Our second year IBDP Business Management students recently gained something textbooks rarely provide: direct insight from someone working at the top of the global marketing industry.
Jo Lacida, a Haut-Lac parent and Global Marketing Manager at Nestlé, walked students through the marketing process using an actual food product as their case study. The task: analyse how marketing strategies need to shift depending on who you’re trying to reach.
Students worked through the same considerations Lacida faces in her role: identifying target markets, understanding consumer behaviour, adapting messaging for different audiences.
The workshop connected directly to their IBDP curriculum content. In class, students learn the frameworks. Here, they saw how those frameworks operate in practice with real products and real markets.
For students considering marketing or related fields at university, the session offered a clear picture of what the career actually involves. The strategic thinking, the data analysis, the need to balance creativity with commercial reality.
We’re grateful to Jo for sharing her expertise and industry insights, and for taking time with our students. These connections between classroom learning and real-world application make abstract concepts tangible and help students understand where their studies might take them.
