Monday | 13. March 2017

Interdisciplinary Project with Mast-Jägermeister: Bachelor and Master Students deliver successful final presentation


In cooperation with liquor producer Mast-Jägermeister, Bachelor and Master students from Macromedia Berlin researched the consumer behavior of digital natives in an interdisciplinary project during the winter term 2016/17. On February 16th, they successfully presented their final findings at the company’s headquarter in Wolfenbüttel. A review by Nora Werbeck.


(Berlin) Recent trend reports reveal: the attitude of young people towards consuming alcohol is changing. Global developments such as the health trend, globalization, the growing network society, the demographic changes and the trend towards individualization and reevaluation of traditional social values profoundly reshape the consumer and leisure behavior of young customers. These developments inspired marketing-expert Prof. Dr. Brigitte Kleinselbeck and Lukas Ciosanski, Gastronomy marketing manager at Mast-Jägermeister, to initiate a large-scale interdisciplinary research project with bachelor and master students of various study programs. Its goal: delivering in-depth findings about behavioral patterns, needs and wants of young consumers in the high energy market of the 21st century.

Interdisciplinary Research Design for Bachelor and Master Students

Now, the students presented their final findings at the company’s headquarter in Wolfenbüttel in front of executive managers and representatives of various company departments as well as project partner Lukas Ciosanski. Over five months, bachelor students from the study programs Brand Communication & Advertising and Journalism as well as students from the master program Media and Communication Management had worked to answer questions about the future of the high energy market. While the bachelor group engaged in classic market research, the master group under guidance of Prof. Thomas Stegmann used a design thinking approach to develop innovative marketing measures. In November, the groups had already presented their interim findings and first promising suggestions in Wolfenbüttel.

Final Presentation Met With Great Interest and Enthusiasm by Project Partners

In their final presentation, representatives of both groups now elaborated the combined findings from expert interviews, online-questionnaires and consumer observations. Furthermore, they had designed various consumer decision journeys for different consumer clusters. That way, they managed to analyze and explain the behavior of the Gen Y in the nightlife and to point out triggers that activate this particular target group. In conclusion, the students presented targeted, innovative suggestions for the future gastro marketing of Mast-Jägermeister. Manager Lukas Ciosanski was impressed: “I wrote down seven findings that I’ll definitely pursue further!”, he stated afterwards. After the presentation, the interested project partners discussed and compared their previous assumptions about the target group with the new findings the project work had revealed. “I’ve never witnessed such a vivid discussion following a presentation”, explained a surprised Ciosanski.

Successful Resume: Cheers to a Semester of Hard Work!

Both student groups achieved their goals for the research process guided by professors Brigitte Kleinselbeck and Thomas Stegmann: They managed to develop innovative ideas and future scenarios for the popular spirits brand Jägermeister. A successful resume for both students and project partner: Mast-Jägermeister already uttered interest in a follow-up cooperation with Macromedia University. And what else is there to celebrate with after a semester of hard work if not a glass of Jägermeister? Cheers to a successful project conclusion!

Find out more about the study programs at Macromedia University here.


At the Mast-Jägermeister headquarter in Wolfenbüttel, a delegation of bachelor und master students presented the final results of their interdisciplinary project.

Over one semester, the students had been developing innovative marketing solutions for Mast-Jägermeister.

Now the students celebrated the successful project conclusion with the Jägermeister coaches.

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