EMlyon business school
MSc International Marketing & Business Development
Through advertising and digital media, I gained practical experience creating content and helping businesses communicate. I wanted to strengthen my core marketing knowledge.
I wanted to learn more about market research, customers, strategy, and connecting creative decisions to business goals. That led me to move to France for postgraduate study at EMlyon.
- The programme
- MSc International Marketing & Business Development at EMlyon business school.
- Areas of study
- AI for Business, Market Research, Automation, Marketing Strategy, and a Consulting Project.
ACADEMIC PROJECTS
Academic projects
Academic venture concept · EMlyon
Homy
Intergenerational housing platform concept
An intergenerational housing concept connecting seniors with spare space and young people looking for affordable rent.
THE HOMY PITCH FILM
Explore the project
I developed a platform model addressing housing affordability for young people and social isolation among seniors. I tested the idea through market-validation interviews and demand analysis.
I modelled a joining fee and rental commission, then worked through unit economics and operational feasibility, including screening, a trial period, and matching logic to manage risk.
After jury feedback, I refined the positioning to present Homy as a platform rather than an asset-heavy housing business. I created the pitch video entirely with AI.
Read my Homy reflection
Academic business plan · EMlyon
MediExpress
Last-mile pharmaceutical delivery business plan
A business plan for a last-mile pharmaceutical delivery platform in France, developed with a team.
Explore the project
I co-developed the business plan, combining market sizing and competitor analysis with a commission-based revenue model and delivery fees.
The financial work included three-year profit-and-loss projections, break-even analysis, and cash-flow modelling. We also evaluated regulatory constraints and operational scalability.
I developed a go-to-market plan combining partnership acquisition, digital channels, and a CRM funnel to reach customers and partners.
Academic capital-project simulation · EMlyon
New Park Road Stadium
Procurement, risk, and stakeholder decisions
A £47 million stadium redevelopment simulation for Birmingham United FC, balancing financial, contractual, and stakeholder demands.
Explore the project
The simulation required decisions about procurement, contracts, subcontractors, and the sequence of the build. I compared traditional procurement with design-and-build, and fixed-price contracts with a 50/50 pain/gain arrangement.
I modelled exposure to £600,000 per month in delay penalties and assessed subcontractors against price, safety, and sustainability. Design, demolition, superstructure, and commissioning all had to fit into a workable sequence.
The exercise was also about competing priorities: the chairman’s ambition, the bank’s risk tolerance, and the operating team’s capacity.