Digital Operations team of an international organisation Western Union together with Kaunas University of Technology (KTU) Strategic Management Department ran an integrated Digital Operations business case.
Western Union was represented by Laura Garbenčiūtė-Bakienė, Aistė Albertavičiūtė and Rasa Stonytė, KTU – by professor Jurgita Sekliuckienė and students of the International Business masters programme.
Students had to launch a new digital payment product into United Arab Emirates market. They had to prepare marketing guidelines for both go-to-market and long-term plan and a perceptual map.
Four students’ teams worked independently for two months to create a marketing campaign with a main communication message, visualisation and media plan. All business cases were represented and evaluated by Western Union’s Digital Operations team. The students’ results were appreciated for great analytical insights on the customers’ segmentation, for creative communication messages and for realistic marketing media plans.
Western Union looks forward to further cooperation with KTU, such as solving different business cases and organising other activities.
