Once again, students of the Bachelor's degree program in Marketing were given the opportunity to work on a case study on Merck, in close cooperation with the Darmstadt-based company itself. The case study is part of the Strategic Marketing lectures given by Prof. Dr. Elmar Günther. The aim was to analyze strategic market development in France and develop a concept.
To this end, the students took on the roles of management consultants and received a comprehensive briefing from Merck at the start. All student teams then dealt with the conditions and specifics of the French healthcare market and developed, among other things, a comprehensive analysis and a marketing approach.
After several weeks of preparation, the results were presented during a case study day to Dr. David Thomas of Merck France, who had traveled especially from Lyon. Each presentation was followed by a question and answer session to discuss the proposed solutions.
Through this exciting task, the students were able to apply the models and content taught in the lectures to a real-life problem. The university would like to thank Dr. David Thomas and Merck for their renewed generous support.
