• Practice is invaluable

  While theory is important in studying, practical experience alongside classroom learning significantly contributes to knowledge.
  To provide GEA College students with as much practical experience as possible, we have been organising the GEA College – Faculty of Entrepreneurship Student Challenge for years. This year’s challenge took place between October 1, 2022, and February 28, 2023, in collaboration with the company VARIS Lendava d.o.o. 
  The company Varis decided to collaborate, according to Mr Sobočan because “we have already worked with GEA College (in the mentoring program), and I was very satisfied as a mentor. That’s exactly why we decided to participate in the student challenge because young people really think outside the box and don’t have limits, which is exactly what attracted us — that your students will bring that final touch that will make Varis stand out from the competition.

• Main goals

  One of the main goals of GEA College – Faculty of Entrepreneurship students collaborating with different companies is to strengthen the connection between the educational institution and the business sector, allowing students to work on real challenges. This helps develop their skills and enables a smoother entry into the labour market.

Both pedagogical mentors, Senior Lecturer Iztok Sila, MBA, and Ms Katja Trop, MBA, closely supervised the students’ work.
The challenge brings numerous benefits, as explained by Senior Lecturer Iztok Sila, MBA: “Students primarily get the chance to work in the real world, tackle real problems, and interact with real company people. They need to combine theory and practice, which is the main advantage of this project.” He adds that this year students were lucky to collaborate “with a multiple award-winning company and a director who has also won several awards.”

• Students proved themselves

  For Varis Lendava d.o.o., students were tasked with preparing proposals for a marketing strategy and budget for introducing sustainable ready-made bathrooms among architects for the target group of elderly people (in nursing homes and assisted living apartments). The talented future entrepreneurs researched both direct and indirect competitors of Varis Lendava d.o.o., and in the end, they developed high-quality proposals for marketing communication and budgets for their execution.

How do students view the challenge? Amaris Djordjević, a student of the Entrepreneurship programme, says it was a real challenge from which everyone learned, which she finds an incredibly positive experience. She adds: “The faculty and this challenge give you the opportunity, even if you don’t know something, to figure it out, try to understand it better, and propose solutions to architects, directors, anyone… you really offer some solutions. So, it gives you practical experience, which you can’t get anywhere else.”

• Business lunch with Ms Sabina Sobočan

  Students were not only rewarded with valuable practical experience but also had the opportunity to attend a business lunch with the director of VARIS Lendava d.o.o., Ms Sabina Sobočan.

The business lunch, modelled after the advantages of the GEA Top Talents module, provides future entrepreneurs with networking opportunities in the business world. It helps develop soft skills for proper behaviour at such events, and it offers a platform where new ideas and business collaborations can be born. 

Proposal for marketing measures to increase the recognition of Gmaj’s property in Goričko and increase sales of trips with the Willys jeep in Tolmin and Kobarid with the surrounding areas.

Students had two tasks available:

• • Willys Jeep trip
    Do you want to experience excitement and embark on an unforgettable adventure while discovering one of the most beautiful corners of the Alps in a legendary, over 70-year-old Jeep? With this automotive icon, we will show you the beauty of the Soča River valley and its largest natural and cultural landmarks. The best part is that this day is dedicated exclusively to you and your desires.

    Main tasks:
    

    • Market research

    • Who is the competition, what are their strengths and weaknesses?

    • SWOT analysis

    • How to reach the maximum number of potential guests (both foreign and domestic)?

    • Which media should be used and how to communicate with potential guests (both foreign and domestic)?

    • Which markets would be most suitable for the experience, and how and where to communicate on foreign markets?

    •  What price would be appropriate?

Is a half-day experience meaningful, is there interest?

Sales goal: Achieve sales of 100 daily excursions in the 2022 season, from mid-April to the end of October, totalling 160-200 days, depending on the weather, with 20-30 guests per day in July and August 2022.

• • Work on recognition to position the Gmaj project on the map of the most attractive accommodations in Pomurje (Goričko) in 2022.
    The Gmaj estate in Goričko is to develop together with the tourists. If they wish, they will be able to participate in creating the estate, building infrastructure, and landscaping. The partners also want to collaborate with local providers, from pumpkin seed harvesting to grape harvesting, hospitality providers, and experiences at surrounding farms. The task for students is to present an innovative, family-friendly sustainable resort for active leisure – plans include wooden bungalows – Čivke, Prekmurian houses – Cimprače, an api-therapeutic beehive, an innovative children’s playground, and team-building/skill-building activities.

    Main tasks:
    

    • Market research.

    • Who is our competition, and what are their strengths and weaknesses?

    • SWOT analysis.

    • How and through which channels can we reach the largest number of potential guests (both foreign and domestic)?

    • With which media and how to communicate with potential guests (foreign and domestic)?

    • What should the communication goals be?

    • How to achieve the best results with the least financial investment.

Sales goal: Achieve sales of 100 daily excursions in the 2022 season, from mid-April to the end of October, totalling 160-200 days, depending on the weather, with 20-30 guests per day in July and August 2022.

Marketing measures proposal for a digital marketing campaign for establishing the sale of home lighting

The main task is to establish the sale of home lighting entirely online.
The main task is to establish the sale of home lighting entirely online. The biggest challenge is how to go beyond the sale of a single light fixture. How can we enable the sale of lighting for an entire apartment, house, or villa online, without physical stores? The question is also whether we can transfer the lighting design service to architects by preparing digital tools and training, allowing them to become an extended arm of the company and earn for the sales themselves. Product prices range from €50 to €4,000.

For an entire house setup, this represents an investment of €2,000 – €25,000.

Framework provided to students:
Be creative and innovative. Think as freely as possible and be creative. However, do not forget or consider:

• The company, portfolio of offerings
• Their business model
• The state of sales – trends and opportunities
• Company successes and references
• The challenges the company faces
• Opportunities available in real business

Marketing measures proposal for acquiring a segment of customers entering the market of creating their own home

Task:
Prepare a proposal for marketing measures to acquire the target group that is either just entering or will soon be entering the market of creating their own home. This group consists of young people aged 20 to 35 years. We expect a set of measures on how to approach the younger target group, how, and where to effectively address them. Innovative approaches are welcome, taking into account the purchasing habits of young people.

Framework provided to students:
Be creative and innovative. Think as freely as possible and be creative. However, do not forget or consider:

• The company, portfolio of offerings
• Their business model
• The state of sales – trends and opportunities
• Company successes and references
• The challenges the company faces
• Opportunities available in real business

Gecko conquers Slovenia: Accelerating sales

Task:
Create a comprehensive strategic marketing plan to create awareness and demand for the new Gecko HRM for small and medium-sized businesses.

Activities:

• Definition of the problem
• Preparation of the approach to market analysis
• Identification of the most important factors
• Task division within the team
• Identification of the most relevant sources of information
• Design and execution of market analysis
• Identification of the most important factors
• Task division within the team
• Identification of the most relevant sources of information
• Processing of preliminary results
• Interpretation of results, preparation of possible recommendations
• Preparation of the marketing-communication plan
• Design of framework creative solutions
• Use of integrated tools (resources)
• Preparation of the project task (elaboration)
• Submission of the task and preparation of possible corrections
• Submission of the final version of the task to the committee
• Presentation of the task
• Internal, in the classroom (each team member)
• Preparation of possible corrections
• Presentation of the best to the committee
• Selection of winning groups and individual students
•  

Watch the video.

How to bring the Lassana brand closer to young people, aged 16 to 25, through a digital campaign?

• Task and Challenges

  The students searched for project solutions to bring the Lassana brand closer to young people aged 16 to 25 through a digital campaign! Over six weeks, as part of the elective course E-marketing, they explored e-marketing channels, the working process, and the user’s buying journey, all while working on the Lassana company example.
  The tasks were structured so that throughout the process, they were building the project task step by step, adding creative elements at the end, and focusing on the final presentation. This presentation lasted 10 minutes in the form of a simulated pitch, similar to what advertising agencies do before clients.

• Task Structure

  Task 1:
  1.1. Consumer buying journey
  1.2. Overview of all digital media used by Lassana
  1.3. Your marketing persona for Lassana

  Task 2:
  2.1. Keyword planner analysis of Lassana’s key words + competition.
  2.2 Selection of keywords for Lassana.
  2.3 Overview of all types of advertising options on social media and selection of the most suitable ones for Lassana.
  2.4 Distribution of the budget across key channels: GDN, Ads; Social media, Media purchase, etc.

  Task 3:
  3.1. Proposal for the landing page for the Lassana marketing campaign (mobile-first)
  3.2 SEO analysis for Lassana and using the findings in the marketing campaign.
  3.3 Preparation of the proposal for which parameters we will monitor in Google Analytics during the campaign.

Development of Marketing Strategy Model: Sales Promotion and After-Sales Activities as Tools for Building/Developing Customer Relationships

• Key Questions and Starting Points for the Duol Student Challenge:

• Understanding and analysing the typical customer (segmentation and targeting – determining characteristics, priorities, and identifying where customers search for information)
• Preparing a marketing strategy model that includes sales promotion and after-sales activities as tools for building and developing customer relationships in markets where Duol is already present, in line with theoretical principles (how to further develop market presence, USP, channels, prices, etc.)
• Designing a detailed strategy for entering two new markets – one where the inflatable hall concept is known, and one where this structure is unknown
• Identifying successful mechanisms (tools) for strengthening brand loyalty
• Preparing a written product (elaboration) and personal presentation.

• Work Process:

  The students first reviewed the existing situation and research in the studied field. Then, they designed the research and gathered the relevant data. They conducted the research, processed the preliminary results, and interpreted them. Based on their findings, they prepared the marketing strategy model and the project task. Finally, they presented their results.

• Watch the video.

Development of Market Analysis and Brand Perception in the Summit Avto Portfolio

The student task was to determine the preferences of millennials in terms of personal car use, purchase, ownership, leasing, etc. Additionally, the students researched the perception of the brands in the Summit Avto portfolio.

• Work Process

  The students first reviewed the existing situation and research in the studied field. They then created a questionnaire and conducted the research. They processed the preliminary results and interpreted them. Based on their findings, they performed market segmentation, prepared the project task, and finally presented the results.

• Watch the video.

Design of Marketing Mix for the Brand

The students participated in the Lotrič challenge and took the opportunity to collaborate with one of the most successful, innovative, and globally oriented companies in Slovenia.
They solved an interesting business challenge, gained new knowledge and experience, worked with excellent mentors at the faculty and in the company, and earned paid internships and an exceptional opportunity to begin a business career in an internationally successful company.

• Task

  The students focused on increasing brand awareness for Lotrič Meroslovje among the entire population of Slovenia.

Their tasks included:

• Industry analysis (external analysis) and company analysis (internal analysis).
• Defining industry characteristics.
• Identifying the selected market – users of products and services.
• Preparing a marketing strategy, including a comprehensive marketing mix.
• Describing the product or service and its benefits for consumers.
• Identifying target groups (preschool children, primary school students, high school students, university students, employees, retirees).
• Defining competitive advantages and positioning.
• Determining pricing policy.
• Identifying sales points (virtual and physical).
• Designing a communication strategy for Slovenia.
• Preparing examples of marketing communication materials.
• Conclusion with findings and recommendations.

• Frameworks

  In the project, the students were creative, innovative, and free-thinking, while also considering the following:

• Analysis of the company’s offerings and operations using publicly available and internal data.
• Lack of awareness of products and services among the population.
• Analysis of brand awareness status.
• Defining the investment.
• Impact on future operations based on real frameworks derived from past financial indicators.

• Watch the video.

Preparation of Marketing-Communication Strategy for the “Millennial” Generation: How to Attract and Delight Millennials to Become Long-Term Satisfied Customers