School of Economics and Business Administration at sTARTUp Day

From 28 to 30 January 2026, the 10th international business festival Startup Day takes place at the Estonian National Museum in Tartu. The University of Tartu will be present too.

Demo area

University of Tartu Neuromarketing Lab showcases eye-tracking and emotion measurement technologies that help companies and start-ups better understand why people make certain decisions. This research-based approach makes it possible to assess how customers actually perceive adverts, brands and products, and to develop effective marketing solutions and a more convenient user experience.

Pitching competition

As part of Startup Day, a pitching competition will be held on 29. January 14:00, featuring research-intensive companies from the University of Tartu and the best teams from the Delta X programme. On the pitching stage, research-based solutions and business models aimed at market entry will be presented. See the teams here.

Students at sTARTUp Day

Students of the course “Startup Marketing” participate in sTARTUp Day as part of their coursework. Most of them are first-year students in the Contemporary Marketing curriculum and use the festival as an opportunity to gain practical knowledge. As part of the course, students listen to four pitch presentations and conduct two mystery shopping exercises in the demo area, after which they complete a self-reflection assignment following the festival.

Professor of Marketing and founder of sTARTUp Day, Andres Kuusik, notes that participating in the festival within this course has become a nice tradition: “We have a tradition that during this course, students get the opportunity to attend the sTARTUp Day festival – it is a bonus for them. I definitely recommend listening to inspiring talks, networking with startups in the demo area, attending pitch competitions, and enjoying the atmosphere.”

Read more here.

See you at the sTARTUp Day 2026 👋