In the fourth semester of the IBM degree programme at Rhine-Waal University of Applied Sciences (HSRW), Prof. Dr. Marina Gregorić offers students the opportunity to apply their knowledge in a practical student project. This project, working on a real-life research question and research aims designated for a company in the two courses “Digital Marketing” and “International Marketing and Brand Management”, is a testament to the students’ academic prowess and practical skills. Students were offered the opportunity to participate in projects that applied theoretical knowledge and contributed to solving real sector problems. ‘Our students gain insights into actual business processes, get to know the local businesses and develop creative solutions,’ says Prof. Dr. Marina Gregorić, who is delighted with this win-win situation. In return, companies in the region benefit from free marketing advice: `As a professor of marketing, I am happy to support this format, which promotes the good relationship between our university and the regional economy,” says Prof. Dr. Marina Gregorić.
A traditional company is seeking new digital marketing opportunities
For this semester’s student projects, Julia Roelofsen, our Innovation Manager for Economy, approached the Kleve-based company Hermsen. The medium-sized B2B company, a distributor of catering and hygiene materials, sought to understand how its current presence in digital media compares to that of its competitors. Hermsen has a successful 40-year track record and continues to grow in the rapidly changing packaging industry, preparing to move to its new, modern facilities at the beginning of 2026. Despite its stable market position, Hermsen thinks about the future – a key motivation for its collaboration with HSRW – and asked students to suggest ideas for a digital marketing strategy and campaign. At the end of June 2025, the results of the individual working groups were presented to Hermsen’s management. The exciting part was the wide range of creative ideas for marketing campaigns and the use of various digital marketing channels.
Joachim Just and Theresa Just-Hermsen, representing the management, were enthusiastic about the project and welcomed students’ ideas. And were not disappointed. Reflecting on the event, Theresa Just-Hermsen says:
’The students pitched many helpful ideas. We realised that we still have a lot to learn in the field of digital marketing,’ and laughs: ’It’s apparent that we’re no experts when it comes to social media. It’s excellent that suggestions came also from beyond the digitalisation.`
Their openness to learning and appreciation of the students’ insights is a testament to their respect for the expertise of the next generation.
The following student projects in the field of marketing are already being planned as a collaboration of our project and Prof. Dr. Marina Gregorić within the scope and learning outcomes of Marketing courses. There is hardly any other business field, where methods and possibilities change so rapidly; therefore it is essential to work in close collaboration with education and the real sector. Young talent and fresh perspectives are extremely valuable for regional and international economic development. Companies interested in collaborating on student projects are welcome to contact Julia Roelofsen.
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