TV or streaming? Our students of the Master’s programme “Digital Marketing” and the Bachelor’s programme “Digital Media Management” were given the task to develop ideas in a business project with RTL and TVNOW as to how both could be combined. They were also asked to develop recommendations on how brand love and user integration could be strengthened for both. For three months, four teams of students worked intensively with the RTL and TVNOW brands and presented their ideas and concepts via live online connection to a jury consisting of Uta Schmitto (Team Leader RTL Advertising Coordination & Promotion Planning; Operative Program Planning), Norma Jenner (Social Media Manager, TVNOW & Project Management Stream Team), Felix Lünzner (HR Recruiting & Employer Branding, Mediengruppe RTL) and Michael Zschieche (Brand Management, RTL). Prof. Dr. Julia Maintz, Professor for Internet Economics and International Management, coordinated the project from the CBS side and emphasised: “The business project with RTL and TVNOW was simply ideal for the students: they were able to work on challenging topics from an extremely exciting organisation and were continuously and reliably supported by our cooperation partners”.
Four perspectives on RTL and TVNOW
The first group of students compared the social media presence of TVNOW and the TVNOW “Stream Team” as well as the competitors and presented their customers with concrete recommendations for action. The second group developed suggestions for TVNOW’s business model. The third group developed proposals for marketing measures to strengthen TVNOW’s brand love. Based on a comprehensive analysis, the fourth group finally showed how the two brands RTL and TVNOW are accepted on social media.
Creative impulses from the students
Bernd Reichart, Managing Director of Mediengruppe RTL Deutschland, also joined the online conference and sent his personal thanks to the students: “In the crisis, information and entertainment are more important than ever for our viewers and users. And for us, a close exchange with them is particularly valuable in order to learn more about them and their needs. Therefore we are grateful for the many innovative ideas and creative impulses”.
In addition to the practical experience which the students gain by working on real business cases, our business projects open up career opportunities, as Felix Lünzner, Personnel Officer Recruiting & Employer Branding, Mediengruppe RTL, emphasised: “The first students from the CBS have expressed interest in internships and we have already received the first application”.