On April 14, the TOP5 student teams from the Economics and Management (EMN) program at CZU Prague presented their final strategic recommendations to representatives of Samsung’s marketing department. These presentations marked the conclusion of a year-long live case study focused on Samsung’s AI product portfolio.
In the winter semester, students analyzed marketing and customer insights related to the Czech market. In the spring semester, they took a strategic management perspective and developed detailed go-to-market strategies for introducing Samsung AI products to Czech consumers.
The assignment challenged students to think like Samsung brand managers: identify high-potential target segments, evaluate the competition, and design effective and measurable strategies that align with Samsung’s global brand purpose—human-driven innovation and the motto #DoWhatYouCant.
Out of 20 participating teams, five were selected for the final presentations based on their analytical quality, creativity, and strategic thinking.
The project was conducted as part of the Marketing and Strategic Management courses under the supervision of Dr. Jana Pitrová, lecturer at the Department of Management and Marketing with a great support of Zuzana Moudrá from Cheil and the Samsung Czech Republic team.
