Berlin: Exploring Hamburg's "Emerging Media Markets"

Accompanied by their professor Dr. Ingo Knuth, master students of HMKW Berlin were taken on an excursion to Hamburg, where they visited media, technology and advertising companies for two days.

The group of International Marketing And Media Management students with Prof. Dr. Ingo Knuth in Hamburg

The group of International Marketing And Media Management students with Prof. Dr. Ingo Knuth in Hamburg

In the module "Emerging Media Markets" Prof. Dr. Ingo Knuth of HMKW Berlin's Managment department invited his students of the M.A. International Marketing and Media Management to an excursion to Hamburg.
A goal of their two-day excursion: visiting several considerable and innovative media, technology and advertising enterprises.
First in line: the company Xing, where the students experienced many details about the business and revenue model as well as the marketing and market research activities of the platform.

The second stop of the excursion was the research laboratory "NeuroLab" of the Hamburg Media School, where some business-relevant studies from the area of marketing and media research were presented.
Afterwards, the students stopped at Google, where the future of TV and online video as well as the future of advertising were being discussed.
The first stop of the second day took the students to the Hafencity, where they were welcomed by Initiative Media and learned a lot of details about the work of a media agency, new advertising possibilities, such as dynamic creatives, as well as market research and data science.
Last but not least the students got an exciting look behind the scenes of the Otto Group, where they learned about influencer marketing and advertising marketing in a large retail company.