Market Positioning, Marketing and Sales Strategy & Connected TV

A Business Project in cooperation with Performance Marketing Agency SPCTR.

How to support a fast-growing performance marketing agency in its own field of expertise? This was a challenging task for our MA Digital Marketing and MA International Business students in Summer Semester 2025. In the context of their joint Business Project with performance marketing agency SPCTR., student teams worked on the following tasks:

·       Enhancing SPCTR.’s market positioning;

·       developing a scalable sales strategy for SPCTR.;

·       reviewing Connected TV advertising as strategic additional focus for SPCTR.’s service portfolio.

In their final presentations, the students provided the SPCTR. team with the external view they were interested in. They presented

·       analyses of SPCTR.’s website and social media presences in comparison to competitors and recommendations for optimization (see Figure 2 below);

·       a review of SPCTR.’s customer focus and suggestions of new target groups;

·       strategic recommendations regarding SPCTR.’s sales strategy, loyalty program, and the development of a related partner dashboard (see Figure 1 above);

·       the recommendation to include Connected TV as strategic new focus as part of SPCTR.’s service portfolio.

SPCTR. and CBS on the joint Project

Steffen Stöckel, Co-founder and CEO at SPCTR.: “The collaboration with the CBS Master’s students was an absolute highlight for us. With impressive professionalism, strategic thinking, and strong dedication, the students tackled complex challenges and developed both creative and well-founded solutions. The interdisciplinary combination of Digital Marketing and International Business aligned perfectly with our daily work at SPCTR. It was a great pleasure for us to share our expertise and provide insights into the world of data-driven performance marketing – while also gaining fresh impulses from an academic perspective. A truly rewarding project that we would gladly support again at any time.”

Buşra Polat, MA Digital Marketing student at CBS: “Working on the Business Project with SPCTR. was an incredible opportunity to tackle real-world challenges and apply our academic knowledge in a practical setting. It was both inspiring and rewarding to contribute to a project with real impact.”

Yasmine Moussou, MA Digital Marketing student at CBS: This project was really interesting - allowing us to prove and use the theory learned and mix it with our own creativity in adapting it all to a real-life case. As the company didn't limit our thoughts and creativity, we could all discover new aspects and learn from the entire process. We of course hope to see our recommendations being applied by SPCTR. 

Prof. Dr.Julia Maintz, Professor of Internet Economics and International Management at CBS, had organized the cooperation on the CBS side: “The performance marketing agency SPCTR. was the ideal Business Project partner for our Digital Marketing and International Business MA students. Our MA Digital Marketing students could practice and combine their advanced knowledge and skills in digital marketing with our MA International Business students’ strengths in competitor analysis and (digital) business strategy. Moreover, Steffen Stöckel and his team supported the students continuously during the Business Project process and were available for student questions which was extremely valuable."

About CBS Business Projects

Business Projects are a central component of the CBS degree programmes. A CBS partner organization defines one or more tasks from daily work practice. The CBS students then work on these tasks in subgroups during a semester, supported by their professor and the Business Project partner. At the end of the semester, the students present their results to the partner organization. In the MA Digital Marketing and International Business programmes, the Business Project takes place in the second semester.

About SPCTR.

SPCTR. is a performance marketing agency based in Cologne and Hamburg, Germany. As an external in-house partner, SPCTR. integrates directly into fast-growing companies to build agile, embedded marketing teams. The agency focuses exclusively on performance marketing – leveraging paid social, data-driven campaign strategies, high-converting creatives, and web analytics to deliver measurable business outcomes. With a deep understanding of digital growth dynamics and a hands-on, collaborative approach, SPCTR. helps startups,scale-ups, and established brands scale sustainably and efficiently in today’s competitive digital landscape.

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