September 16, 2025
The Department of Marketing at the Faculty of Economics in Osijek proudly announces a successful collaboration with Primax d.o.o., a leading company in the development of sustainable products. This partnership resulted in the creation of a marketing plan for the innovative Ecolant product—a lantern made of non-flammable paper—which has been recognized and awarded at prestigious international trade fairs.
As part of this project, final-year graduate students from the Marketing program had the opportunity to work in a real business environment. Through an interdisciplinary approach, they developed strategies for promotion, distribution, pricing, and product branding. The project was carried out within the course Marketing Planning, which connects theoretical knowledge with practical assignments, enabling students to gain relevant experience and a deeper understanding of contemporary market trends. The Croatian Marketing Association (CROMAR) participated in the project by providing a scientific dimension, in line with its primary mission.
According to Prof. Dr. Helena Štimac, course leader, “The collaboration with Primax d.o.o. represented an exceptionally valuable experience for our students. In addition to working on a real-life project, they had the opportunity to present their ideas to industry professionals. Projects like this represent an ideal synergy between theory and practice and contribute to the development of key competencies such as teamwork, critical thinking, and problem-solving.”
A total of eight teams participated in developing the marketing plan, all of which successfully presented their strategies to representatives of Primax d.o.o. The winning team stood out for its strong research and analytical skills, as well as creative solutions, resulting in outstanding proposals for positioning the Ecolant product on the Croatian market. The members of the winning team were Ana Pavković, Luna Suver, Tea Grlić, Iva Antunović, and Josipa Sabo Hamzić.
Luna Suver, a Marketing student, stated: “Working on this marketing plan was an opportunity to turn theoretical knowledge into real business challenges. The win is the result of teamwork, effort, and creativity, and this experience will certainly benefit us in future projects. We would like to thank Primax, our faculty, and Professor Štimac for the opportunity to learn through practice.”
The results of the students’ work exceeded expectations. The developed strategies included innovative digital marketing channels, campaigns to raise awareness of the importance of sustainability, and concrete proposals for the long-term presence of the Ecolant product on both domestic and international markets.
Vedran Dankić, Sales Director at Primax d.o.o., commented: “I would like to thank Professor Štimac and all the student teams for their professionalism and dedication. Their professionalism and effort truly impressed and motivated me. The proposed solutions and strategic direction are admirable, and we will certainly implement them in the further development of Ecolant. I look forward to future projects and collaborations.”
This project is yet another example of successful cooperation between the academic community and the business sector in developing solutions that benefit both society and the environment.
Author: Prof. Dr. Helena Štimac, Head of the Marketing Program and course leader of Marketing Planning