As part of this year’s Consumer Behavior master course, Carolin Müller from Henkel Beauty Care was invited to the Chair of Marketing Management to share practical course-related insights.
As Brand Activation Manager for the #1 hair styling brand Taft, she introduced students to the way of working in a professional marketing organization while providing a deeper understanding of how consumer behavior is actively incorporated into brand management. By for instance illustrating to the students how the relaunch of the iconic Taft in 2021 was implemented.
