Practical partnerships at the Centre for Marketing & Branding

Types of cooperations

  • Practical projects/Conceptual seminars
  • Seminar papers, Bachelor theses and Master theses
  • Study trips
  • Guest lectures by representatives of the marketing sector
Example: Conceptual Seminar with Paul Hartmann AG, Heidenheim

Task

The Paul Hartmann AG from Heidenheim manufactures medical care products for the international market. Amongst systematic offers for wound treatment and infection prophylaxes the group is known for its solutions concerning incontinence hygiene. The Conceptual Seminar in cooperation with the Centre for Marketing & Branding focuses especially the current changes in the world, that means the market, the competition and the customers of incontinence management.

Briefing

In the Briefing, the Paul Hartmann AG presented the following task to the students: “Creating a revolutionary concept for Incontinence Sales – catching the customer at the Point of Entry“.” The aim named by Hartmann was: “Ways to bind them, hold them and sell them in the pharmacy”. The connection of the classical pharmacy with electronic communication and sales channels was highlighted especially.

Students' approach

Previous to the conceptions, the students did qualitative and quantitative market research. On the one hand, the interviewed (potential) customers of the incontinence products of Hartmann, on the other hand, they conducted expert interviews, that means they talked with pharmacists about the distribution of incontinence products. After that, they created diverse concepts including E-Commerce and Big Data Management to integrate the generation of the Silver Surfers.

Result

The seven groups worked out various concepts to gain new customers and to keep them in the area of incontinence hygiene. All groups managed to remove the taboos from the topic, but to keep a certain sensitivity for the problem. The conceptual involvement of E-Business offered a suitable digital platform where the affected people can interact anonymously. Another important point was the suggestion of an App, to order products and to manage daily life with incontinence successfully.

Thomas Sampers, Vice President Marketing:

“The HNU is and stays a vital practical partner for us. With carefully elaborated concepts, the students convinced us of their both strategic and creative expertise. The effort is – in my opinion – certainly similar to the suggestions of professional agencies.”

Art Directors Club für Deutschland e.V., Berlin

Basketball Ulm/Alb-Donau GmbH, Ulm

BEURER GmbH, Ulm

buero zwo sieben GmbH, Aalen 

Carat Deutschland GmbH, Hamburg

Carl Zeiss AG, Oberkochen

Designit, Munich

diffferent Strategieagentur, Berlin

Dodel Metallbau GmbH, Ulm

Donau3FM / M.O.R.E. Lokalfunk Baden-Württemberg GmbH & Co. KG, Ulm

ESTA Apparatebau GmbH & Co. KG, Senden

G2 Germany GmbH, Berlin

Gesamtverband Kommunikationsagenturen GWA e.V., Frankfurt

Glacis-Galerie Neu-Ulm / ECE Projektmanagement G.m.b.H. & Co. KG

Heye GmbH, Munich

IBM, Ehningen

Interbrand AG, Zürich

Paul Hartmann AG, Heidenheim

Scholz & Friends Group GmbH, Hamburg

Serviceplan Gruppe für innovative Kommunikation GmbH & Co. KG, Munich

Südwest Presse Neue Pressegesellschaft 

mbH & Co. KG, Ulm

TVNEXT Solutions GmbH, Berlin

Uhlmann Pac-Systeme GmbH & Co. KG

Voith Paper Holding GmbH & Co. KG, Heidenheim
Voith Turbo GmbH & Co. KG, Heidenheim

Who's perfect. La Nuova Casa Möbelhandels GmbH & Co. KG, Munich

Wieland-Werke AG, Ulm

Accreditations and Certificates