Master’s students from the programmes Digital Media Management and Intercultural Communication visited Carl Hanser Verlag to present the results of their applied project work.

The project focused on developing marketing strategies for plastics.ai, the publisher’s innovative AI-based solution for the global plastics industry. Building on their coursework in Customer Centricity and Digital Business, the students developed persona models, defined customer value propositions, and designed market entry strategies for different countries and industry sectors.

Thanks to their intercultural competencies and personal insights into their respective home markets, the students contributed diverse and innovative perspectives. Presenting their concepts directly to the Hanser team and receiving professional feedback offered valuable experience in real-world business settings.

The project clearly demonstrated how academic skills such as critical thinking, intercultural collaboration, and methodological expertise can be translated into tangible business impact.