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Master students visit media companies in Hamburg

On January 23 and 24, Master students from HMKW Berlin and their Professor Dr. Ingo Knuth went on a field trip to Hamburg, where they visited unique media, technology and advertising companies as part of the "Emerging Media Markets" module.

The master students from HMKW Berlin at the office of Initiative Media in Hamburg

The master students from HMKW Berlin at the office of Initiative Media in Hamburg

On the first day of their two-day field trip to Hamburg, the Berlin students of the M.A. International Marketing and Media Management and their professor Dr. Ingo Knuth at first visited the SPIEGEL-Verlag. Mutimedia team lead Jens Radü first provided a tour through the impressive building and then explained the company's content strategies. Afterwards, a stroll through Speicherstadt and Jungfernstieg led to the tech company Google, where Alexander Präkelt presented the future of video usage by explaining the example of YouTube. The subsequent guided tour through the unique office was of course a must. The third stop of the day took the students back to the Hafencity, where they were welcomed by Nina Klaß, head of nextMedia.Hamburg. She presented examples of network meetings, lighthouse events and innovation-promoting programs of the Hamburg Kreativ Gesellschaft.

The second day started with a visit to Initiative Media, where friendly employees explained the tasks of a media agency and illustrated daily work and the future of advertising with case studies and exciting discussions. Afterwards, the students went to InnoGames, where Sandra Büscher presented the market environment and the portfolio of the successful games publisher. The visit to the globally successful market research institute Nielsen, where Fernando Reimann presented various study approaches of the company, concluded the event.

After two intensive days in Hamburg the group returned to Berlin with lots of insightful impressions of the future of media business.