We explore current and forward-looking issues in marketing—always with the aim of gaining scientifically sound and practical insights. Our focus is on strategic, digital, and sustainable marketing topics.

We see ourselves as expert partners for companies, institutions, and organizations that want to further develop or review their marketing strategies. Our mission: to provide sound analyses, creative and innovative concepts, and concrete recommendations for action that are based on the realities of markets, target groups, and resources.

As part of our courses at Bremerhaven University of Applied Sciences, we carry out practical projects with companies and organizations from the region, particularly in the areas of strategic and digital marketing. If you have a strategic issue that you would like a student team to work on, we would be happy to assist you.

The Marketing hoch zwei Institut (M2I) regularly provides information about current research projects, collaborations, and developments at the interface between science and practice. News and articles provide insight into ongoing work and new ideas in marketing.

We, Prof. Dr. Birte Kemmerling and Prof. Dr. Barbara Kleine-Kalmer, head the Marketing hoch zwei Institut (M2I) at Bremerhaven University of Applied Sciences. We share a passion for good marketing, sound research, and close cooperation with industry. Together, we bring our different backgrounds and industry expertise to bear—for greater impact, greater relevance, greater “hoch zwei” (squared).

Research focus:

Negotiation research in B2B marketing

Sustainable consumption and behavior

Strategic marketing in the industrial goods sector

Career milestones:

Professor at Bremerhaven University of Applied Sciences since 2019

Previously management consultant at Boston Consulting Group (BCG), Berlin

Doctorate on the topic of negotiations in buyer-supplier relationships

Research focus:

Brand management & brand communication

Digital marketing

Marketing in the food industry

Career milestones:

Professor at Bremerhaven University of Applied Sciences since 2022

13 years of professional experience in marketing and sales (including at Dr. Oetker and AB InBev)

Doctorate in digital marketing and brand management

Marketing hoch zwei Institute
Bremerhaven University of Applied Sciences
An der Karlstadt 8
27568 Bremerhaven, Germany

Represented by:
Prof. Dr. Birte Kemmerling
Prof. Dr. Barbara Kleine-Kalmer

We stand for sound marketing knowledge, different perspectives, and shared strength. Continuous exchange and professional sparring are essential for us—this is what creates the special dynamic behind Marketing Squared. Together, we bring concentrated marketing expertise “to the streets”—in research, teaching, and consulting.

We are experts in B2B markets and foodstuffs. Thanks to our many years of professional experience in various companies, we are very familiar with the challenges and special features of these industries—we feel right at home here and bring practical expertise to our work.

We work at Bremerhaven University of Applied Sciences and live in the state of Bremen. The close exchange between science and practice in Bremen and the surrounding area is therefore particularly important to us.

We combine scientific depth with practical relevance. For many years, we have been conducting research on current and forward-looking topics in marketing—and applying our knowledge in a targeted manner in our collaboration with companies.
Whether in research or consulting, we are passionate about exchanging ideas with practitioners and developing strategies that work.

We support companies and organizations with issues relating to strategic marketing, sustainable brand management, digital marketing, and B2B marketing. We also conduct research into current trends and offer practical advice and teaching.

Our consulting services focus on strategic marketing orientation, market and competition analyses, sales strategies, sustainable marketing, brand positioning, and digital communication.

Yes, we regularly organize workshops and training courses on various marketing topics. If you are interested, please feel free to contact us.

Of course! For inquiries about guest lectures or workshops, please contact one of the professors directly.

We welcome collaborations and funding opportunities. Please contact us for further information.

Practical concepts for climate-friendly tourism: this is what the tourism company im-jaich and Bremerhaven University of Applied Sciences are working on. This collaboration was launched as part of study projects and subsequently continued in joint research work.

Market and target group analyses

Development of brand and communication strategies

Positioning and differentiation in the competitive environment

Analysis of existing sales structures

Development of targeted sales strategies

Customer loyalty & customer journey mapping

Integrating sustainability into brand strategies

Developing credible sustainability communication

Raising target group awareness of environmental and social issues

Optimization of brand portfolios and architectures

Definition of brand essence, tone of voice, and visual identity

Support during rebranding or transformation processes

Analysis of digital channels, KPIs, and customer touchpoints

Strategies for social media, content, and influencer marketing

Support for digitization and change processes

Together, we will clarify the goal, scope, and formats of a possible collaboration.

In the Food Technology and Food Economics degree program, students have the opportunity to gain practical insights into the food industry in cooperation with Allos Hof-Manufaktur. The project promotes direct exchange between science and industry and supports the development of innovative solutions along the value chain.

As part of the business administration program, students work closely with STRÖER and Erlebnis Bremerhaven. They develop innovative marketing and communication solutions for the region and gain valuable experience in event and city marketing.

In the business administration program, students work closely with Reishunger to develop practical marketing and sales strategies. In doing so, they gain valuable insights into the food industry and apply theoretical knowledge directly in a business setting.

In the Business Administration program, students work closely with the German Frozen Food Institute (Deutsches Tiefkühlinstitut e.V.). The aim of the project is to analyze current challenges facing the frozen food industry and develop innovative marketing and sales approaches.

As part of our Business Administration program, students work on real-world projects with strong partners such as STRÖER and the Reinkenheide Clinic. In doing so, they gain valuable experience in the areas of marketing, communication, and healthcare management—theory and practice go hand in hand.