Juventus Academy Shanghai has been invited to attend an international marketing lecture of Donghua University, taught by the professor Elisabetta Aliverti, as a case study of a service centered brand international marketing management.
J-Academy in Shanghai is indeed not only a partner of Juventus FC, but also an international extension of its brand, created to spread its philosophy adapting it to the local market and culture. The almost 100 Juventus Academies around the World can be seen as the biggest International “Brand Development” Investiment in the history of a football club’s marketing.
Participating to this lecture and answering questions of students coming from all around the world was an amazing experience for the Academy management team, who is ready to follow up and accept any kind of insight and ideas or inquiries coming from these young brilliant minds. The best way to learn is in fact exchanging opinions and practicing the theory in the most complex of the realities.
Marketing-wise, Juventus Academy Shanghai is indeed a very complex reality. Maybe one of themost challenging to understand and deal with from the point of view of marketing specialists. The most challenging part -as we explained to these young studentsfrom Donghua University- is the nature of our costumer persona.
The members of Juventus Academy Shanghai are the most interesting, various and special client in the modern markets. A mix of culture, languages, historical backgrounds and life experiences that makes it almost impossible to provide a kind of service that will satisfy everyone.
Here is the the most interesting point: how do you satisfy a costumer that was born and grew up in Europe up to middle school, then moved to Asia and studied in an international school in a second language, from the point of view of a third culture?
There is not only one answer to this question, but for sure there is a big margine open to research and progress. Starting from a local and international marketing network and a double language communication system, Juventus Academy Shanghai works hard everyday to expand and find the best solutions to provide its members with the widest range of services that will meet the needs of all.
“Where do you find your players?”, “How to poeple get selected to go play in professional clubs thanks to the Academy?”, “What are the mainvalues of Juventus Academy brand identity?”, “How do you measure satisfaction among your costomers?” These are some of the main questions asked during the lecture. All of them have been answered from the technical point of view by the football manager Radfan, by the founderMatteo and from the marketing point of view by the marketing specialist.
Speaking of satisfaction, a good marketing specialist knows that the best way to measure satisfaction is through engagement, that is why we will leave you now with a question:
“What do you think is the best feature of Juventus AcademyShanghai in 2022?”
Message us with your toughts and answers,
A big thank you to Donghua University and see you soon everyone after this difficult moment offight against Covid-19.
Online or OfflineJ-Acadmy is there for its players and families,
Happy Spring Break.