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.
In the Digital Marketing class, students develop their own project ideas and bring them to life through digital marketing tools such as social media, email and Google Ads campaigns. Thanks to Tobias Quelle's expertise, they learned to step into the shoes of their customers and design solutions that are truly customer-centric. He also underlined a crucial lesson: it’s easy to fall in love with a solution — but unless it addresses the customer’s real problem, it won’t create true value.
Thorsten Winkler encouraged students to question traditional marketing “truths” – for example, that retaining customers is always cheaper than acquiring new ones – and illustrated this with insights from recent research, including Byron Sharp’s work on brand growth.
Students greatly benefited from the mix of strategic thinking, creative examples, and evidence-based discussion.