Creative insights into automotive marketing

The Marketing & Communication Management degree program, both full-time and part-time, enables students to deepen their knowledge in various marketing areas. One particularly exciting course was the specialization in automotive marketing. Under the direction of Verena Riedlmaier, MA, the students learned about the special features of this field of specialization. They developed individual marketing strategies for a car brand of their choice, which they implemented step by step in groups during the semester. This practice-oriented approach directly linked theory to the context of the real economy.

PRACTICAL THROUGH MYSTERY SHOPPING

In addition, the students were given the task of trying their hand at mystery shopping. To do this, they each developed a background story and determined, for example, what kind of car they were looking for and what features their vehicle should have. They then visited the showroom of a car brand and reported on how they were treated there, what offers they were made and whether they received anything at all.

CREATIVE FINAL PRESENTATIONS OF MARKETING STRATEGIES

The highlight of the course was the final presentations, where the students presented their marketing strategies and showed how creative and diverse the approaches for the selected car brands were. It was an opportunity to learn from each other and gain new inspiration.

One group, for example, presented the new Ferrari SUV, the Ferrari Purosangue, and explained why it is the perfect addition to the Ferrari range. This allows Ferrari to appeal to customers whose families have grown or who need more space for their hobbies – without sacrificing the luxury and exclusivity of Ferrari. This way, Ferrari remains attractive for these target groups as well. They gained these insights through a target group analysis.

The group also showed how Ferrari could reach its customers, for example, via social media or exclusive events such as test drives organized specifically for existing Ferrari customers. They learn about such events through the exclusive Ferrari email newsletter.

FIRST-HAND EXPERT KNOWLEDGE

Ms. Riedlmaier brought her extensive practical experience in the automotive industry to the course. She used vivid examples and exciting insights from the field to make the content tangible and comprehensible. This helped the students to gain a better understanding of the theory and to apply it successfully to their own projects.

With this practical and creative approach, the course offered valuable insights into the world of automotive marketing - an exciting example of how theory and practice are optimally combined at the Kufstein University.

Links:

• From the lecture room into the world of marketing | News
• Marketing & Communication Management | Bachelor's program bb
• Marketing & Communication Management | Bachelor's program VZ