Students worked on this project along with a global consulting firm. Their role was to generate ideas to expand a large life sciences company's customer base. Students achieved this by developing "personas" for each category of customers; identifying ways to enhance customers' experience; identifying new personas and designing appropriate experiences for them; increasing customer retention and frequency. Some of the methodologies used included observation, interviews, customer journey mapping, and benchmarking best practices across multiple sectors. This project resulted in a presentation of innovative solutions and a Proof of Concept (POC) plan.

Keywords: Marketing, Consulting, Life Sciences, Benchmarking