The current cooperation partner for one of our business projects is Mediengruppe RTL Deutschland (Media Group RTL Germany). As always, the students of our English-language Bachelor's and Master's programmes are in close contact with companies from the business world at CBS Business Projects. They work directly with them.
Our students of the MA study programme Digital Marketing and the BA study programme Digital Media Management developed a presence and communication strategy as part of a business project for the Mediengruppe RTL. The focus was on its presence at the Munich Media Days, which will take place again this year in October.
For the Munich Media Days our students designed a concept for a stand of the Mediengruppe RTL. They were in close contact with Uta Schmitto, Senior Marketing Manager at Mediengruppe RTL Germany, and were supported by Prof. Dr. Julia Maintz, Professor of Internet Economics and International Management at CBS. This did not only concern the stand design and its implementation in trade fair construction. It also included the clothing of the Mediengruppe RTL staff, the hostesses and the advertising gifts and giveaways. The focus was on the company's messages, which were to be expressed at the event and in advance. The main focus here was on B2E and B2B communication. Both were based on the topics "Total Video" and "Yesterday-Today-Tomorrow".
In a business project involving students of digital subjects, online communication was of course not to be neglected. Therefore, a transmedia communication strategy was developed especially for the Mediengruppe RTL booth. "Storytelling" was the main focus. The concept served to announce the Mediengruppe RTL's participation in the Munich Media Days in advance and to accompany it during the event, in particular via social media.
Our students suggested a "performance tracking" of the movement and stay patterns of the visitors at the Mediengruppe RTL booth. In addition, the interaction via the social media channels integrated into the communication strategy is to be analysed.
The concept was already very well received by our business project partner. Uta Schmitto, Senior Marketing Manager of Mediengruppe RTL Germany, commented as follows: "A big thank you to the CBS students. The ideas developed for the conception of a new trade fair stand are very promising and we are very pleased that they gave such detailed thought to them. Now it's up to us to put the numerous ideas into action."
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