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How Einbecker Brewery Operates Marketing in the Digital Age
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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7th Göttingen Marketing Day: Marketing in Times of Digital Upheaval
When even politicians discuss the development of a digital ministry, this is a clear indication that the topic of digitization has arrived in society. Naturally, companies deal with these topics much earlier. And in the implementation of digitization strategies, they are usually faster. The pressure to act in the world of work is great. What is needed are comprehensible digitization strategies.
For the 7th Göttingen Marketing Day, the PFH Private University of Göttingen and initiator Dr. Hans-Christian Riekhof, Professor of International Marketing, were again able to attract a very wide range of speakers and companies. In addition to the international fashion companies Hugo Boss and ABOUT YOU and the medium-sized companies Einbecker Brauerei AG and Hörgräte KIND, the exclusive luxury brand Bugatti also makes an exciting contribution, as does MAN as a B2B corporation and a top communication agency Jung von Matt with the example Berliner Verkehrsbetriebe as a regional B2C service provider.
Exciting lectures, interesting discussions and conversations as well as valuable new contacts are the framework for an event that is considered one of the highlights of the year. At the end of the evening, initiator Hans Christian Riekhof invites you to the historic wine cellar of the traditional Göttingen company Bremer. In a first-class ambience, guests can expect an excellent selection of wines and a Mediterranean buffet – and nice conversations.
The program on 08.11.2019 in detail:
09.30 – 10.00 am: Get together with coffee and croissants in the rooms of the PFH Private University of Göttingen
10.00 – 10.15 am: Welcome and opening of the 7th Göttingen Marketing Day, Prof. Dr. Hans-Christian Riekhof
10.15 – 10.45 am: Hugo Boss: Customer-oriented customer distribution — a growth driver and effective marketing instrument, Bernd Hake, Chief Sales Officer
10.45 – 11.15 am: Einbecker Brauerei AG: Marketing in the digital age – challenge for a medium-sized brewery, Martin Deutsch, Board of Directors
11.15 – 11.30 am: Discussion / Questions and Answers (Q&A)
11.30 – 12.00 pm: Coffee break
12.00 – 12.30 pm: Bugatti Engineering GmbH: When the spark jumped over… – how a technological innovation conquered the media world, Frank Götze, Head of New Technologies
12.30 – 13.00 pm: KIND Hearing Aids GmbH & Co. KG: Digitization at KIND – challenge and opportunity in hearing acoustics and optometry, Dr. Alexander Kind, Managing Director
13.00 – 13.15 pm: Discussion / Questions and Answers (Q&A)
13.15 – 14.15 pm: Lunch break
14.15 – 14.45 pm: ABOUT YOU GmbH: Content strategies. 360-degree influencer marketing from ABOUT YOU. Julian Jansen, Director Content
14.45 – 15.10 pm: MAN Truck & Bus SE: MAN TGE – how to successfully position a new vehicle. Björn Loose, Senior Vice President
15.10 – 15.30 pm: Jung von Matt/SAGA GmbH: BVG – how to dust off a public transport provider, Stephan Giest, Managing Director and Partner JvM
15.30 – 16.00 pm: Discussion / Questions and Answers (Q&A)
16.00 – 17.00 pm: Conclusion with coffee and conversations
From 18.00 pm: Start of evening event with champagne reception in the historic wine cellar in the Weinhaus Bremer
Here you can download the detailed program.
Registration:
by mail to Tina Wieschollek
E-Mail: info@nullpfh.de
Please register online or by e-mail. You will receive a registration confirmation and an invoice for the participation fees.
Participation fees (incl. VAT):
Students of the PFH: 50,- Euro
Alumni of the PFH: 190,- Euro
Members of the Board of Trustees companies: 290,- Euro
All other participants: 390,- Euro
At 18.00 a evening event takes place, to which the participants are cordially invited. Please indicate when registering whether you will be attending the evening event. The buffet and the welcome champagne are already included in the participant price.
Photo: Gerd Altmann (pixabay.com)
Repositioning: Why the B2B brand Riegler now relies on emotions
Realigning a brand in the business-to-business environment is a demanding challenge. The rebranding of a B2B brand was the focus of a lecture by Philipp Wacker (photo), managing director of the company Riegler & Co KG in Bad Urach. The industry: compressed air and pneumatics. Using the practical example of the reorientation of his brand, he provided insights into its B2B marketing concept at the Private University of Göttingen (PFH).
The PFH graduate appeared at the invitation of Dr. Hans-Christian Riekhof, Professor of International Marketing. In an interview with Riekhof, Wacker explains the background to the repositioning of his brand.
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15.04.2019│ Göttingen – Challenges in the Relaunch of a B2B Brand
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
25.04.2019│ Hamburg – The digital trends of the next 30 years
The digitization of our work as well as our private lives causes a lot of discomfort to many people. This is understandable because digitization is initially complex and abstract. Prof. Dr. Hans-Christian Riekhof examines in his lecture titled “The digital trends of the next 30 years: Why we should be less afraid of the digitization of our lives”, how we can give digitization a meaningful framework, how we can use it sensibly and integrate it into our everyday life.
Many people also feel discomfort because the rate of change is very high. Therefore, it is all the more important to recognize and understand the underlying trends. What is familiar to us evokes fewer negative reactions. Prof. Riekhof shows which basic patterns of digitization we will encounter in the coming decades and how we can find a way to give digitization a meaningful framework.
Event location/Date
Business Club Hamburg
Elbchausee 43
22765 Hamburg
19:00 – 22:00 Uhr
After the event, a joint conclusion with interesting conversations and culinary delights is planned.
Cost:
Participation in this event is associated with a cost contribution of 38 euros per person including buffet and drinks .
Registration:
Please register via the organizer’s homepage
The speaker
Prof. Dr. Hans-Christian Riekhof was born in Lübeck in 1954. After studying business administration in Münster and Göttingen with subsequent doctorate, he worked for the Otto Group Hamburg as head of personnel development, head of strategy development and director of marketing. At Beiersdorf AG Hamburg, he headed the strategy planning of a division and was subsequently responsible for an operational business area. Since 1996, Hans-Christian Riekhof has been a professor of international marketing at the PFH Private University of Göttingen and managing director of unicconsult strategy development GmbH (www.unicconsult.com) as well as co-managing director of locandis GmbH.