In the practical project of our 3rd semester International Brand Communication and International Brand Management, the B2B and Services Marketing module focused on the services at Fairmont Hotel Vier Jahreszeiten.
The Fairmont Hotel Vier Jahreszeiten is a Hamburg institution. Since 1897, the hotel situated at Neuer Jungfernstieg has been offering luxurious stays with a view over the lake Alster. It was represented in the practical project by Leonie Weber, Director of Marketing and Communications, who herself graduated from Brand University.
During the on-site briefing, our students were given the task of developing concepts with which the extra services such as the spa, the event location and two restaurants belonging to the hotel could gain more awareness beyond the hotel guests.
Under the guidance of lecturer Franziska Schmiedebach-Ullner, a total of ten teams of six different nationalities developed ideas for the service segment. Among other things, they worked based on the „7 P’s“ of service marketing.
During the presentations, the students took their customer on a journey of ideas ranging from spa time-outs and wedding dreams to unique gastronomic experiences that Hamburg residents and tourists would not want to miss.
Student Caroline Boisseau looks back enthusiastically on one of the last practical projects of her studies: “In my two years spent at Brand University, the practice project with the Vier Jahreszeiten was my favorite in all aspects. To start, the learning about services because we tend to have more projects about product concepts. Of course, the prestige of the hotel carried us into a new dimension and it was an absolute chance to visit the facilities and bring new options to the table, while considering our cultures and backgrounds. Finally, Ms. Leonie Weber involved us like professionals. We felt like we were heard and taken seriously. We hope our ideas will be somehow considered, even if they are simply inspirations to improve all services within the hotel!”
„The practical project with the Brand University has been great fun and has also led to excellent results. I am impressed by the fantastic ideas and approaches that the students have developed!” says Leonie Weber.
As a thank you for their work, the Fairmont Hotel Vier Jahreszeiten invited our students to end the project with an evening in one of the restaurants covered by the project.
We thank Leonie Weber and the Fairmont Hotel Vier Jahreszeiten for giving our students the chance to develop practical ideas and to gain experience in service marketing.