University-industry academic-commercial collaboration: Integrated Marketing Communication project for the “mammamia!” Italian restaurant chain in China

90,000 (all external, i.e., provided by the external Client to XJTLU – see description below).

Project funded/paid by the Client “mammamia!” to Xi’an Jiaotong-Liverpool University through the academic, creative, and professional direction of Marco Pellitteri (School of Humanities and Social Sciences, Department of Media and Communication) and Filippo Garini (International Business School, Department of Marketing), with the professional internships of 8 students from the two Schools. Budget: CNY 90,000, of which 20,000 as payment for the students, 20,000 as payment to the two coordinators (10,000 each), and 50,000 for XJTLU.
The project has also generated contracts of internship at “mammamia!” for two XJTLU students.

The project's outcome was to submit a marketing strategy and guidelines and videos to the Client. The Client was extremely satisfied. The students learnt a lot from the experience. The key finding in terms of R&D was the creation of an innovative IMC project and related budgeting, as a model for future actions of similar kind with external Clients.