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EBS Students are visting Hugo Boss, Red Bull, FC Bayern, and BMW

21 October 2016 | By:

Marketingexcursion 2016: Munich in 3 Days

This year’s 21st Marketingexcursion (MaEx) took 32 EBS-students as well as Prof. Dr. Mattmüller and his team of the Chair of Strategic Marketing to Munich from October 5th to 7th. Hugo Boss, Red Bull, FC Bayern, BMW each provided one demanding case study which give the participating students the possibility to apply their theoretical knowledge, as gained in university, in a practical as well as current problem. Moreover, it is the MaEx’ aim to provide its participants with both interesting insights into the companies and to make contact with the companies’ representatives. Early on Wednesday morning, the field study started in a southward direction by bus. On the way to Munich, the first company, Hugo Boss, was visited in Metzingen. There, the participants were welcomed by Natasa Peric (Talent Acquisition Manager) and the company was introduced. Subsequent, Tobias Richter (Principal Strategic Projects & Processes) gave a speech about “BusinessProjects & Processes” as well as Markus Stoll (Senior Manager Operational Excellence) with the topic “Global Retail Business Development“. After a lunch together, Beatrice Bieger and Yvette Scheel gave a tour of the campus showing, amongst others, the production facility where 200 suits are being custom manufactured per day. Finally, the visit came to an end with a presentation about “Brand Development BOSS Orange & Green“ by Dominik Salzer (Team Leader Brand Development) and an introduction to the case study. Afterwards, the journey continued from Metzingen to Munich. After having arrived in Bavaria’s capital and having booked into the hotel, the evening was spent in the Augustiner Keller with some traditional Bavarian food. The second day of MaEx began with a visit at Red Bull. First of all, Georg Storandt (Head of Global Sales and EBS-Alumnus) gave an overview of the company and answered the numerous questions which the students had. Then, Fabio Hohensee (Category Manager Off-Premise-Sales and EBS-Alumnus) gave an introduction to Red Bull’s case study. The visit at the energy drink producer’s office was concluded by a presentation by Monika Aretz (National Human Resources Manager) who, together with two trainees, presented the “Graduate Programme” by Red Bull. Then, the football club FC Bayern München was next and the bus set out for Allianz Arena. After a lunch in one of the VIP boxes with a view over the stadium, Benjamin Hoeneß (Director Corporate Partnerships) and Dr. Daniel Högele (Leader International Commercialisation and International Strategy and EBS-Alumnus) gave an introduction to the company, were happy to answer the many questions of the interested students, and explained the case study. Afterwards, the MaEx participants took part in a guided tour of the Allianz Arena and had the chance to experience the “FC Bayern Erlebniswelt”. This year’s surprise event took place in the “Bavaria Filmstudios” on Thursday evening. During the guided tour, various settings of different movies, such as “Das Boot” for example, could be seen and the students had the opportunity to be part of an episode of the series “Sturm der Liebe” as well as to demonstrate their ability as a weather presenter. The last day of MaEx brought the participants to BMW. At first, an overview of the BMW Group’s Marketing was given by Florian Baumeister (Head of Events, Exhibitions and Sports) and Dr. Martin Kuder (Marketingcommunication), followed by a presentation by Dr. Felix Zöllner (Impact Ventures and former doctoral candidate of the chair) and Marc Trevisany (Business and Marketing Planning Key Account Management Regions) about MINI as well as an introduction to the case study. Afterwards, the attractive career opportunities within the BMW Group were presented. After a lunch together, the 21st MaEx came to an end with a visit of the “BMW Erlebniswelt” before the bus headed back to Oestrich-Winkel.

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