prerequisite
• 8 team members
• Various academic backgrounds
• Different progression of
academic career
• Diverse fields of knowledge
• Academic schedules not
overlapping
• Members spread across 3
campuses and 2 cities
• No free riders
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 8

9. Team Organization >> Team Communication
• Bi-weekly in person meetings to
discuss progress
• Slack for internal team
communication and data
exchange
• Email for team external
communication with
administration
• Telecommunication as backup
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 9

10. Task IIITask IITask I
Internal structure >> Model >> Benefits
Pool
Lead
Sub-Lead Sub-Lead Sub-Lead
Benefits:
• Mix of knowledge and skills
• Allows for autonomous pursuit
of tasks
• Better allocation of time,
more dynamic
• Sub-group is infinitely
expendable
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 10

11. Internal structure >> Model >> Pool
• Pool is coordinated by team
leader
• Pool contains all members of
the group
Pool
Lead
Task IIITask IITask I
Sub-Lead Sub-Lead Sub-Lead
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 11

12. Task IIITask IITask I
Internal structure >> Model >> Tasks
• Members split up into sub-
groups with specific tasks
• Members are part of multiple
sub-groups
• Each sub-group has one sub-
group lead
Pool
Lead
Sub-Lead Sub-Lead Sub-Lead
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 12

13. Internal structure >> Organigram
Pool of Marketing-Communication Members
Team Leader
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 13

14. Tasks
Marketing-Communication’s Scope Of Duties
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 14

15. Interdependent Nature Of Tasks
Partners /
Sponsors
Flyer Raffle
Stall Layout
Photography
Communication
Product
Development
Marketing at POSOff Site Marketing
Supporting Efforts,
Minimizing
Expenditures
Sustainability
Documentation
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 15

16. Photography & Partners
Supporting Efforts And Minimizing Expenditures
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 16

17. Supporting Efforts And Minimizing
Expenditures
Photography
• Horse mask for attention
• Reusability & anonymity
• Uni campus as location
• Pictures for:
• Flyers
• Posters
• Web
• Outdoor screen on campus
Partners
• Successful acquisition:
• shopping center
• sports facility
• No success with:
• More prominent sport clubs
• Restaurants
• Bars & Pubs
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 17

18. Communication & Flyers
Funneling Potential Costumers
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 18

19. Funneling Potential Costumers
Communication
• Social media channels
• Finding and directing online
student groups with posts
• Outdoor screen with UniShop
Ads
• Direct Marketing and
Conversation
Flyers
• Design
• Image manipulation software
• Print
• External print shop
• Distribution
• Campus
• Canteen
• Dormitory
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 19

20. Stall layout and Raffle
Marketing At The Point Of Sale
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 20

21. Marketing At The Point Of Sale
Stall Layout
• Symmetrical layout of sales
point
• Mannequin as attention getter
• Two students manning the stand
Raffle
• Raffle at a uni festival to push
sales
• Prizes:
• UniShop surplus
• Vouchers, Stationary
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 21

22. Documentation &
Product Development
Sustainability - Ensuring Success For The Future
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 22

23. Sustainability - Ensuring Success For The
Future
Documentation
• Staying on track
• Documentation for next team to
take over marketing-
communication tasks
Product Development
• Prototypes:
• Wallet
• Sweatpants
• Key chain
• Bowls
• Research team to analyze
sentiment and response
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 23

24. Lessons Learned
Takeaways For Future Teams
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 24

25. Takeaways For Future Teams
• Good internal and external
Communication are key.
• Planning helps tremendously.
• Incorporate alternative goals as Plan A
will not always work out.
• Failure gives you a chance to be better.
Recover quickly and move on.
• Act first. Ask for permission later.
• Make use of your team’s expertise,
knowledge, resources.
• When things move slow, give a helping
hand.
• Set reasonable goals
• Work on tasks that benefit the final goal.
• Keep a positive attitude.
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 25

26. Thank You
And Good Luck