Key Takeaways
- Field of study: Business Project in the Business Psychology programme and in the Business Administration & Management programme (specialisation: Business Psychology) at CBS.
- Project format: Four student teams worked over a period of 12 weeks on real business challenges from ROLAND Legal Protection and ROLAND Assistance.
- Focus of the project: Sales and marketing from a business psychology perspective, including approaches such as nudging.
- Academic supervision: Academic guidance provided by Prof. Dr. Céline Rojon.
- Final presentation: Presentation of the results directly at ROLAND with feedback from the CEO and other company representatives.
- Practical relevance: The project demonstrates the structural integration of real-world business experience into CBS degree programmes.
Practice meets psychology: consulting in a real business context
Practice projects are systematically integrated into study at CBS. Students do not work on fictional case studies but on real challenges from companies.
In the current Business Project in the field of Business Psychology, four student teams developed concrete solutions for ROLAND Rechtsschutz and ROLAND Schutzbrief over a period of twelve weeks. The aim was to combine scientifically grounded methods with real business practice.
Sales and marketing from a business psychology perspective
The project focused on key questions related to sales and marketing. The teams analysed, among other things:
- customer decision-making processes
- behavioural economic mechanisms
- psychological influence factors in sales processes
- the application of nudging approaches
Based on these insights, the students developed practical, innovative, and implementable recommendations for the company.
Presentation on site at ROLAND Legal Protection
The highlight of the project was the final presentation directly at ROLAND. The students presented their results in direct exchange with professional contacts and also received feedback from the CEO and other company representatives.
Presenting results in a real corporate environment creates a realistic consulting situation. Students defend their arguments, respond to questions, and take part in strategic discussions at eye level.
Präsentation vor Ort bei ROLAND Rechtsschutz
Der Höhepunkt des Projekts war die finale Präsentation direkt bei ROLAND. Die Studierenden stellten ihre Ergebnisse im direkten Austausch mit fachlichen Ansprechpartner:innen vor und erhielten zusätzlich Feedback vom CEO und anderen Unternehmensvertretern.
Diese Form der Präsentation im Unternehmenskontext schafft eine realistische Beratungssituation. Die Studierenden verteidigen ihre Argumentation, reagieren auf Rückfragen und erleben strategische Diskussionen auf Augenhöhe
Academic supervision and close collaboration
The project was academically supervised by Prof. Dr. Céline Rojon, who supported the teams in applying scientific methods in a structured way and preparing their results in a well-founded manner.
Special thanks go to ROLAND Rechtsschutz-Versicherungs-AG, as well as Joachim Schabacker, Simon Riedhammer, and all other participants for the trusting cooperation.
Wissenschaftliche Begleitung und enge Zusammenarbeit
Das Projekt wurde fachlich von Prof. Dr. Céline Rojon begleitet. Sie unterstützte die Teams dabei, wissenschaftliche Methoden strukturiert anzuwenden und ihre Ergebnisse fundiert aufzubereiten.
Ein besonderer Dank gilt der ROLAND Rechtsschutz-Versicherungs-AG sowie Joachim Schabacker, Simon Riedhammer und allen weiteren Beteiligten für die vertrauensvolle Zusammenarbeit.
Real-world business experience integrated into the curriculum
The Business Project with ROLAND Legal Protection and ROLAND Assistance is a clear example of the company-integrated study concept at CBS.
In our business-related programmes, the connection with real-world business experience is systematically integrated through:
- Business Projects with real strategic and operational challenges from partner companies
- regular guest lectures from executives and industry experts
- conventions that create space for interdisciplinary learning and practical leadership experiences
- case studies and simulation games addressing typical business challenges
- mandatory internships for applying subject-specific competences in a corporate context
- dual study formats with continuous integration into company structures
- a network of more than 1,300 partner companies across different industries
This structured integration enables students to not only analyse business challenges academically but also to develop well-founded decisions under real market conditions.
Through projects like this, CBS demonstrates its commitment to connecting business and academia and preparing students for leadership roles in a global and sustainability-oriented economy.
Conclusion: relevant learning in a real business environment
This project shows how business psychology can create real impact in a corporate context. Scientifically grounded methods meet real market conditions.
For students, this means genuine practical experience, direct company contacts, and a deeper understanding of strategic decision-making processes.
At CBS, practice is not an add-on, but an integral part of the programme structure.
Key Takeaways
- Field of study: Business Project in the Business Psychology programme and in the Business Administration & Management programme (specialisation: Business Psychology) at CBS.
- Project format: Four student teams worked over a period of 12 weeks on real business challenges from ROLAND Legal Protection and ROLAND Assistance.
- Focus of the project: Sales and marketing from a business psychology perspective, including approaches such as nudging.
- Academic supervision: Academic guidance provided by Prof. Dr. Céline Rojon.
- Final presentation: Presentation of the results directly at ROLAND with feedback from the CEO and other company representatives.
- Practical relevance: The project demonstrates the structural integration of real-world business experience into CBS degree programmes.
Practice meets psychology: consulting in a real business context
Practice projects are systematically integrated into study at CBS. Students do not work on fictional case studies but on real challenges from companies.
In the current Business Project in the field of Business Psychology, four student teams developed concrete solutions for ROLAND Rechtsschutz and ROLAND Schutzbrief over a period of twelve weeks. The aim was to combine scientifically grounded methods with real business practice.
Sales and marketing from a business psychology perspective
The project focused on key questions related to sales and marketing. The teams analysed, among other things:
- customer decision-making processes
- behavioural economic mechanisms
- psychological influence factors in sales processes
- the application of nudging approaches
Based on these insights, the students developed practical, innovative, and implementable recommendations for the company.
Presentation on site at ROLAND Legal Protection
The highlight of the project was the final presentation directly at ROLAND. The students presented their results in direct exchange with professional contacts and also received feedback from the CEO and other company representatives.
Presenting results in a real corporate environment creates a realistic consulting situation. Students defend their arguments, respond to questions, and take part in strategic discussions at eye level.
Präsentation vor Ort bei ROLAND Rechtsschutz
Der Höhepunkt des Projekts war die finale Präsentation direkt bei ROLAND. Die Studierenden stellten ihre Ergebnisse im direkten Austausch mit fachlichen Ansprechpartner:innen vor und erhielten zusätzlich Feedback vom CEO und anderen Unternehmensvertretern.
Diese Form der Präsentation im Unternehmenskontext schafft eine realistische Beratungssituation. Die Studierenden verteidigen ihre Argumentation, reagieren auf Rückfragen und erleben strategische Diskussionen auf Augenhöhe
Academic supervision and close collaboration
The project was academically supervised by Prof. Dr. Céline Rojon, who supported the teams in applying scientific methods in a structured way and preparing their results in a well-founded manner.
Special thanks go to ROLAND Rechtsschutz-Versicherungs-AG, as well as Joachim Schabacker, Simon Riedhammer, and all other participants for the trusting cooperation.
Wissenschaftliche Begleitung und enge Zusammenarbeit
Das Projekt wurde fachlich von Prof. Dr. Céline Rojon begleitet. Sie unterstützte die Teams dabei, wissenschaftliche Methoden strukturiert anzuwenden und ihre Ergebnisse fundiert aufzubereiten.
Ein besonderer Dank gilt der ROLAND Rechtsschutz-Versicherungs-AG sowie Joachim Schabacker, Simon Riedhammer und allen weiteren Beteiligten für die vertrauensvolle Zusammenarbeit.
Real-world business experience integrated into the curriculum
The Business Project with ROLAND Legal Protection and ROLAND Assistance is a clear example of the company-integrated study concept at CBS.
In our business-related programmes, the connection with real-world business experience is systematically integrated through:
- Business Projects with real strategic and operational challenges from partner companies
- regular guest lectures from executives and industry experts
- conventions that create space for interdisciplinary learning and practical leadership experiences
- case studies and simulation games addressing typical business challenges
- mandatory internships for applying subject-specific competences in a corporate context
- dual study formats with continuous integration into company structures
- a network of more than 1,300 partner companies across different industries
This structured integration enables students to not only analyse business challenges academically but also to develop well-founded decisions under real market conditions.
Through projects like this, CBS demonstrates its commitment to connecting business and academia and preparing students for leadership roles in a global and sustainability-oriented economy.
Conclusion: relevant learning in a real business environment
This project shows how business psychology can create real impact in a corporate context. Scientifically grounded methods meet real market conditions.
For students, this means genuine practical experience, direct company contacts, and a deeper understanding of strategic decision-making processes.
At CBS, practice is not an add-on, but an integral part of the programme structure.
