As part of their Sport Marketing unit, students work around the real case of a German sport fashion firm and lifestyle internet platform in order to support their business activities in the UK.

The success of the entrepreneurially driven and award-winning myboshi brand in continental Europe is built on the refreshing way it challenges old crafting traditions and inspire creative communities to ‘crochet their own world’.

 Organized by Dr Tim Breitbarth (Faculty of Management), the work on the students’ marketing plans kicked-off with a one-day intense case workshop on campus. A similar workshop involving industry as part of his undergraduate delivery was trialed in 2014 already.

This format includes various short input sessions, a number of small assignments and action-based group work as well as selected presentations and instant discussion/feedback.

Students also had the chance to talk to Thomas Jaenisch, one of the two founders and CEO of myboshi, via video link in order to learn more about the past, present and future of the business.

As part of his ongoing collaboration with industry, Dr Tim Breitbarth will provide the firm’s management with a short report based on the students’ work. Already, during the video conversation a storyboard from one of the student groups for a viral campaign did catch Thomas’ very interest.

Picture 1: Thomas Jaenisch, CEO and founder of myboshi, getting interviewed by students in order to gain more insights into the business as basis for the students’ marketing plans

Picture 2: Students in a fishbowl discussion situation as part of the one-day intensive workshop

Picture 3: One of various short input sessions leading to short group assignments as part of the one-day intensive workshop (here delivered from Dr Christopher Huth, visiting scholar from Bayreuth University)