Power and Matter: Two Inaugural Lectures, Two Worlds

In accordance with academic tradition, the titles of Professor (FH) were officially awarded to Michael Petke and Bernd Wollmann on March 5, 2025, at the formal ceremony of their inaugural lectures. The event, which could be followed both on-site and hybrid, was introduced by an address by FH Rector Prof. (FH) PD Dr. Mario Döller. Afterwards, the two newly appointed professors presented their fields of specialisation and research interests. The ceremony was rounded off by the presentation of certificates and a convivial get-together over sparkling wine.

3D-PRINTED ELECTRICAL ENGINEERING: FOCUS ON INNOVATION

Prof. (FH) Michael Petke, MA, kicked off the series with his lecture on additive manufacturing in electrical engineering. The ongoing development in this area offers a wide range of new possibilities. Petke explained the classification and categorization of manufacturing technologies, focusing in particular on additive and hybrid procedures. 

One focus of his presentation was the production of conductor tracks using the solder casting process, an area of research that he is actively developing at the FH Kufstein Tirol. He provided an outlook on the potential applications of this technology, which in the future will be used not only for high-end products but also for everyday electrical connections. A significant part of his research focuses on the development of 3D printing systems that can print conductive traces with high current-carrying capacity and resilience. These developments could reduce manufacturing costs and enable broader application in the electronics industry. Petke also spoke about the collaboration with the University of Rostock and the Fraunhofer Institute to validate and further advance these technologies.

ABOUT THE PERSON: MICHAEL PETKE

Prof. (FH) Michael Petke, MA, is a professor of industrial engineering, smart products & solutions, and smart products & AI-driven development at the University of Applied Sciences Kufstein Tirol. He was born on February 16, 1982 in Prien am Chiemsee. He is a product of the FH Kufstein Tirol, where he completed both the full-time Industrial Engineering (WING) degree program and the subsequent part-time Enterprise Resource Planning (ERP) program. In research, he is particularly interested in additive manufacturing and pursues the goal of developing practical and application-oriented innovations. In addition, he is passionate about communicating complex content to inspire students about this forward-looking topic. 

DONALD J. TRUMP – A BRAND PHENOMENON

Prof. (FH) Dr. Bernd Wollmann then talked about the personalization of politics and the power of brands using the example of Donald J. Trump. In his lecture, he drew parallels to psychology and successful branding concepts that are deeply rooted in the archetypes of Carl Gustav Jung. Wollmann showed how social media and the personification of politics make it possible for politicians like Donald Trump to present themselves not only as politicians, but above all as a brand. The archetype of the Trickster or Dark Chester, which stands for manipulative, emotional appeals and the usage of negative social fears, was particularly relevant. Trump embodies this archetype by creating his own rules and playing with provocative, polarized messages that are deeply rooted in collective fears and negative aspects of society.

The central message of Wollmann's lecture was that the mechanisms of trickster can create dangerous dynamics in political communication. When a person becomes a brand, new and often opaque opportunities for influence arise that undermine traditional political rules and can have dangerous effects on democracy. This change makes it necessary to teach students critical thinking and reflective media use.

ABOUT THE AUTHOR: BERND WOLLMANN

Prof. (FH) Dr. Bernd Wollmann is a professor of marketing and customer experience at the University of Applied Sciences Kufstein Tirol. He was born on March 25, 1968 in Vienna and studied at the University of Vienna. His research focuses on marketing and branding, currently with a special focus on honest sustainability reporting. He examines the interactions between branding and social processes from a critical-analytical perspective in order to create awareness of the mechanisms of modern brand communication in both research and teaching.

SOLEMN CONCLUSION

After the two lectures, Rector Prof. (FH) PD Dr. Mario Döller and Prof. (FH) Dr. Thomas Madritsch, CEO Managing Director of the FH Kufstein Tirol, ceremoniously presented the certificates for the professorship. In his laudatory speech, the rector emphasized the outstanding achievements and commitment of the two professors to teaching and research at the FH Kufstein Tirol. The afternoon came to a close in a festive atmosphere, as students, colleagues and guests took the opportunity to exchange ideas with the newly appointed professors.

Links:

• International Business Studies | ft
• Industrial Engineering | ft
• Smart Products & AI-driven Development | ft