Radio? Nobody listens to that anymore!
Only a small minority use DAB+.
Spotify is the real competitor.
That was the starting point for the practical project in the ‘Strategic Brand Positioning’ Master’s module within the Market-Oriented Business Management degree programme.
The industry partner for the summer semester of 2026 was 089 Kult, a spin-off of Radio Gong 96.3, Munich’s leading private radio station. Three teams of students worked just like real brand consultancies and communications agencies, and ultimately pitched their ideas to the project partner.
The task was to develop a brand positioning strategy for radio listeners aged 35–49. To this end, the students analysed studies on audio usage, conducted structured interviews with radio managers and carried out an online survey of the Munich radio market. The clarity, validity and depth of the findings impressed everyone involved. An important lesson for consultancy work: you learn the most when you have to put yourself in the shoes of target groups to which you do not belong. And this for a product that you hardly use yourself.
Many thanks to Konrad Schwarz and Sarah Ulrich at Radio Gong and 089 Kult for this exciting project and the valuable insights and feedback.
Companies interested in a practical project: simply get in touch. Next intake: summer semester 2027.
