THI Business School students develop marketing concept for RATIONAL AG

THI Business School students have developed an innovative marketing concept for the digital kitchen management tool ConnectedCooking for RATIONAL AG, the world market leader in intelligent cooking systems for professional kitchens and a member of the SDAX. Divided into two sub-projects, one team created a detailed competitive analysis, while the other team developed proposals for concrete marketing measures.

Among other things, the students from the Marketing / Sales / Media master's degree program conducted a survey to determine the technical requirements among customers for using digitalization tools in the kitchen. At the same time, they asked about the general willingness to access such digital solutions. The final presentation took place digitally via video conference with the participation of Rational AG management.

Prof. Dr. Bernd Scheed, Professor of International Management and Marketing, supervised the project on the THI Business School side. Practical projects like this one, with cooperation partners from industry, are an integral part of all courses of study at THI Business School.