In winter semester 2023/24, first-semester MCCM students were presented with an exciting opportunity to develop an employer branding campaign in close collaboration with Schwarz Unternehmenskommunikation and Schwarz IT. Schwarz IT manages the entire IT infrastructure and all software solutions within the companies of Schwarz Group, including the retail pillars Kaufland and Lidl.

Following a warm welcome in Neckarsulm and an in-depth briefing, students were provided with insights into the history of the companies of Schwarz Group. In the subsequent weeks, the three groups initiated their strategic work, kicking off the first project phase: empirical data collection.

Through surveys and interviews, students gained deep insights into the needs and desires of the target audience. Based on these insights, they strategically developed communication tasks, thoroughly analyzed the company, and created compelling communication strategies to position Schwarz IT as an attractive employer to attract new IT talents.

The highlight of the project was the final pitch at the end of the semester. With enthusiasm and dedication, the MCCM-students presented their hard work and innovative ideas. The diverse approaches within the three groups provided Schwarz IT with a wide range of strategic solutions. From the Business School’s standpoint, the project was very successful: "I was impressed by the conceptual strength and analytical-strategic foundation of the concepts", stated supervising lecturer Prof. Dr. Felix Krebber.

Susanne Marell, Executive Vice President for Communication and Sustainability also stated: "The presentations impressed us with their clear thread and high textual quality. The students contributed with great commitment and passion. We gained valuable design ideas, creative impulses, and important insights into the target group.” This positive feedback underscores the success of the collaboration and the high level of the developed concepts.

Though the project phase has drawn to a close, this does not mean the end of the collaboration. The MCCM-students have been invited to provide advisory support to Schwarz IT for campaign implementation, signaling the company’s trust and appreciation for the three groups.

Overall, the project was a valuable experience for the students. Not only technical knowledge was deepened, also important soft skills such as teamwork and problem-solving skills were developed: "The intensive work in teams and with the client has propelled us significantly in both personal and professional development, providing us with valuable insight into our future professional life." – Vanessa Neumüller, MCCM-student.

The MCCM-program appreciates the opportunity and looks forward to the final concepts from Schwarz IT!

Text: Alessia Guerrieri, Elena Klugt

Interested? More information about our Master Corporate Communication Management can be found here.