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How to work with Influencers
Guest lecturer Carmen Würth, Chief of Staff at the influencer platform Refluenced AG, gave the students in Prof. Giuffredi-Kähr's Digital Marketing lecture an inside look at the strategiv process of influencer marketing: They lerned what to consider, what to avoid, and how to connect brands and creators effectively.
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Functional knowledge for students from marketing experts
Prof. Giuffredi-Kähr invited two guests to her Fundamentals of Digital Marketing class in fall 2025 to share insights from industry: Tobias Quelle (CIO at Brack.Alltron) offered a hands-on workshop on Value Proposition Design, and Thorsten Winkler (CEO of Mediaschneider Bern AG) inspired the students with a lecture on Integrated Marketing Campaigns.
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Beyond strong bonds: publication in Journal of Interactive Marketing
Who really defends your brand online when it's under fire? Of course the most loyal brand fans, but not only those: Also consumers who are just satisfied, will defend a brand: because the want to restore fairness and give something back.