The kickoff workshop gives an overview of the field of practice of content strategy and its components, methods, and processes in context. The course provides enough basic knowledge so that participants can understand the components of the degree course in a meaningful manner. The course also provides students with a sense of the processes in the context of a business environment, to understand the planning, development, and implementation of a content strategy. It also highlights how the input given relates to the other modules within the program, such as technology, research on organizational communication, public relations, marketing, and so on).
23 Feb 2026
Brezel: A New Approach to the Marketing Funnel (Not Only in Bavaria)
The traditional linear marketing funnel is outdated. The Purchase Pretzel model reflects the messy, non-linear reality of modern customer journeys, where consumers loop between research and emotion. To succeed, brands must integrate persuasive marketing with high-quality informational content, providing the right facts at every touchpoint to build trust and drive final decisions.
