IMB students presented their project work at Mercator Headquarters
International Full Time Master Programme in Business Administration (IMB) students have presented their marketing strategies proposals for selected Mercator product groups. These projects were conducted as a practical part of their Marketing for Managers and Multivariate Analysis courses.
The aim was to develop in-depth understanding of the marketing and multivariate analysis applied knowledge value. Mentors Jože Rovan, PhD, Vesna Žabkar, PhD, Tomaž Kolar, PhD and Marko Pahor, PhD, helped students to deal with a research problems defined by Mercator management and find solutions to them via analysing primary and secondary data about consumers, competitors and business environment. With the multivariate analysis research tools, students were able to identify the market segments with respect to their purchasing behaviour and preferences and developed a set of the marketing and positioning strategies for the selected product groups of the largest Slovenian retailer. Project presentations took place on the 10th of February 2011 in Mercator headquarters.
Not only the IMB programme director, project mentors and Mercator product managers attended the presentations, but also board member Mr. Zavrl and Mrs. Štular, executive director for global supply chain management, attended the presentations. The proposed solutions were rated as excellent and it can be expected, that Mercator is going to implement them in their future marketing activities.
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