On 29.11.2019, the time had come again: once again, a case study was carried out together with a company as part of Prof. Dr. Elmar Günther's Strategic Marketing lectures in the Bachelor's degree program in Marketing. This time, the guest was the MINI brand of the BMW Group, 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.
The students took on the role of management consultants. They received a briefing at the beginning of the semester. After several weeks of work, the results were presented to Dr. Gunther Greven, MINI Strategy, Innovation from the BMW Group during the case study day. There was also a question and answer session after each presentation to discuss the proposed solutions. Finally, Dr. Gunther Greven presented the solutions from MINI's point of view as well as opportunities for career entry.
The focus of the exciting task was to apply the models and content taught in the lectures using a real problem from practice. The university would like to thank Dr. Gunther Greven for his extensive and intensive support.
