A close collaboration has developed between the leading aviation company Airbus and our Brand Management study program in recent semesters. What began in 2020 with a guest lecture by Nicolas Tschechne, Manager Trend Research & Market Intelligence at Airbus, in the Trend Research module, developed into a series of practical projects with different research focuses.
In the winter semester 2022/23, it was that time again: our 3rd semester Brand Management was allowed to face the hands-on challenge in the module Business Ethics and Sustainability. The students were able to present their research insights and the resulting recommendations for action to those responsible at Airbus!
At the kick-off to the start of the semester, Nicolas Tschechne briefed our students. Their project revolved around the topic of branding in the aviation industry in the context of developing and communicating sustainability strategies.
Under the guidance of Prof. Ute Röseler, the students explored different topics in three consecutive phases. The results were refined in intensive Q&A sessions together with Nicolas Tschechne. Valuable industry insights on the research project via exclusive keynote speeches were provided by Axel Becker and Christian B. Bruns from Airbus, Raimund Heemeyer from Austrian Airlines. The findings were compiled in individual reports. From these reports, the students drew the essence for the final presentation.
As a project highlight, this presentation took place on site at Airbus. For this purpose, our students changed sides of the Elbe – they took a ferry to the factory premises of our practice partner. The students convinced the Airbus managers, some of whom were also connected internationally, with their range and depth of analysis as well as practical recommendations for action for sustainability-oriented brand communication.
We would like to thank Airbus for the successful and continuous cooperation. The research and practical project offered our students the great opportunity to get to know the work of an international corporation already during their studies, to put a practical focus on the future-oriented topic of sustainability and to gain insights into the management processes behind it.