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Marketing Excursion 2019 to Düsseldorf: Three exciting days

14 November 2019 | By: Julia Elspaß, Research Assistant
Marketing Exkursion 2019

Once again, Prof. Dr Mattmüller and his team of the Department of Strategic Marketing together with their master students visited exciting companies in the context of the 24th field trip “Marketing Consulting Field Study (MaEx)”.


EBS students visit HARIBO, Teekanne, Henkel and BRITA

As every year, several companies presented exciting and challenging case studies to be worked on by student groups. The goal of these cases is to link the knowledge theoretically learned in the lectures with practice problems from real business situations. This is a special characteristic of the excursion for many years and again received much positive approval by both the students and the company representatives in this year. In addition, the target of the excursion is to provide the participants with interesting insights into the different companies as well as to offer opportunities for making business contacts.

On Monday morning the trip started early: First stop was HARIBO. The group visited its new and very modern location in Grafschaft near Bonn. The participants were welcomed by Dr. Sven Franzen (Head of Corporate Development and former employee of the Chair of Strategic Marketing). Afterwards, the company’s history, the development of HARIBO communication and the HARIBO strategy were presented. During the time, the students frequently took the opportunity to ask questions. Finally, the students were introduced to the case study. After an interesting tour through the high-rack storage of the Goldbären company, a lunch again gave the opportunity for exciting discussions.

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

The second day was not less exciting: The group started with a visit at Teekanne in Neuss. After the welcome by Frank Schübel (CEO), who gave the students first valuable insights into the company and its history, a guided factory tour was on the agenda. During this factory tour the company’s new production facility was visited. It is considered as the most modern tea production facility in Europe and impressed the students especially by its automation. Afterwards, the company’s export strategy and marketing activities as well as the case study were presented while having a cup of tea. The visit to Teekanne was rounded off by a presentation on career opportunities and a lunch together with all participants.

The last visit of the day led the group to Schwarzkopf & Henkel in Düsseldorf. The group was welcomed by Dr. Anna-Katharina Koenen (Brand Management Hair Coloration / Hair Care Henkel Beauty Care Germany and also a former employee of the Chair of Strategic Marketing) and Kristina Bauer (Global Manager Employer Branding). As part of a company presentation the students were introduced to the internationally active cosmetics group and given an overview of the current market situation and market dynamics. After a high-rack storage tour, the afternoon found an interesting conclusion in the discussion of the case study provided by Schwarzkopf & Henkel.

The third day of the excursion, Prof. Dr. Mattmüller, his team and the students spend at BRITA in Taunusstein. The participants were welcomed by Yvonne Etscheid (Junior Manager Personal & Organizational Development). First, the company was introduced in a vivid presentation. Afterwards, representatives of different departments, e.g. of the marketing department, talked about their daily work at BRITA and the various BRITA products as well as about the case study. In an exciting water workshop, the participants of the excursion were also introduced to the BRITA products interactively - using their own senses.

Thus, the visit to BRITA and the Marketing Consulting Field Study 2019 ended with many interesting and new impressions the students will use to work on the case studies. The final results will be presented to the representatives of the respective companies in December.

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Contact
Julia Elspaß

Research Assistant

Doctoral Candidate

+49 611 7102 1492
julia.elspass@ebs.edu