Project seminar “Market Analysis“ with Magdeburg University and VIMA partners

A further exciting project with practical relevance has been started: For HUGO BOSS ESB students in their 7th semester in the International Management Double Degree programme and students from Magdeburg University are conducting a market analysis in the area of CRM – Customer Relationship Management. Professor Dr Schütz and Professor Dr Sarstedt (Chair of Marketing, Magdeburg University) are supporting the students by providing practical tips and advice.

Mr Christopher Barth (Head of CRM, Customer Experience and Corporate Development) and Mr Matthias Drost (Team Leader Digital Performance Marketing & Analytics) welcomed the project group to the joint kick-off at the BOSS headquarters in Metzingen with the Magdeburg part of the team attending via Skype.

As part of the seminar the participants will develop a  ”Customer Engagement Model“ for HUGO BOSS. The students in the inter-university team are also learning to carry out project work across several locations. Each team is analysing one of the four European core markets: the UK, France, Germany and the Netherlands. Since the project group uses a large amount of real market data for the analysis, the project work has great practical relevance for corporate partners. 

In January next year the winning team will present the results to the management of HUGO BOSS.