CEM visits Porsche – Omni-channel management in the luxury automotive industry

From May 11 to May 12, 20 highly motivated students of the Circle of Excellence in Marketing (CEM) embarked on an exciting two-day trip to Stuttgart-Zuffenhausen to gain valuable insights into work practices, atmospheres, and career opportunities at Porsche.

The first day of this year's workshop started with a warm welcome, including an introduction to the company and a presentation on the organization of the marketing department. Afterward, one highlight of the first day marked a guided tour through the Porsche Museum, which provided the participants with an excellent overview of the history and milestones of the company. Those insights allowed the students to immerse themselves in Porsche's world and better understand the brand. The day ended with a joint dinner and allowed the participants to get in touch with the classics of the "schwäbische" kitchen and further representatives of the Porsche company in a familiar atmosphere.

On the second day, the CEM members worked on a case study about omni-channel management at Porsche. Successful omni-channel management is becoming increasingly important for companies - the luxury brand Porsche is aware of this. However, what should successful omni channel management look like for a brand with such highly complex products to create an optimal buying experience? What do possible customer journeys look like? Which touchpoints are essential? How can highly complex products be optimally presented, especially on digital channels? The students tackled four different questions and presented their creative ideas in final presentations, to which Porsche employees and the other participants listened with keen interest. The company representatives closed the day with valuable input on the student's ideas.

Equipped with great memories of a challenging case and fascinating insights into Porsche's history and production site, the CEM students traveled back to Berlin, Cologne, and Muenster.