As part of the Marketing Case Study course in the second year of the graduate study program in marketing, taught by Prof. Dr. Marija Ham, cooperation was established with the Digital Innovation Incubator, a project traditionally held at the Faculty of Economics in Zagreb and organized by the Institute for Innovation.
The Digital Innovation Incubator is an online project that brings together students from different faculties with the aim of developing creativity and innovative thinking. Participants have the opportunity to collaborate with leading regional companies and compete in creatively solving real business challenges within selected industries, in international competition. The project consists of three parts: an educational program and training, a creative problem-solving competition, and a final conference and grand finale.
Among the numerous teams that applied, 36 teams of students from different countries, who competed in solving business cases from six different industries, made it to the grand finale. The students from the Faculty of Economics in Osijek convincingly won first place in the media industry category, according to the assessment of a four-member expert jury.
The winning team consisted of students: Gabrijela Garić, Petra Grbeš, Lucija Jurišić and Ena Kubica. In their work, they analyzed the state and challenges of the Croatian television market, with special emphasis on Nova TV, its competition, and changes in viewer behavior caused by digitization and the emergence of global streaming services. As a solution, they proposed the development of an advanced streaming platform that includes content personalization using artificial intelligence, a virtual assistant, interactive digital screens in public places, innovative AI tools and socially engaged projects.
Photo: awarded students and mentor Marija Ham
