Sinus-Meta-Milieu Workshop @ Brand Academy

On December 6th, our International Brand Communication (IBC) Master’s students had a rare chance to learn about the importance and possibilities of qualitative target group segmentation in international strategic media planning.

As part of a so-called Sinus-Meta-Milieu Workshop, Dr. James Edwards (Sinus Berlin) and Matthias Arnold (Sinus Heidelberg) elaborated on the similarities and regional differences of milieus in European countries. As an added benefit they also discussed potential implications for an ongoing Practice Project between corporate partner Tennis-Point and IBC students following study modules supervised by Lecturer Johannes C. Röhr and IBC Course Director Prof. Dr. Yonca Limon-Calisan. The students from different courses cooperate in order to solve the task set by Tennis-Point in the best possible way.

All attendees gained new and valuable insights into targeting at an international level as well as the way social scientists think. The workshop with Sinus marks the beginning of an intensive cooperation between Brand Academy and the institute over the coming semesters. Still, it’s only one of many measures that are in place to guarantee that students of Brand Academy will receive a degree that is both practice-related and science-based.