International Marketing Week at IBA:

The creative marketing plan

Case Project: Participating students at the International Marketing Week at IBA, will work on a project based on the following topic: Creative marketing plan for Skærsøgaard - the first licensed and most highly awarded estate.


  • Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark.
  • Dates: 18 – 22 March 2024 (arrival on Sunday, 17th of March
  • Registration deadline: 15th January 2024. You can register here.
  • Contact: If you have any questions, please write to us at

Project description:

In 2018, the European Union granted Denmark its very first wine region.

The wine region DONS is Denmark’s first and the EU’s northernmost appellation, on equal terms as the perhaps more famous regions of Bordeaux, Champagne, La Rioja, and Piedmont. The wine region DONS consists of 500 hectares of the glacial valley in the innermost part of Kolding Fjord, near the hamlet of Dons. The estate winery of Skærsøgaard is centrally located in the wine region and produces acclaimed sparkling quality wines. The designation DONS (PDO) ensures a certified standard of quality.

Are you ready to immerse yourself in the realm of wine marketing? Join us in developing a marketing plan that is not just creative but awe-inspiring. The challenge? To elevate the Skærsøgaard brand using cutting-edge marketing tools and skills, encompassing research, segmentation, customer journeys, and an in-depth understanding of communication platforms.

Inspirational field research:

As participants, you will have the unique opportunity to delve into the essence of Skærsøgaard during an exclusive visit to the winery. Immerse yourself in the artistry and craftsmanship behind every bottle. Who knows, they might even let us savor the fruits of their labor.

Extend your exploration beyond the vineyards with a visit to the Viking Museum in Jelling. Once the capital of Denmark during the Viking era, Jelling is steeped in history. Stand in awe before the Viking Monument, a testament to the grandeur of Harald Bluetooth, the first Viking King. Uncover the baptism of Denmark, etched in stone, and let this rich history inspire your marketing endeavours.

Learning Outcomes and Competencies Obtained from this Project

  • Apply theoretical knowledge in a real-world setting through the development and execution of a marketing plan for Skærsøgaard Winery.

  • Knowledge of crafting compelling and engaging content, exploring various mediums such as digital social media, and traditional marketing channels

  • Knowledge of effective marketing strategies tailored to the wine industry, including product positioning, target audience identification, and brand differentiation, etc.

  • Increased communication and presentation skills.

  • Knowledge and skills for working together across educational backgrounds and cultures.

Practical information

Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark

Dates:18 – 22 March 2024 (arrival on Sunday, 17th of March)

Registration deadline: 15th January 2024 (You can register here // QR code)


Price: 290€ (Buy your ticket here)

Included in the price:

  • Accommodation (5 nights, Sunday to Friday)
  • Breakfast (x 5, Monday to Friday)
  • Lunch (x 5, Monday to Friday)
  • Dinner (x 2, Monday & Thursday)

Participants are kindly requested to bring traditional snacks/sweets/candy from their home country, for the ‘International Food Tasting’ that is included in participants’ presentations of their school and country.


Billund Airport (BLL) is the closest airport to Kolding. There is a direct bus from the airport to Kolding (no. 166), but please note that bus transportation is not very frequent in the evening.

Copenhagen Airport (CPH) is about 2.5 hours away from Kolding, with frequent train and travel times.

You can use RejsePlanen to plan your journey/buy tickets, if you are using public transportation.


Kolding Hotel Apartments

Kedelsmedgangen 2,

DK-6000 Kolding, Denmark

The rooms are pre-booked for participants of the international week. Students will be divided into apartments by gender, and each apartment has the capacity for six students (two in each bedroom), with a shared kitchen and bathroom. The accommodation is in downtown Kolding, around 1.5 km away from IBA (7-10 minutes’ walk).


If you have any questions, please write to us at