Think different

Create together

International Marketing Week

Reinhold Würth University in Künzelsau
16 - 20 March 2009

Create a Brand Day for Mercedes-Benz

and drive the success in the Chinese market

Practical
information for
students

Reinhold-Würth-University
Daimlerstraße 35
74653 Künzelsau

Phone.: +49 /7940/1306-241 or 243

Facsimile: +49 /7940/1306-201

Joachim.link@hs-heilbronn.de
dijkstra@hs-heilbronn.de

www.hs-heilbronn.de
 International Marketing Week – Reinhold Würth University

1. Workshop

Within the workshop of the International Marketing Week you will create a concept for a
Brand Day in cooperation with Mercedes-Benz China Ltd. (MBCL). Target group of this
Brand Day are (especially new) employees of MBCL. They shall get acquainted with the core
values of the Daimler brands Mercedes-Benz, AMG, smart and Maybach. You can be as
creative as possible to get the new employees in touch with the core values of these four
brands (games, test drives, off-road tracks, exhibitions, competitions, etc.). At the end of the
day the participants should be familiar with the brand values – and they should have had a
lot of fun as well. You will work in international teams being formed at the beginning of the
week. By working in these international teams you will get a first hand experience of cultures
and internationalities and explore cultural differences to get ready for your career in an
international environment. You will be able to apply your knowledge of marketing, prove your
ability to work in a team and strengthen your English language skills. What your team is
developing during this week might be realized in China in 2009 – given you win the prize for
the best proposal.

Besides the workshop there will be various lectures on interesting and real-live marketing
topics by guest lecturers out of different industries ( e.g. by Alexandra Strassburger, Senior
Product Manager Mercedes-Benz China, Adolf Würth GmbH & Co. KG, Reinhold Würth
University). You will also go on a trip to Stuttgart and visit Mercedes-Benz facilities first hand
to be better prepared for your task at hand.

Assignment of tasks

What we expect….

In order to familiarize yourself with the topic, you have to write 3 pages about the car industry
and the perception of the brand values of Mercedes-Benz, AMG, smart and Maybach in your
country (if brand is available in your market).

You will get more information about this pre-assignment after having sent your registration
form to Reinhold Würth University. The written paper must be submitted on the first day of
the International Marketing Week (16 March 2009).

The details concerning the branding concept will be explained to you at your first day by the
responsible Senior Product Manager Mercedes-Benz China, Mrs Alexandra Strassburger.
With her briefing you are ready to develop a creative and meaningful concept that each team
will present at the end of the marketing week. A professional jury will evaluate the ideas for a
“brand day” and the best one will be awarded a prize.

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 International Marketing Week – Reinhold Würth University

In addition to the workshop we will offer a diversified leisure program and different fun
activities during the week.

2. Program

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 International Marketing Week – Reinhold Würth University

Sunday, 15 March 2009

All day until 18.00 Arrival at youth hostel in Schwäbisch Hall

Monday, 16 March 2009

09.00 Bus shuttle to university
Official welcome, university presentations, forming of
09.30 – 11.30
the international teams
11.30 – 12.00 Tour around University of Kuenzelsau
12.00 – 13.00 Lunch
Brand Day Briefing and discussion of pre-
13.00 – 15.00
assignment with Mrs. Alexandra Strassburger MBCL
15.00 – 16.00 Lecture professor Reinhold Würth University
16.00 – 19.00 Brand Day Team Session
19.00 – 22.00 International Evening at University Cafeteria
22.00 Bus shuttle to Schwäbisch Hall

Tuesday, 17 March 2009

09.00 Bus shuttle to university
09.30 – 12.00 Brand Day Team Session
12.00 – 16.00 Field trip: Visit of Mercedes-Benz facilities Stuttgart
16.00 – 19.00 City Sightseeing in Stuttgart, spare time
19.00 Return back to Schwäbisch Hall
Free evening

Wednesday, 18 March 2009

09.00 Bus shuttle to university
09.30 – 12.00 Brand Day Team Session
12.00 – 13.00 Lunch
13.00 – 15.00 Lecture guest tutor Adolf Würth GmbH & Co. KG
15.00 – 18.00 Brand Day Team Session
18.00 – 19.00 Dinner
19.00 Bus shuttle to Schwäbisch Hall
21.30 Bus shuttle to university
22.00 – 02.00 Student Party
02.00 Bus shuttle to Schwäbisch Hall
Thursday, 19 March 2009
09.30 Bus shuttle to university
10.00 – 12.00 Brand Day Team Session
12.00 – 13.00 Lunch
13.00 – 17.00 Brand Day Team Session
17.30 – 20.30 Sports Event (Human Table Soccer Tournament)
20.30 Bus shuttle to Schwäbisch Hall
Free student evening

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 International Marketing Week – Reinhold Würth University

Friday, 20 March 2009

08.30 Bus shuttle to university
09.00 – 12.45 Brand Day Team presentations & evaluation by jury
12.45 – 13.30 Lunch
13.30 – 15.00 Brand Day award ceremony
15.00 Bus shuttle to Schwäbisch Hall
Departures

3. Leisure Program

International Evening
One of the main objects of the International Marketing Week is to experience internationality
and different cultures. For this reason on Monday, 16 March 2009, we organise an
International Evening, where you get the possibility to get first impressions and get to know
each other. Each of you should bring sweeties or desserts that are typical for your home
country and also music would be a good idea to bring along.

Student Party
Künzelsau is famous for its lively student parties. You will join the Semester Welcome Party
on Wednesday evening together with the German and international students - and you will
have a lot of fun.

Sports Event (Human Table Soccer Tournament)

On Thursday, 19 March 2009, a sports event will take place. However, you do not need a lot
of athleticism to take part, in fact fun and teamwork are much more important. We will
organize a small competition and the winners will be awarded a prize.

Visit of Mercedes-Benz facilities in Stuttgart

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 International Marketing Week – Reinhold Würth University

Visit our capital of Baden-Wuerttemberg:

Sightseeing City of Stuttgart

4. Participation Fees and Registration

The participation fees for the International Marketing Week are 150 Euros per student. This
price includes accommodation for five nights (Sunday, 15 March until Friday, 20 March
2009), local transport, all meals mentioned in the program and all social activities.
Each student has to participate in the whole program, arrival is on Sunday, 15 March 2009
until 6.00 p.m. in the evening.
If you want to participate in the International Marketing Week, please complete the attached
registration form and return it to the international marketing week coordinator of your
university before 1 February 2009. Moreover, please transfer the participation fees of 150
Euros to the following account before 1 February 2009.

Account holder: Hochschule Heilbronn

IBAN: DE63620500000000058746
BIC: HEISDE66
Bank: Kreissparkasse Heilbronn
Reason for transfer: Int. Marketing Week RWH Kuenzelsau

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 International Marketing Week – Reinhold Würth University

5. Accommodation
All international students will be accommodated at the following youth hostel in Schwäbisch
Hall, which is about 20 kilometers from Künzelsau and offers a lot of spare time activities.
The youth hostel is located near the town center, the rooms are mostly four- or six-bed
rooms, bed linen are provided, you should bring your own towels.
There will be a daily shuttle bus from Schwäbisch Hall to Reinhold Würth University in
Künzelsau and back.

Youth Hostel Schwäbisch Hall

Langenfelder Weg 5
74523 Schwäbisch Hall
Phone: +49 /791/41050
Email: info@jugendherberge-schwaebisch-hall.de
www.jugendherberge-schwaebisch-hall.de

6. Arrival

Arrival by bus and train

Destination station is Schwäbisch Hall, where a pick up service from Reinhold Würth
University will be waiting for you.

Arrival by car
In order to reach Schwäbisch Hall you can take the main road B 14 Stuttgart-Nürnberg or
B19 Ulm-Würzburg or the motorway A6 Heilbronn-Nürnberg. If you take the motorway A6,
take the exit No. 42 (Kupferzell) and take the B19 direction Schwäbisch Hall.

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 International Marketing Week – Reinhold Würth University

Arrival by airplane and train

Destination airport is Stuttgart, then take the train to Schwäbisch Hall, where a pick up
service from Reinhold Würth University will be waiting for you.

If you travel with public transport please indicate your arrival place and date on the
registration form. This information is important for the organisation of our pick up service.

7. What to bring...

 Sweeties, desserts and music for the International Evening

 Sports clothes for the sporting event
 Some money for your spare time
 Swimming gear (indoor swimming pool in Schwäbisch Hall)
 Laptop (if available)
 Short presentation about your university

8. Contact persons

If you have any questions please contact our office:

Mrs Paschke
Phone: +49/7940/1306-243
Facsimile: +49/7940/1306-6-2431
Email: paschke@hs-heilbronn.de

Mrs. Dijkstra
Phone.: +49 (0)7940/1306-241
Facsimile: +49 (0)7940/1306-6-2411
Email: dijkstra@hs-heilbronn.de

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 International Marketing Week – Reinhold Würth University

International Marketing Week

Reinhold Würth University in Künzelsau

16 – 20 March 2009

Create a Brand Day for Mercedes-Benz

and drive the success in the Chinese market

Registration form for students

Personal Information
Surname
First name
Nationality
Identity card number
Address

Phone number
Email
Date of birth Male Female

University information
Name
Address

Course of studies
Year of studies

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 International Marketing Week – Reinhold Würth University

Arrival
Arrival by  train  bus  car  airplane

Place of arrival:

Date of arrival:

Accommodation
 I stay at the youth hostel in Schwäbisch Hall for five nights
Date of arrival: Sunday, 15 March 2009
Date of departure: Friday, 20 March 2009

 I do not stay at the youth hostel in Schwäbisch Hall

Herewith I confirm the participation in the International Marketing Week at Reinhold Würth
University from Monday, 16 March 2009, until Friday, 20 March 2009 and the correctness of
all my given statements.

I transfer the participation fees of 150 Euros for accommodation, public transport, meals and
social activities, to the mentioned account before 1 February 2009.

I take part in all activities that are arranged during the International Marketing Week and I
pay the additional costs that may arise.

Date: _________________________________

Name: _________________________________

Signature: _____________________________

Please return this completed registration form to the international marketing week
coordinator of your university before 1 February 2009.