TÝMEX 2026: Marketing in Practice—From Craft Workshops to High-Tech Labs
The Faculty of Business and Management has concluded an intensive week full of inspiration. This year’s edition of the Marketing Excursion Week (TÝMEX 2026) once again proved that bridging academic theory with real-world business is the key to modern education. Students visited iconic Brno-based brands as well as global players, getting an inside look at their marketing strategies.
The goal of the TÝMEX project is to take students out of the lecture halls and directly into the field. Over the course of four days, participants had the opportunity to discuss successes, challenges, and the daily reality of business with company owners, marketing managers, and process experts.
From Local Lovebrands to Global Leaders
This year’s program was exceptionally diverse, covering a wide range of industries—from gastronomy and e-commerce to the energy sector. Students visited the following companies:
- Gastronomy and Craftsmanship: Inspiring beginnings and brand building were presented by the teams from Kobliha Brno, Rebelbean, and Lidi z Baru. The AJALA CHOCOLATE factory then provided deep insights into artisanal production and the power of storytelling.
- Retail and E-commerce: Students explored sales strategies, logistics, and store efficiency at Lidl, the Martinusbookstore, and the globally successful brand waterdrop®. A visit to Notino is also scheduled for the near future.
- B2B and Innovation: PKV demonstrated what modern communication looks like in the energy sector.
The end of the week focused on linking these external experiences with our faculty facilities. Students visited specialized laboratories at FBM BUT that are pushing marketing research to a new level:
- Eye-tracking Laboratory: A practical demonstration of using eye-movement tracking to analyze customer attention on billboards or product packaging.
- Business Process Management Lab (Laproco): A demonstration of process optimization and the use of virtual reality in corporate management.
Why is TÝMEX Important?
As the organizers confirm, the greatest benefit for students is the realization that the knowledge gained in lectures directly corresponds to market reality. "This week has once again confirmed to me how crucial it is to take students directly into companies. Hearing about real problems and challenges behind the scenes of successful brands is an irreplaceable experience," summarizes Lucie Kaňovská, who headed the organizing team along with colleagues Michala Vránová, Adéla Šnajdrová, Jan Krist, and David Schüller.
Huge thanks go to all the involved companies for their time, openness, and willingness to share their know-how with the next generation of marketers.
TÝMEX 2026 may have ended, but the insights gained and the connections made will continue to resonate in our teaching for semesters to come.
