What makes a brand partnership meaningful in today’s competitive market? That’s the question students tackled in the Master in International Management project with MINI, where creativity met strategy to support the launch of two new models: the fully electric MINI Aceman and the iconic MINI Convertible.
Exploring the Identity of MINI
This Master in International Management project with MINI challenged students to explore the essence of the brand, understand its voice, and connect it with other brands that could strengthen its presence in key markets.
To do this, students combined secondary research with fieldwork — including direct interviews with the most promising consumer segments. They studied trends, habits, and aspirations to discover what partnerships would truly resonate.
From Insight to Action
Once the target audiences were understood, the next step was developing real brand partnership initiatives. Students proposed bold collaborations, ranging from custom editions of the vehicles to joint storytelling campaigns.
Their ideas reflected not only deep market understanding but also innovative thinking aligned with MINI’s values: individuality, playfulness, and bold design.
This Master in International Management project with MINI exemplifies how Project-Based Learning (PBL) connects students with real-world business needs, sharpening their research, communication, and strategy skills.
Driving Creativity with Purpose
In a constantly evolving industry, MINI looked to the future, and our students were ready to answer. By linking insights to action, this collaboration became an opportunity to practice what it truly means to lead with purpose and think across disciplines.
Brand partnerships are more than just marketing, they are about shared values and impact. And this project was a real drive in that direction.
- We want to thank the entire MINI team for their involvement and collaboration with Advantere in making innovative education possible:
- Christian Meindl, Marketing Steering Manager
- Carlos Martinez Gil, General Manager MINI Spain and Portugal
- David Canosa, Marketing Manager MINI Iberia
- Lorena Altimari Schmilinski, Events Manager MINI Iberia
- The ByMyCar team at Las Tablas, MINI and BMW dealership in Madrid
Curious about how our programs prepare students for impactful careers? Explore our programs in International Management, Finance, and Talent Management (HR) today and start shaping your future with Advantere.