On October 25, 2025, fourth-year students from the “Marketing” course had the opportunity to meet Mr. Rumen Petkov, an alumnus and current PhD student at the Department of Business Administration. He visited the Faculty as a representative of Ficosota Food. The guest lecture focused on marketing and the process of building a strong brand in an international context, with a particular emphasis on the successful development of the “Maretti” brand.

Maretti is one of Ficosota Food’s most recognizable international brands, known for its wide variety of baked bread snacks and its commitment to authentic taste and quality. In his presentation, Mr. Petkov explored the brand’s evolution through the prism of global brand management, highlighting the key stages — from building brand awareness and identity, through shaping positive associations and perceptions, to establishing lasting loyalty and emotional resonance with consumers.

The story of the brand was presented in an engaging and accessible manner, allowing the attending students to gain a deeper understanding of the communication environment, market dynamics, and product characteristics. The lecture sparked genuine interest and a lively discussion, giving students the opportunity to ask questions and receive first-hand insights into the creation and maintenance of a successful international brand.

The event turned into a valuable practical lesson and a source of inspiration for future marketing and management professionals. The atmosphere was exceptionally warm and welcoming, and thanks to the product samples provided, the experience was both “tasty” and memorable — a true example of how a brand can engage both the senses and emotions of its audience.