Archive for year: 2019
Göttinger Tageblatt reports on the 7th Göttinger Marketing Day
Brave messages have dusted off the image of the Berliner Verkehrsbetriebe via social media, Bugatti “accidentally” landed a Youtube hit and MAN has managed to position a new model in the fiercely contested market for commercial and transport vehicles. From these and other practical examples, the 150 company representatives, alumni, students and marketing-interested guests were able to learn, who participated in the 7th “Göttinger Marketing Day” of the PFH on November 8th. The Göttinger Tageblatt reported on this event.
Seven lectures by technology and marketing managers of well-known companies from very different industries gave insights into their marketing activities. Under the motto “Marketing in times of digital awakening”, Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH, had invited to the Göttinger Marketing Day for the seventh time. “The topic of digitization has now arrived at all companies. At the same time, due to the high complexity, there is often a lack of courage and the idea for implementation. Today’s examples show us how it works”, he welcomed the guests present.
Speakers and organizers of the Göttinger Marketing Day (from left): Julian Jansen (About You), Martin Deutsch (Einbecker), Stephan Giest (Jung von Matt/BVG), Andreas Minarski (m-result), Dr. Oliver Kohl (m-result), Frank Götzke (Bugatti), Prof. Dr. Hans-Christian Riekhof (PFH), Björn Loose (MAN), Dr. Alexander Kind (KIND), Prof. Dr. Frank Albe (PFH). Photo: PFH
Links:
Göttinger Tageblatt (paywall):
“Kind, Bugatti and MAN as guests at the Göttinger Marketing Day”
https://www.goettinger-tageblatt.de/Campus/Goettingen/Kind-Bugatti-und-MAN-zu-Gast-beim-Goettinger-Marketingtag-Konzepte-zur-Digitalisierung
Göttinger Tageblatt (complete article as pdf)
Tips for students from Bugatti and MAN
https://www.unicconsult.com/wp-content/uploads/2019/11/2019-11-14_GT_Goettinger-Marketingtag.pdf
Links to the press release:
“Learning from the best – 7th Göttinger Marketing Day of the PFH”
Private University of Göttingen (PFH)
https://www.pfh.de/aktuelles/1003-7-goettinger-marketingtag-von-den-besten-lernen.html
Screenshot:
Dr. Alexander Kind (KIND), Frank Götzke (Bugatti) and Prof. Dr. Hans-Christian Riekhof in discussion with the participants of the Göttinger Marketing Day. Photo: PFH
25.11.2019│Göttingen – Jägermeister: People drink less but better – or differently
On Monday, 25.11.2019, it will be high-proof at the Private University of Göttingen. The PFH has Jägermeister, the manufacturer of the well-known herbal liqueur, as a guest. Gunar Splanemann, Head of Global Innovation and Design, Mast-Jägermeister SE, is welcomed.
The older generation may still remember the legendary and widely publicized campaign “I drink Jägermeister because …”. At that time, a strategic repositioning was necessary due to declining sales figures. New target groups were to be addressed without alienating the existing ones. Away from the “lonely drinker” towards group-related situations of joint celebrations – this was now the focus of positioning. The radical rejuvenation of the brand was perceived by many marketing experts as very successful. The international success proved their marketing strategists right.
Meanwhile, however, the question arises whether current societal trends lead to a reassessment of alcohol consumption. Therefore, Gunar Splanemann and Professor Hans-Christian Riekhof discuss in a workshop with marketing students of the PFH the question of how to deal with it when people drink less, but differently and often simply better.
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mo, 25.11.2019, 18:00 – 19.30 Uhr
The PFH is pleased to welcome interested parties this evening, external guests are welcome. The event is free. Registration is required, please by email to Wieschollek@nullpfh.de.
Photos: Jägermeister
Discover more exciting lectures in the winter semester program of the PFH
02.12.2019│Göttingen – Development of digital products at Douglas
With Douglas, the Private University of Göttingen (PFH) has another high-profile company as a guest. Especially the stationary retail trade is facing radical changes in the coming years. Not only Amazon is making life increasingly difficult for many retailers. Overall, the digitalization of our lives leads to phenomena such as Cross Channel Retailing, Location Based Marketing, Influencer Marketing or also Social Commerce.
The large beauty retailer must assert itself in a world of dramatic changes. Digital products play a strategically extremely important role. Katharina Hoppe, Head of Product Management and Innovations at Parfümerie Douglas GmbH, is responsible for exactly this topic and reports on it in her lecture. She is an alumna of the PFH Göttingen and studied marketing with Professor Hans-Christian Riekhof at the time.
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 02.12.2019, 18:00 – 19.30 hrs
The PFH is looking forward to welcoming interested parties this evening, external guests are welcome. The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.
The photo advertises the new Douglas app with the “Beauty Mirror”, which allows you to create a personal virtual make-up look with over 1000 products from the online shop.
Photo: Douglas
Discover more exciting marketing lectures in the PFH semester program
09.12.2019│Göttingen – Fielmann Pricing Strategy: The Introduction of a New Pricing System
The fact that pricing in retail is a delicate task is evident given the high, internet-induced price transparency in some segments. And when a company like Fielmann advertises with the slogan “Glasses … Fielmann” to be perceived as a price leader, it is all the more exciting to find out how a new pricing system in retail can be introduced. The question arises as to what resources are required for this and what objectives are associated with it.
Andreas Stauber, Head of Pricing at Fielmann AG, presents the pricing project he is responsible for at the invitation of Professor Riekhof. In his lecture “The Introduction of a New Pricing System in Retail: Objectives, Resource Requirements and Project Management”, he demonstrates how the implementation can succeed. He has gained profound pricing experience, among other things, during his work for Media-Saturn.
Lecture:
“The Introduction of a New Pricing System in Retail: Objectives, Resource Requirements and Project Management”
– Andreas Stauber, Fielmann AG, Head of Pricing
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 09.12.2019, 18:00 – 19.30 hrs
The PFH is pleased to welcome interested parties this evening, external guests are welcome. The event is free of charge. Registration is required, please by email to Wieschollek@nullpfh.de.
Discover more exciting marketing lectures in the PFH semester program
Fashion Retailer ABOUT YOU: Brand Message is Communicated Digitally in 360 Degrees
“Marketing in times of digital upheaval” is the motto of the 7th Göttingen Marketing Day on November 8th, to which the PFH Private University of Göttingen invites. In the focus of our interview series with the participating speakers, which Professor Dr. Hans-Christian Riekhof has conducted in advance, today is a large fashion company. In the conversation, Julian Jansen, Director Content at ABOUT YOU, reveals, among other things, how the former Otto start-up implements a 360-degree orientation with platform-specific social media content.
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