On 29.11.2019, it was that time again: For the second time, a case study was worked on together with a company as part of the Strategic Marketing lecture by Prof. Dr. Elmar Günther in the Bachelor's degree program in Marketing. This time, the MINI brand of the BMW Group was the guest, for which the students analyzed the German vehicle market and developed a positioning strategy for the MINI BEV (Battery Electric Vehicle). The special feature of this case study was that it dealt with very topical issues relating to the product launch of the electric vehicle.
To do this, the students took on the roles of management consultants. They had received a briefing at the beginning of the semester. After several weeks of work, the results were presented during the case study day to Dr. Gunther Greven, MINI Strategy, Innovation from the BMW Group. In addition, after each presentation there was a question and answer session to discuss the proposed solutions. Finally, Dr. Gunther Greven presented the solutions from MINI's point of view as well as opportunities to start a career.
The focus of the exciting assignment was to apply the models and content taught in the lecture using a real problem from practice. The university would like to thank Dr. Gunther Greven for his extensive and intensive support.
