Headergrafik - Weinfest

Marketing Consulting Field Study 2020 to Munich: Three impressive days

3 March 2020 | By: Julia Elspaß, Research Assistant
MaEx 2020 München
EBS students visit Hugo Boss, Amazon, BMW und FC Bayern München

From February 26 to 28, Prof. Dr. Mattmüller and his team of the Department of Strategic Marketing once again visited together with 30 of their master students exciting companies in the context of the 25th field trip ‘Marketing Consulting Field Study’ (MaEx). This year the field trip took place in February and its destination was Munich.

As every year, several companies presented exciting and challenging tasks to be worked on by the students in groups: Hugo Boss, Amazon, BMW and FC Bayern München. Each company provided one demanding case study that gives the participating students the possibility to apply their theoretical knowledge, as gained in university, to practical problems from real business situations. This is a special characteristic of the excursion for many years and again received much positive feedback by the students and as well as by the company representatives. Moreover, the excursion provides the participants with interesting insights into the different companies and business sectors as well as offers opportunity for making business contacts.

Early on a Wednesday morning in the end of February, the field trip started in Oestrich-Winkel to a southward direction by bus. Frist stop: Hugo Boss in Metzingen near Stuttgart. After arrival the participants were warmly welcomed by Bianca Seitter (Specialist Talent Acquisition) who also introduced the company and its current status. Subsequent, her colleagues from different departments gave insights into the recent topics of digital marketing, e-commerce und global marketing of Hugo Boss. After a common lunch and further interesting talks and discussion, the chair team and its students were taken on an exciting Hugo Boss campus tour. Finally, the visit came to an end with a presentation about ‘Hugo Boss in China’ and an introduction to the case study given by Marco Pfeiffer (Head of Project Management & Innovation). During the whole visit the students participated actively by taking their chance to ask many questions.

After this impressive first company visit, the journey continued from Metzingen to Munich. After having arrived in Bavaria’s capital and having settled in the hotel, the evening was spent in the Augustiner-Keller with traditional Bavarian dished and nice conversations. The second day of MaEx began with a not less exciting visit at Amazon – more precisely at the Amazon Operations Division – in Munich. After being warmly welcomed by Sarah Riegger (Employee Engagement) the students were given general insights into the company and its different divisions - of course focusing on its operations division and the logistic processes. This presentation was held by Michael Schneider (Public Relations Management). Afterwards, Antje Kurz-Möller (Public Relations Management & Community Engagement) gave an introduction to case study and elaborated on the students’ exact task.

The second and last company visit of the day was at BMW or rather Mini in Munich. Dr. Felix Zöllner (MINI Brand & Business Innovation & Strategy and former doctoral student at the Chair of Strategic Marketing) who welcomed the group from EBS University also started the sessions by giving a company presentation including key facts about BMW, Mini as well as the company’s current market situation. Additionally, his colleagues from different departments introduced the students to Mini related topics like strategy, relaunch and target group as well as to the Mini case study. As ‘grand final’ of the BMW visit the MaEx participants as well as the chair team were taken on a two-hour BMW factory tour including the famous ‘BMW Erlebniswelt’. According to the agenda of the third and last day of the MaEx 2020 Prof. Dr. Mattmüller, his team and the students were invited to FC Bayern München – into the Allianz Arena. The group was warmly welcomed by Benjamin Hoeneß (Direktor Corporate Partnerships) who gave the introductory company presentation in one of the VIP boxes having an impressive view over the stadium. Afterwards, Maximilian Haschke (Sales Manager Regional Partnerships) gave interesting insights into the case study and relevant related contents. After taking part in an interesting guided Allianz Arena tour and spending some time in the ‘FC Bayern Erlebniswelt’ the group finished its visit having lunch together. As well as during all other company visits the students again actively participated in discussions, talks and asked many questions. Thus, the visit at FC Bayern München and simultaneously the Marketing Consulting Field Study 2020 were completed very successfully with many exciting and new impressions the students will use to work on their case studies. The final results will be presented online to the representatives of the respective companies end of April. 

To the Newsroom of EBS Universität

Julia Elspaß

Research Assistant

Doctoral Candidate

+49 611 7102 1492