Headergrafik - Weinfest

Marketing Excursion 2018: Düsseldorf in 2 Days

14 November 2018 | By: Christian Segiet, Research Assistant
Students during a field trip to the corporate partner Henkel
EBS students are visiting BRITA, Teekanne and Henkel

This year the 23rd Marketing Excursion (MaEx) led the students as well as Prof. Dr. Mattmüller and his team of the chair of Strategic Marketing to Düsseldorf from the 17th to 18th of October 2018.

As every year, companies presented exciting and challenging cases during the excursion. The goal of the cases is to link the theoretical knowledge of the students with the practice. This feature has been descriptive of our excursion for many years and has again provided much student approval this year. In addition, the goal of the MaEx is to provide the participants with interesting insights into the companies as well as to make direct business contacts.

On Wednesday morning we took the bus early in the direction to Taunusstein. The first company to visit was BRITA. There, the participants were welcomed by Yvonne Etscheid (Junior Manager of Personnel & Organizational Developement) and the company BRITA was presented as part of a company presentation. Afterwards, Martina Dreher (Marketing Excellence Manager) gave a presentation on the company’s marketing activities. Birgit Kohler (Senior Manager Sensorics) organized an interesting and exciting water workshop with the participants of the excursion. This was rounded off by a tour through the various laboratories of the company, where Dr. Ing. Fried Lauterbach (Head of Laboratory Singulation Machine) presented the current research questions of the company. After a joint lunch, the visit to BRITA ended with a personal talk by EBS alumni Kirsten Renninghoff (Senior Manager Group Controlling Markets), in which she talked about her career and personal decision making strategies.

Afterwards we went straight to the hotel in Düsseldorf, followed by a dinner in the brewery Uerige. The traditional Rhenish dishes rounded off the first day of MaEx in a pleasant atmosphere.

The second day of the MaEx began with a visit to Teekanne. There we started with welcome by Frank Schübel (CEO), who introduced the students to an informative presentation about the company. Afterwards, the participants of the excursion got an exciting tour through the factory in Düsseldorf where the company’s new production plant was presented. This is considered the most modern tea production facility in Europe and impressed the students mainly by its automation. After the tour, Sascha Bräuer (member of the management board) introduced the students to the export strategies and corresponding marketing activities. The day was rounded off at Teekanne by a presentation by Heidrun Engelhard (Human Resources Management) and a joint lunch.

As a last stop this year, the students visited Schwarzkopf Henkel and received a warm welcome from Kristina Bauer (Global Manager Employer Branding). Within the framework of a company presentation, the students were introduced to the internationally operating group and introduced to exciting topics. Afterwards there was an interesting presentation about the launch and the evolution of a product at Henkel. After a factory tour by Kristina Bauer the afternoon could find an interesting end, before we went back to Oestrich-Winkel and the 23. MaEx of our Chair came to an end.

To the Newsroom of EBS Universität

Christian Segiet

Research Assistant

Doctoral Candidate

+49 611 7102 1478