Building on the success of the first Marketing Symposium held last year on the subject of “Multichannel Management”, the Darmstadt Business School, under the direction of Prof. Dr. Matthias Neu, hosted its second Marketing Symposium on November 26, 2015 in the auditorium at Dieburg’s Business and Media Campus. The title of the symposium – “Kundenorientierung 4.0 – wie Kunden zu Fans werden” (Customer Orientation 4.0 – How to turn customers into fans) – reflects today’s trend in business to move beyond mere customer loyalty and create a real emotional bond with customers.
Once again in 2015, symposium organizers were able to attract an interesting panel of experts. The speakers drew on their extensive practical experience and provided some 120 symposium participants – including 50 external participants and approx. 70 students – with concrete recommendations for succssful relationship management in business.
Following the opening address by Prof. Dr. Meyer-Renschhausen, Dean of Darmstadt Business School, professional triathlete, former European champion and Darmstadt native Nicole Leder, together with Kai Walter, longtime organizer of the European IRONMAN events, provided a fascinating look into the sport of triathlon. Afterwards, marketing director Florian Holzbrecher vividly recalled the success story of Darmstadt 98 and its rise to Germany’s Bundesliga soccer league. Following the coffee break, Ms. Verena Buchbinder from the dialogue marketing agency gkk used several practical examples to demonstrate how today’s digital communications technologies can be used to “bond” with customers. In conclusion, Marc Steiner, Marketing Director at Sparkasse Darmstadt spoke about the key success factors behind Sparkasse’s “Giro sucht Hero” ad campaign.
Overall Prof. Dr. Neu could look back on a successful second Marketing Forum – a much-appreciated platform for cross-industry, cross-disciplinary dialogue featuring fascinating expert presentations and the latest research results. The third Marketing Symposium will take place on November 24, 2016.