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From a variety of practical examples of digital marketing, 150 company representatives, alumni, students and marketing-interested guests were able to learn, who participated in the 7th "Göttinger Marketing Day" of the PFH. The Göttinger Tageblatt reported on this event.

Göttinger Tageblatt reports on the 7th Göttinger Marketing Day

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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.

 

7. Göttinger Marketing Day Speakers
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

How do you deal with it from a marketing perspective when people drink less? On Monday, 25.11.2019, the Private University of Göttingen welcomes Jägermeister. The PFH welcomes Gunar Splanemann, Head of Global Innovation and Design, Mast-Jägermeister SE.

25.11.2019│Göttingen – Jägermeister: People drink less but better – or differently

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Jägermeister PFH

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

Mark your calendar: on 8.11.2019 the 7th Göttingen Marketing Day of PFH Göttingen will take place. The theme this year: Marketing in times of digital upheaval. Initiator and organizer Professor Dr. Hans-Christian Riekhof: "We will again have very high-profile speakers, there will be entrepreneurs and board members from well-known companies, and marketing agencies will also have their say."

08.11.2019│ SAVE THE DATE – 7th Göttingen Marketing Day – Digital Change

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Mark your calendar: on 8.11.2019 the 7th Göttingen Marketing Day of PFH Göttingen will take place. The theme this year: Marketing in times of digital upheaval. Initiator and organizer Professor Dr. Hans-Christian Riekhof: “We will again have very high-profile speakers, there will be entrepreneurs and board members from well-known companies, and marketing agencies will also have their say.”

Details on the 7th Göttingen Marketing Day can be found here.

Here you can download the complete program.

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

Link to the organizer:
https://www.pfh.de/veranstaltungen/goettinger-marketingtag.html

 

Date/Time:
Fri., 08.11.2019

 

On Monday, 11.11.2019, the Private University of Göttingen hosts the company Fricke, a specialist in agricultural machinery and commercial vehicles. The lecture provides insights into the complexity of pricing for millions of spare parts.

11.11.2019│ Göttingen – Fricke Agricultural Machinery on Pricing for Spare Parts in the B2B Environment

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On Monday, 11.11.2019, the Private University of Göttingen (PFH) hosts the company Fricke. A corporate group that specializes in agricultural machinery, garden technology, and commercial vehicles and is present with 64 locations in 25 countries. At the invitation of Prof. Dr. Hans-Christian Riekhof, Kai Ostendorf, Head of Pricing & Material Master Data Management, is coming.

In his 90-minute lecture, Ostendorf provides an insight into the wholesaler’s pricing in the B2B environment – both before and after the implementation of a pricing tool.

Pricing for spare parts is a particular challenge. This applies not only when it comes to agricultural machinery. After all, it is not enough to offer products in a simple “manufacturing cost plus x” approach and wait to see how the market reacts. Web-based platforms tend to help buyers increase price transparency, but given the complexity and variety of variants, there are natural limits here. The price structure is also very different depending on the submarket and degree of specialization, for example when thinking about spare parts for historical agricultural machinery.

The OEMs (Original Equipment Manufacturer) tend to pursue a high-price strategy for their original spare parts. Distributors counter this with their own cheaper product lines, which they have manufactured in China. Kai Ostendorf describes in his lecture how it is possible to find the “right” prices for 11 million spare parts. A pricing tool is used, which he introduced at Granit Parts together with an external service provider.

The PFH is pleased to welcome interested parties this evening, external guests are welcome.

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

Date/Time:
Mon, 11.11.2019, 18:00 – 19.30 hrs

The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.

Photo: Fricke Agricultural Machinery

In an interview, Martin Deutsch, board member of Einbecker Brauhaus AG, explains how it is possible to reach target groups from the young lifestyle-oriented to the classic-traditional beer drinker at the same time.

How Einbecker Brewery Operates Marketing in the Digital Age

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Einbecker Martin Deutsch
Martin Deutsch, Board Member Einbecker Brauhaus AG

Under the motto “Marketing in times of digital upheaval”, the Private University of Göttingen (PFH) invites you to the 7th Göttingen Marketing Day on November 8, 2019. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Today, Martin Deutsch, board member of Einbecker Brauhaus AG, explains how it is possible to reach target groups from the young lifestyle-oriented to the classic-traditional beer drinker at the same time .

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On Monday, 03.06.2019, the Private University of Göttingen (PFH) will host the Nestlé Group. At the invitation of Prof. Dr. Hans-Christian Riekhof, Christoph Ahlborn, Customer Sales Director at Nestlé, will give a lecture on the topic "Why Sales? Insights into the German retail landscape and negotiation processes - from Nestlé's perspective". The PFH is looking forward to welcoming interested parties this evening.

03.06.2019│ Göttingen – Nestlé on Sales and Negotiation Processes

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On Monday, 03.06.2019, the Private University of Göttingen (PFH) will host the Nestlé Group. At the invitation of Prof. Dr. Hans-Christian Riekhof, Christoph Ahlborn, Customer Sales Director at Nestlé, will give a lecture on the topic “Why Sales? Insights into the German retail landscape and negotiation processes – from Nestlé’s perspective”. The PFH is looking forward to welcoming interested parties this evening.

Location:
PFH Private University of Göttingen
Room 103
Weender Landstraße 3-7
37073 Göttingen

Date/Time:
Mon., 03.06.2019, 6:00 PM

The event is free. Guests are warmly welcome.
Please register by email at Wieschollek@nullpfh.de.

Photo: pixabay.com

The special challenges associated with rebranding a B2B brand are the focus of the lecture on 15.04.2019 at PFH Göttingen. Philipp Wacker is the managing director of the Fa. Riegler & Co KG in Bad Urach, a company that operates in the field of compressed air and pneumatics. Using the practical example of the realignment of his brand, he provides detailed insights into its B2B marketing conception.

15.04.2019│ Göttingen – Challenges in the Relaunch of a B2B Brand

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The special challenges associated with rebranding a B2B brand are the focus of the lecture on 15.04.2019 at PFH Göttingen. Philipp Wacker is the managing director of the Fa. Riegler & Co KG in Bad Urach, a company that operates in the field of compressed air and pneumatics. Using the practical example of the realignment of his brand, he provides detailed insights into its B2B marketing conception.

The graduate of the Private University of Göttingen PFH Göttingen comes at the invitation of Professor Dr. Hans-Christian Riekhof, who teaches International Marketing at the renowned private university and regularly organizes subject-specific lectures.

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

Date/Time:
Mon., 15.04.2019, 18:00

The event is free of charge. Guests are warmly welcome.

Please register with Ms. Martyna Wieschollek by email at:
wieschollek@nullpfh.de

Photo: Riegler

Study on the Future of Customer Cards

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What is the future of traditional and digital customer cards in retail, system catering and tourism? Are companies exploiting the possibilities of new technologies? These questions are addressed in the new study by the PFH Private University of Göttingen, prepared by Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff (M.Sc.).

Customer cards are today considered a valuable, practical and popular instrument of customer loyalty. Advantage for customers: a high added value through individualized communication and incentive programs. In return, companies benefit from a new, customizable communication channel to the customer, including important insights into actual customer behavior. Under the keyword Location Based Marketing, digital campaigns can be played out directly on the shelf, thereby
increasing the relevance of the messages. In addition, customer cards are a marketing tool that allows an immediate success assessment and economic evaluation of each individual action and campaign. At the same time, a certain saturation occurs: wallets and purses are overflowing with plastic cards, and in case of doubt, the required customer card is not at hand when shopping.

Against this background, the scientists of the study were interested in how companies from the already mentioned sectors think about a digital customer card, which is available as an app on the smartphone, for example, what benefits they attribute to
such a digital customer card and what the distribution of these digital customer cards looks like. And whether companies prefer their own, company-specific customer card, or whether they prefer cross-company cards (such as payback or Deutschlandcard).

The study as a pdf download (698 KB)

 

18.12.2017 │Göttingen – Marketing for Yum! Brands

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On Monday, 18.12.17, Benjamin Schoderer, Digital Marketing Manager at Yum! Brands South Africa, will report on digital marketing strategies for PizzaHut, KFC and other Yum! Brands at the invitation of Professor Riekhof at PFH Göttingen.

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

Registrations for guests please by email to:

Kisters@nullpfh.de

The first Alumni Day of the Private University of Göttingen (PFH) offered exciting and informative insights for the former students. Read the follow-up report of the Göttinger Tageblatt.

Professor Riekhof at the first Alumni Day of PFH Göttingen

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The Göttinger Tageblatt published the follow-up report on the first Alumni Day of the Private University of Göttingen. Below is the article in the original wording.

 

Practice and theory as good preparation for the profession

Graduates speak at the first Alumni Day of the Private University of Göttingen

By Vera Wölk

Göttingen. At the first Alumni Day at the Private University of Göttingen (PFH), six former students reported on their life path after graduation. More than 100 alumni had come to exchange ideas with each other.

At the end of the day, the six speakers dealt with the question “What universities must do in the future to prepare their graduates for changed requirements in the professional world”. The six graduates are either working as managers or have founded their own company.

Xenia Seidel, who graduated from PFH in 2006, said that it is important for today’s graduates to have contacts abroad at an early stage. “During my studies, there were unfortunately no international partnerships. Therefore, I think it’s good that the university has expanded its offerings in this area”, explains Seidel. In her view, students should not only gain experience abroad, but also gain practical experience during their studies. Rainer Lehmann, who belongs to the first graduating class of PFH in Göttingen, agreed with her on this point. “When choosing my university, the quick study time and the existing practical relevance played a role”, he reported. Because the proximity to practice made it easier for him to enter the professional world later, and he therefore did not get the so-called practice shock. “The study at PFH was a good preparation for what to expect when you start your career”, said Lehmann.

Initiative necessary

For Tilo Osten, who left the university in 2005, the theory taught to students during their studies is a good basis for starting a career, but he also sees practice as an important building block for later success. His wish for universities in the future is that they treat innovations as well as topics of digitization. “In addition, the changes in the communication area should be taken up”, said Osten. He recommends today’s students to take advantage of the opportunities offered by the university through its networking at an early stage. “When starting a career, it is necessary to show a great interest”, he said. In addition, it is necessary to do internships, because theory cannot replace practice.

Luana Theodoro da Silva added that it is hardly possible to achieve one’s goals without initiative. “Therefore, students should also bring the will to want to be successful”, said Theodoro da Silva. For Christopher Vogt, who studied at PFH until 2014, universities should not only give their graduates the theoretical basics, but also prepare them for the fact that learning does not stop after graduation. “In addition, the graduates must know that they later, especially if they want to start a company, have to take responsibility for their actions”, said the company founder. In order to keep their knowledge up to date, students should regularly read the magazines relevant to their profession, according to Gordon Martin, who left PFH in 2003. “And it is very important to attend further training events”, he emphasized.

The Alumni Day, which University President Prof. Frank Albe and Prof. Hans-Christian Riekhof have organized, is to be held regularly from now on. “We could imagine organizing the day every two years”, said Riekhof.

 

The photo shows the Intercontinental Hotel in Budapest. Xenia Seidel, one of the speakers and former PFH student, works there as Director of Sales & Marketing.