Bremerhaven University of Applied Sciences creates scientific research and consulting programme in the field of marketing

New „Marketing hoch zwei Institut“ founded

In times of digital transformation and constantly changing markets, it is more important than ever to combine sound marketing knowledge with practical approaches. Bremerhaven University of Applied Sciences is responding to this development and is pleased to announce the founding of the new ‘Marketing hoch zwei Institut’ (M2I). The founders, Prof Dr Birte Kemmerling and Prof Dr Barbara Kleine-Kalmer, have set themselves the goal of strengthening the university's expertise in the field of marketing science through the institute and supporting the regional economy through market and industry studies.

M2I focuses on research into strategic corporate orientation, brand management and digital marketing with an industry focus on B2B and food marketing. This involves research into customer and consumer behaviour, brand perception, market development and trends. ‘We focus on the development of sustainable marketing strategies that integrate ecological, social and economic aspects. Our field of research and scientific consulting services include the strategic orientation of marketing, market and competition analysis, the development of sales strategies and the conception of brand positioning,’ says Prof Dr Birte Kemmerling. Research with interfaces to other disciplines such as psychology or technology is also conceivable.

However, it is not only regional companies that benefit from the establishment of the institute, but also students on the business administration and food technology degree programmes. Practical projects with the business world are already an integral part of the courses. ‘By networking with companies and institutions, which is to be further promoted by the work of the institute, we can make our teaching even more practice-orientated. To this end, we involve students in research and transfer projects,’ says Prof Dr Barbara Kleine-Kalmer.

Further information and contact details for interested companies can be found at
www.hs-bremerhaven.de/de/forschung/institute/marketing-hoch-zwei-institut-m2i. or
https://m2i.hs-bremerhaven.de/