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Guests welcome: the PFH Private University of Göttingen is starting again with its series of exciting external lectures. Educational insights into brand strategies, live conveyed by managers of the companies L'Oreal Paris, AUDI, VW Shanghai, Zentis, IWC Schaffhausen and Ad Alliance.

Marketing Insights: Exciting Insights into Brand Strategies

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Profound marketing insights from practice – this is a tradition at the PFH Private University of Göttingen. For the winter semester 2020/20121, the university is starting again with a series of exciting external lectures. Managers from well-known companies provide educational insights into their marketing strategies. At the invitation of Prof. Dr. Hans-Christian Riekhof, the companies L’Oreal Paris, Zentis, IWC Schaffhausen, AUDI AG, Volkswagen Shanghai and Ad Alliance will give lectures. Below is the schedule with the respective topics.

09.11.2020
The digital customer journey in the beauty industry
Alexa Baumgärtner | L’Oréal Paris | Digital Marketing
18.00 – 19.30 Uhr | Auditorium

16.11.2020
ZENTIS: A family business with high business field diversification and common marketing/sales strategy
Nico Stobinski | Zentis | National Key Account Management | PFH Alumnus
18.00 – 19.30 Uhr | Auditorium

30.11.2020
Brand Management in the top luxury segment using the example of IWC SCHAFFHAUSEN
Alexander Schwenck | IWC Schaffhausen | Director Marketing & Press Realations CEE
18.00 – 19.30 Uhr | Auditorium

07.12.2020
Brand strategy @ AUDI AG
Dr. Michael Müller | Audi AG | Director Global Brand Strategy, Customer Insights
18.00 – 19.30 Uhr | Auditorium

14.12.2020
Volkswagen in Asia: Sales strategies in India, South Korea and China
Frederik Gutermilch | Director Sales Planning | SAIC Volkswagen, Shanghai | PFH Alumnus
18.00 – 19.30 Uhr | Auditorium

11.01.2021
Cross-media marketing in Germany – challenges and answers using the example of the AdAlliance
Felix Stöve | Director Creative Consultancy | Ad Alliance | PFH Alumnus
18.00 – 19.30 Uhr | Auditorium

Guests are warmly welcome. Registration required, please by email to Wieschollek@nullpfh.de

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

More information about the PFH Private University of Göttingen

The study "Connected Car Services in Germany (Riekhof/Scholz, 2020, Private University of Göttingen) is now a detailed topic on the internet portal "Industry of Things". Against the backdrop of the development towards electromobility, the study reveals exciting insights.

Online Portal Industry of Things features study on Connected Car Services

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The internet portal “Industry of Things” currently reports on the study “Connected Car Services in Germany”, which Prof. Hans-Christian Riekhof and Marc Scholz conducted for the PFH Private University of Göttingen. The online portal focuses on the practical use of Internet of Things, M2M and Industry 4.0 applications.

82 percent of respondents see great potential in the connectivity of vehicles, the portal quotes Dr. Hans-Christian Riekhof, Professor of International Marketing, one of the authors of the study. The results suggest that a large majority of respondents (83 percent) have a high interest in Car2Car safety communication. This refers to warnings to following vehicles about an accident, black ice or similar dangers.

However, the biggest obstacle to the further development of the services is the lack of trust in data security. A good two-thirds of respondents (68 percent) expressed concerns about data security and data use. A total of 534 people participated in the study, which answered a variety of questions, when it was created in spring 2020.

Links on the topic:

The detailed report on the Online Portal Industry of Things:
https://www.industry-of-things.de/bei-connected-cars-haben-autofahrer-bedenken-hinsichtlich-der-datensicherheit-a-965647/

Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf

The increasing importance of connectivity services in vehicles was recently a topic in the web magazine E&E (Development and Electronics). The subject of the report is the new study "Connected Car Services in Germany" (Riekhof/Scholz, 2020, Private University of Göttingen).

Web Magazine Development & Electronics reports on Connected Car Services Study

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The increasing importance of connectivity services in vehicles was recently a topic in the web magazine E&E (Development and Electronics, issue of 14.09.2020). “Whether accident and breakdown management, traffic sign recognition or the health monitoring of the driver: Connected-Car-Services are supposed to further increase the comfort and safety in the vehicle.” The subject of the topic-specific report is the study “Connected Car Services in Germany” by Prof. Hans-Christian Riekhof, which he conducted with Marc Scholz in spring 2020 for the PFH Private University of Göttingen.

“For car manufacturers, it is of very high importance to find out about the willingness to pay for Connected-Car-Services,” explains Hans-Christian Riekhof. “After all, various manufacturers have stated that their business model will change significantly in the coming years and that they no longer want to sell motor vehicles alone, but increasingly see themselves as mobility service providers.”

The study “Connected-Car-Services in Germany” was conducted from March 2 to 31, 2020 and is based on a quantitative data collection in the form of a standardized questionnaire. A total of 543 people completed the online questionnaire.

Links on the topic:

The detailed report in the web magazine E&E:
https://www.industr.com/de/fahrer-autos-datensicherheit-gefahr-2533748?utm_source=clipping&utm_campaign=2533613

Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf

Deutschlandfunk picks up the study "Connected Car Services in Germany". As part of the "Computer and Communication" series, the radio station interviewed Prof. Hans-Christian Riekhof on the topic aspect "Drivers are skeptical of Connected-Car services"

Deutschlandfunk Picks Up Connected-Car-Services Study

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Deutschlandfunk picks up the study “Customer Insights: Connected Car Services in Germany”. This was conducted by Prof. Hans-Christian Riekhof with Marc Scholz in the spring of 2020 for the Private University of Göttingen. As part of the “Computer and Communication” series, the radio station now interviewed Hans-Christian Riekhof on the topic aspect “Drivers are skeptical of Connected-Car services”.

In the approximately 6-minute contribution, it becomes clear what opportunities are now offered by car-to-car communication. And which connectivity services currently interest drivers and which do not. An exciting insight is also promised by the answer to the question of which companies are trusted in dealing with the collected data.

Link to the audio contribution:
https://www.deutschlandfunk.de/podcast-computer-und-kommunikation-beitraege.685.de.podcast.xml

Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf

The online electronics journal elektronikpraxis.vogel.de reports on the study of Connected Car Services (Riekhof/Scholz 2020, PFH). The magazine particularly highlights one aspect that the study revealed: the concerns of many drivers about the data security of networked vehicles.

Electronics Journal Reports on Study of Connected Car Services

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The online electronics journal elektronikpraxis.vogel.de reports on September 15, 2020 about the study on Connected Car Services by Prof. Dr. Hans Christian Riekhof and Marc Scholz. Under the title “Concerns about the data security of networked vehicles”, the editorial team particularly highlights the aspect of data security.

The magazine quotes, among other things, one of the central findings that the authors of the study made with regard to consumer behavior. For consumers, not only cost-benefit aspects played an important role in the decision for or against Connected Car Services, but also the question of data security. The study therefore also examined the willingness of drivers to leave information about their health-related driving ability, their driving behavior or the chosen routes and detours to an international corporation.

Drivers with concerns about data security

The study found that compared to leading automotive corporations with leading IT corporations, users place higher trust in the automotive corporations. Nevertheless, security concerns regarding their data remained comparatively high at 68%. The trust in the premium manufacturers in the use of data from the connectivity services is therefore high: Apple is in 4th place ahead of other European manufacturers. Facebook and Google are clearly lagging behind.

The study “Customer Insights: Connected Car Services in Germany”, was conducted from March 2 to 31, 2020 by Hans-Christian Riekhof, Professor of International Marketing, and Marc Scholz, co-author of the study and master’s graduate, for the Private University of Göttingen (PFH). The procedure is based on a quantitative data collection in the form of a standardized questionnaire.

More on the topic:

To the article in the Elektronikpraxis:
https://www.elektronikpraxis.vogel.de/bedenken-bei-der-datensicherheit-vernetzter-fahrzeuge-a-963342/

News on the study:
https://www.unicconsult.com/studie-zu-connected-car-services/

Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf