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Mercator project 2017

17.02.2017Comments are closed.,

On the 17th of February, after an intensive 7-week work students of Faculty of Economics – IMB programme have concluded and presented the marketing strategy projects to the CEO of Mercator, Mr. Toni Balažič, and the category managers of Mercator. The project is part of IMB studies for several years and represents one of the most complex projects at this programme, which is led by Prof. Janez Prašnikar.

The introductory part of the project is familiarization with the management decision problems for selected categories, presented to us(students) by category managers. Marketing strategies were developed based on statistical and multivariate analysis, analysis of big data and strategic marketing. We continuously acquired knowledge through regular study process and promptly implement it into the project. In the field of statistics and multivariate analysis we received lectures and help from Denis Marinšek, PhD, CFA, in the field of big data from Prof. Marko Pahor, PhD and in the field of marketing from Prof. Vesna Žabkar and Tamara Pavasovič Trost, PhD. All our questions and dilemmas were also answered by a visiting professor Prof. Lakshman Krishnamurthi, who teaches at MBA-executive programme at the Kellogg School of Management at Northwestern University and is a renowned expert in the field of marketing.

The project is based on short timeframes and plenty of teamwork, which is essential for the development of appropriate strategic recommendations for the company. Developing marketing strategies on real professional challenges/cases represents an important added value for the studies.


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