Dražen Vranješ Kosi

Dražen Vranješ Kosi’s career has been shaped by concrete projects, quick decisions, and markets that leave little room for error. After completing the COTRUGLI Executive MBA program, Dražen had the opportunity to work on an international consulting project in Bratislava. The project involved building a media portal as a spin-off initiative of an international entrepreneur.

“It was a media company meant to encompass a national radio station, a magazine, and an online portal. The team was young and ambitious but lacked experience in media management, so my role was to assist with sales, marketing, and change management.”

MBA in Practice

The project quickly became challenging. Within weeks, Dražen and his team took over almost the entire management of the company, with the clear goal of achieving self-sustainability.

“Financial support was limited, and from the next month onward, we had to operate independently. It was an intense test of everything I learned in the MBA – from strategic planning and sales to operational management and process optimization.”

The experience in Bratislava felt like a start-up environment:

“Everything we learned in the EMBA program – sales models, marketing, change management – we could immediately apply in a real-world setting. Every day, you make decisions, build trust, and learn to manage a team when there’s no room for mistakes.”

Dražen credits the MBA program for preparing him for these challenges:

“After the Executive MBA, when I arrived in Bratislava, I felt like I had undergone a mini-training for the real business world. Everything I learned could be applied directly to real situations.”

Regional Growth and Digital Transformation at Terme Krka

Following Bratislava, Dražen joined Terme Krka, where he took on regional responsibilities for sales and marketing.

“Working at Terme Krka involved managing five premium locations with top-notch gastronomy and golf courses. My role covered Slovenia, Croatia, Bosnia, and Serbia, and later expanded to Italy, Austria, and Russia. The combination of sales and marketing enabled rapid growth, particularly through digital channels.”

Digital marketing and customer experience optimization were key:

“We were able to build the customer journey from scratch, from the first contact on a landing page, through Google ads and social media, to the final conversion. Data analysis allowed us to make quick and effective decisions about investments and campaigns.”

Strategic Thinking as a Professional Identity

Dražen emphasizes that his experiences in Bratislava and Terme Krka, combined with the COTRUGLI Executive MBA, shaped his professional approach: “The Executive MBA taught me to think strategically and systematically, but real projects taught me how to implement that in practice. Today, I use everything I’ve learned, from planning and marketing to team management and making key decisions.”

Through these challenges, Dražen developed a strong affinity for marketing and sales, and his international experience and start-up leadership gave him confidence and adaptability across different markets: “The most valuable takeaway from the COTRUGLI Executive MBA is the ability to quickly assess a situation, create a plan, and implement it, even in complex and unpredictable circumstances.”

A New Industry, the Same Decision-Making Logic

A call from a headhunter opened the door for Dražen to become Marketing Manager at BMW: “The combination of my passion for cars and the opportunity to apply my knowledge was perfect.”

The selection process was thorough, involving multiple interview rounds and a meeting with the regional president. “When you get the call that you’re ‘in,’ you realize it’s the start of an exciting new phase in your career.”

Although he had no prior experience in the automotive industry, Dražen quickly adapted: “Marketing at BMW is highly sales-driven. Everything we do in marketing supports sales goals—campaigns, KPIs, and strategies are all result-oriented.”

His responsibilities include overseeing the entire marketing strategy for BMW and MINI brands, covering brand management, communication, CRM, marketing, budgeting, and finance.

Leading Marketing in a World of Uncertainty

The COVID-19 pandemic and global crises further tested the team’s flexibility:

“The first lockdown completely halted vehicle deliveries. This forced us to better understand premium customers and their mindset. People started investing more in comfort and features – cars became the primary means of mobility and control over their lives.”

Dražen highlights how the COTRUGLI Executive MBA helped him face such challenges:

“Everything I learned in the MBA – from strategy, sales, and marketing to change management – could be immediately applied in real business environments. The MBA teaches you to think globally, systematically, and strategically, but practical experiences prepare you for real challenges.”

His work spans both small and large projects: “Every campaign and event is a new challenge. You need to maintain the highest level of brand and service quality while being innovative and relevant to customers. What I learned in the Executive MBA helps me take a broader view, analyze data, plan strategies, and coordinate teams.”

One of the latest challenges was launching the “Neue Klasse” platform, an innovative solution combining mobility, digitalization, and the connection between vehicles and drivers.

“This isn’t just a new car model; it’s an entire mobility platform. Marketing shapes and supports the process while ensuring an exceptional customer experience.”

Executive MBA as a Tool, Not a Goal

Dražen emphasizes how the COTRUGLI Executive MBA laid the foundation for his career:

“The MBA teaches you how to think, but experience teaches you how to put it into practice. Every decision, every campaign, every project requires a combination of analysis, creativity, and leadership. Without the MBA, managing complex processes and strategic challenges would be much harder.”

For those considering enrolling in the COTRUGLI Executive MBA, Dražen advises:

“If you want to develop a global mindset, learn how to manage complex projects, and prepare for real business challenges, this is the right place. The MBA isn’t just theory; it’s training for real life. It gives you the tools and the confidence to implement your ideas and strategies.”

Dražen’s experience at BMW demonstrates how education and practical application go hand in hand: the combination of strategic knowledge and real-world experience enables him to manage innovations, crises, and global challenges at one of the world’s most prestigious and dynamic brands.