On invitation of MBS Professors Dr. Patricia Kraft and Dr. Barbara Scheck, Dr. Hanna Schumacher, Marketing Communication Manager at BMW Group, came to MBS to provide insights into the car manufacturer’s centennial anniversary brand campaign The Next 100 Years.
Dr. Schumacher illustrated how to translate a global campaign onto a local level without watering down the corporate claim, and collaterally increase sales. The insightful presentation was followed by a lively disccussion between the BMW representative and the MBS students who attended the event in large numbers.
