Skoda's brand communication comes under review
- 20.08.2025
- Practical Project
Project launch at the University of Applied Sciences Kufstein Tirol: The student team with Prof. Dr. Kristina Kampfer, Prof. Dr. Dr. Mario Situm, and representatives from Škoda Austria at the official kick-off of the practical project.
As part of a practical project, students of the bachelor's degree program in Business Management (Leadership & Business Management) analyzed the brand communication and cooperation strategy of the automobile manufacturer Skoda and presented a new and future-oriented concept.
Eight students from the bachelor's degree program in Business Management (now Leadership & Business Management) worked with the car manufacturer Škoda on a practical project. The aim was to analyze the existing brand communication and cooperation strategy and develop a new concept based on this.
Škoda was founded in 1895 and is now one of Europe's most traditional car manufacturers. The Czech company has been part of the German Volkswagen Group since 1991.
MOOD ON THE MARKET
At the beginning, the students conducted online surveys among car dealerships and existing and potential customers to gather current opinions about the brand. In addition, they analyzed previous collaborations with brand ambassadors and developed concrete proposals for new, potential cooperation partners.
THE PROJECT HAS SHOWN US HOW CRUCIAL A CREDIBLE BRAND PRESENCE IS IN COOPERATION WITH BRAND AMBASSADORS. AUTHENTICITY BEATS REACH.
Yakob Kurz
Student
The result was clear: collaboration with brand ambassadors is set to change. It is no longer reach alone that determines success, but rather the nature of the collaboration. Authenticity, a shared understanding of values, and clear communication are among the key criteria when it comes to actually reaching the target audience.
The analysis also highlighted the importance of a structured start to cooperation. Clear communication of brand values and comprehensible formulation of goals and guidelines play a decisive role in successful collaboration.
Ongoing scoring and KPIs (key performance indicators) as well as final feedback loops also create a credible and long-term basis for cooperation. They enable transparent management and promote open communication between the company and the brand ambassadors.
INSPIRATION FOR THE FUTURE
The results and recommendations of the students were met with great interest at Škoda Austria. The fresh perspective from outside the company was particularly convincing, bringing new approaches to the further development of brand communication.
“The results of the project provide us with valuable insights for the further development of our communication strategy,” says the Škoda Austria team. “The students' unfiltered view from the outside was a real bonus for us.” The project once again demonstrates how practical cooperation between business and higher education institutions opens up innovative perspectives and the role that targeted, data-based work plays in brand development.
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This article was written by students on the full-time bachelor's degree program in Business Management as part of their practical project.