Succeed in business: marketing and teamwork in Tartu

Our third in-person event of Cycle 2 took place on February 19–20 in Tartu, bringing together nearly 50 motivated young people from Estonia, Latvia, and Finland. The two-day seminar offered a great opportunity to reconnect, share progress, and dive deeper into new topics together.

This time, the focus was on marketing, sales, and customer relationships, with a strong emphasis on practical skills and international teamwork.

The first day began with intensive sessions on marketing. Mariliis Maremäe from the Association of Municipalities of Tartu County introduced participants to the fundamentals of marketing and the structure of a marketing plan. Young entrepreneurs explored the Marketing Mix and the 4P model — product, price, place, and promotion — discussing how these elements shape the value offered to customers and influence a company’s position in the market. Throughout the day, participants were actively engaged in small-group work, allowing them to immediately put theory into practice and develop their ideas through hands-on collaboration.

The marketing sessions were followed by a workshop on customer communication led by Kristi Jõesaar, Communication Manager at the Association of Municipalities of Tartu County. She highlighted the importance of clear and consistent communication in building trust, strengthening customer loyalty, and protecting a brand across different channels. Through practical exercises, participants analyzed common causes of miscommunication and discussed how small misunderstandings can escalate if not addressed thoughtfully.

Theory quickly turned into practice. As a hands-on marketing task, participants were challenged to create a promotional video for their product. The videos were presented and viewed together. Using the AIDA model, teams evaluated each other’s work, reflecting how effectively attention was captured, interest developed, desire created, and action encouraged.

On the second day, participants met Jana Saastamoinen, the main organizer of sTARTUp Day and CEO of EstBAN. who engaged the group in exercises focused on strategic messaging and marketing. She encouraged participants to look beyond campaigns and social media posts, to think about broader audiences, and to recognize the groundwork behind every successful marketing effort. Keeping communication cohesive and consistent was one of her key takeaways.

The final speaker of the Estonian seminar was Atlantic rower Arnold Rein Tatunts, who works as a product manager at Coop Pank. He inspired participants with his story of rowing across the Atlantic, explaining how fundraising, sales, and sponsorship were essential parts of achieving such an ambitious goal. His journey demonstrated how mindset, resilience, and strong communication skills are just as important in business as they are in life’s biggest challenges.

Participants responded very positively to the event, appreciating the opportunity to learn together and immediately apply their knowledge in practice. The topic will continue in two upcoming online events, and the next in-person meeting will take place in April in Tampere.