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BBA students in Brazil promote classical music

Published on 13 July 2021

During the spring semester of 2021, second- and third-year BBA students had the opportunity to work on a project in the field of classical music.

This genre has become more popular among people under 35 and, according to the survey “The Classical Revival in 2020” (conducted by the Royal Philharmonic Orchestra (RPO) and the British Phonographic Industry Association (BPI)), they now represent a third (31%) of classical music listeners in the UK.

Based on this increased interest by the younger audience, SKEMA students worked on a market research project for classical music in Brazil, to analyse Brazilian consumption patterns as well as to come up with insights on how to increase its popularity. They worked on understanding consumer behaviour across the country. The project was guided by SKEMA teachers. 

One of its objectives was to encourage students to learn more about this musical genre by looking at it from the point of view of business management and think of solutions adapted for the Brazilian market.

In addition, students also attended a virtual talk by Luiz Felipe Coelho, Brazilian, first violinist of the Berlin Philharmonic, for the SKEMA Talks session “The Universe of Classical Music”. Luiz Felipe began his violin studies at the age of four and, throughout his career, received grants from the Vitae Foundation to study in Berlin. In 2012, he won the competition for the position of first Violin at the Berlin Philharmonic. He spoke to students about his experiences as a professional musician and his perceptions of this market.

Throughout their academic path, SKEMA students are in contact with professionals from various market sectors so that they can develop as professionals. This is essential for the education of future managers who will need to learn and be able to work in any sector they choose.

Professor Paulo de Castro, language coordinator at SKEMA Brazil, says: “The challenge at first was to undergo a process in which students would be working in a real-life scenario. They got only basic info from the client and had to find the right approach to deal with the situation. In the end, the feedback they received from the research carried out exceeded expectations.”

Want to know more about SKEMA Brazil projects? Send an e-mail to the BBA academic director, professor Karen Haas Dornas (

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