Master Management practice project

Gaining practical experience during your studies: As part of the practical project for the Master's Management programme at the Chair of Marketing and Innovation Management headed by Prof. Dr Maik Hammerschmidt, nine students from the universities of Göttingen and Bremen investigated 'Resilience and efficiency in retail supply chains' at the REWE Group in the summer semester 2025. Prof. Dr. Matthias Klumpp from the University of Bremen was the cooperation partner.

As part of the project, the students conducted interviews with REWE representatives from different logistics departments (e.g. incoming goods, transport and scheduling) at various REWE locations.

During a tour of the Lehrte warehouse and a subsequent workshop, they investigated which technologies, processes and structures could be employed to combine high resilience, which means the ability of value chains to withstand disruptions and crises, with high economic efficiency. They then presented their findings to leading company representatives in the Digital Creative Space at Göttingen State and University Library.

The participating students gained in-depth insights into business practices and benefited from dialogue with company representatives. Through the various sub-projects they developed in response to the overarching question, they learnt how marketing and logistics can contribute jointly to a holistic solution to a practical problem from different perspectives. There may also be opportunities for collaboration after the project has been completed, such as writing a Master's thesis within the company.

The practical project forms part of the Master's Management programme and takes place every summer semester. Based on a business-oriented practical problem, students practise applying various problem-solving and communication tools, such as using logic trees to structure problems or logic chains to build presentations.

Practical problems can arise in various areas of business administration, such as marketing, controlling and strategy. These problems are defined and processed within the framework of cooperation with companies, NGOs, public institutions or the supervising chair. Examples include the development of a case study, market analysis or process analysis.

During the summer semester of 2025, student teams successfully worked on the following topics as part of their practical project, among others:

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  Chair of Application Systems and E-Business (Prof. Dr. Matthias Schumann)
  
  
  
  

  
  

  „Creation of a trend radar to identify and evaluate trends and their significance for SMEs and business development in the Göttingen-Northeim region“

  
  

  Together with: WRGN Wirtschaftsförderung Region Göttingen Northeim GmbH (WRGN Business Development Region Göttingen Northeim GmbH)

  
  

  The purpose of a trend radar is to highlight the most important developments and future topics (e.g. digitalisation, sustainability and securing skilled workers) in the Göttingen-Northeim region, relating them to the situation of small and medium-sized enterprises (SMEs). This can improve strategic planning, initiate new projects, and provide SMEs with targeted information on future-relevant topics.

  
  
  

  „Development of a marketing strategy for the Business Information System Bachelor's programme aimed at specific target groups.“

  
  

  As part of the project, a target group and competition analysis will be conducted to define personas, identify suitable communication channels, and determine the unique selling points of the Bachelor's programme in Business Information Systems at the University of Göttingen. Based on these findings, a marketing strategy will be developed, incorporating concrete measures, suitable tone of voice and a target group-specific approach, with the aim of positioning the degree programme and increasing its visibility.

  
  
  

  
  
  
  






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  Chair of Interorganizational Information Systems (Prof. Dr. Manuel Trenz)
  
  
  
  

  
  

  „A critical analysis of the planning, design and implementation of product launches in the field of medical technology, both theoretically and practically.“

  
  

  Together with: Ottobock

  
  

  Using Ottobock as a case study, students analyse the process of bringing medical technology products to market. They critically analyse the current market launch process, prepare it systematically and identify well-founded approaches for optimisation based on scientific literature.

  
  
  

  „Generative AI Platform Strategies“

  
  

  Together with: IconChat

  
  

  The students will develop strategies and digital business models based on generative AI applications. Throughout the project, they will address questions such as: What do customers expect from a chatbot? What content, relevance and interaction would they want? And how much would they be willing to pay for it?

  
  
  

  
  
  
  















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  Chair of Human Resources Management and Asian Business (Prof. Dr. Fabian J. Froese)
  
  
  
  

  
  

  „Attracting and Retaining Staff: How Catering Businesses in Göttingen Can Succeed“

  
  

  Together with: Palmyra - Syrian, vegetarian & vegan restaurant

  
  

  In collaboration with their practice partner, the students participating in the project investigated how catering businesses can successfully recruit and retain employees in the long term, despite the shortage of skilled workers. The project involved a field study of 27 businesses and 31 interviews.

  
  
  

  Improve recruitment:

  
  

  
  
  • Building an online presence with an up-to-date website and social media insights.
  
  
  • Offer apprenticeships to potential candidates.
  
  
  • Enable trial work to create realistic expectations on both sides.
  
  
  • Pay attention to the 'person-organisation fit' - applicants should be a good fit for the team.
  
  
  • Make active use of personal networks and communities, particularly in companies that are ethnically managed.
  
  

  
  
  

  Retain employees in the long term:

  
  

  
  
  • Promoting responsibility and development, even in small restaurants.
  
  
  • Establish regular and respectful communication.
  
  
  • Flexible working hours to accommodate studies, family and health.
  
  
  • Promote a collegial working atmosphere - e.g. through celebrations, excursions, respect.
  
  
  • Provide support with bureaucratic matters for foreign employees.
  
  
  • Living & strengthening diversity - consciously and openly.
  
  

  
  
  

  These points work together. Together, they create an environment in which people want to work and stay long term.

  
  
  

  
  
  
  




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  Chair of Value Chain Management (Prof. Dr. Matthias Schulz)
  
  
  
  

  
  

  ‘How can acceptance of artificial intelligence be promoted among employees, particularly with regard to its daily use and support?’

  
  

  Together with: LIXIL/ GROHE

  
  

  Working closely with the LIXIL/GROHE team, the students analysed the factors that ensure AI solutions are not only introduced technically, but also accepted and used in practice. Using qualitative and quantitative methods, they combined internal perspectives with scientific findings to develop practical recommendations for the successful integration of AI in day-to-day business.

  
  
  

  
  
  
  

You can still apply to our faculty's open-admission Master's in Management programme (German skills required) until 30 September 2025: Application and admission procedure