Skip to content


In cooperation with the agency pilot Hamburg, Brand University of Applied Sciences students developed a communication concept for the brand of an international confectionery manufacturer. Under the direction of Donika Cetaj and Sebastian Medwed, both Social Media Managers at pilot, and Prof. Ute Röseler, Course Director Brand Management, 3rd semester students presented strategy, goals and recommendations for action for the confectionery brand in four different concept routes in order to reach the “Generation Z” target group.

Based on an intensive situation analysis, the students created profiles in a workshop with pilot persona profiles, among other things, in order to pick up the target group with a specific communication message in their communication channels with selected media formats. For the final presentation, which was also attended by Nicolas Diekmann (Head of Social Media) and Carlota Herthel Nissen (HR Manager/Recruiting) from pilot, the students demonstrated their analytical and creative skills in a professional presentation.

“As part of our joint practical project, our expectations were exceeded in view of the very demanding task. We were able to enjoy four very different presentations from the students, all of which were well thought out, stringent and creative. In addition, the participants presented their work remarkably well: professionally, varied and sympathetically,” said Donika Cetaj and Sebastian Medwed.

Module | Marketing Conception
Lecturer | Prof. Ute Röseler
Semester | 3rd Semester Brand Management

About Pilot

pilot is an owner-managed agency group that focuses on modern brand communication in the digital age. Its core competencies include the integration of classical and digital media as well as a close interaction of media with creation and technology on the basis of research findings. More than 410 employees in Hamburg, Berlin, Stuttgart, Munich and Nuremberg work for companies and brands such as Bauer Yoghurt, Conditorei Coppenrath & Wiese, Deutscher Sparkassen- und Giroverband, Henkell & Co. Group, Jack Wolfskin, Melitta, Procter & Gamble.