Co-operation project completed with convincing final theses

Last winter semester (2021/2022), the Bundesverband der Regionalbewegung e.V. (BRB) supported the marketing project seminar in the Business Management (B.A.) degree programme at the Eberswalde University for Sustainable Development (HNEE) for the first time as a practical and specialist partner. Four of the 14 teams completed the marketing seminar with excellent results.

In the marketing project seminar, led by HNEE Professor Dr Gerd Peters, a total of 56 students dealt with current practice-oriented projects and tools from the Bundesverband der Regionalbewegung e.V. (Federal Association of the Regional Movement) on the topic of regional marketing.

In terms of content, the seminar focussed primarily on the topic of "regional brands". In addition to developing concepts for the "Day of the Regions" and pilot projects on the topic of "Canteen seeks region" in Brandenburg, the seminar also analysed the "Success factors of regional seals" and the search for suitable collaborations in the area of influencer marketing for regional products and initiatives.

A total of four teams impressed both the head of the marketing seminar and the regional movement with outstanding results and received a grade of 1 for their achievements.

One student team developed the "Night of the Regions", an innovative and attractive format for the Day of the Regions, which, as an event platform of the regional movement, promotes regionality to the public in well over 1000 campaigns nationwide every year. A "Night of the Regions" developed by the students is to be held in Eberswalde in autumn 2022 to mark the Day of the Regions. Another team has developed the concept for a regional gourmet market on the grounds of the Barnimer Brauhaus near Eberswalde, which is intended to be a platform for regional producers and citizens with an affinity for the region. The gourmet market will also be organised as part of the Day of the Regions. Felix Schmid from the project team explains the idea of the gourmet market in a short video statement.

Another group was convinced by his interactive practical guide on the use of influencers for marketing the RegioApp. The RegioApp is the nationwide marketing tool of the regional movement for regional producers, sales outlets and catering businesses that focus on regional products.

The team that analysed the needs and situation of the use of regional products in company canteens in their project work also delivered an excellent result. The team successfully acquired a practical partner and developed a marketing concept for the David Chipperfield canteen in Berlin to improve the visibility of its regional commitment and presented the canteen with two new partners from the regional movement network for new regional collaborations.

Close dialogue and scientific support for its work is extremely important to the Federal Association of the Regional Movement. Both the HNEE and the regional movement are pleased about the lively exchange and the successful completion of the project work as well as further cooperation projects.