Project Course Kick-off at Bain & Company

Our Master’s project course “Customer Insights and Applications” started with a kick-off session at Bain & Company, bringing students directly into dialogue with leading experts from one of the world’s top management consultancies. The session was led by Prof. Dr. Martin P. Fritze and David Hähnchen, together with Bain & Company experts Dr. Andreas Dullweber (Senior Partner), Philip Dowling (Global Head of Brand, Marketing and Sales Solution), Kathrin Faßnacht (Senior Manager), and Dr. Anna Hepp (Senior Manager).

During the session, students gained initial insights into two strategic questions that will shape their work throughout the semester: to what extent does physical retail create value in an increasingly digital marketplace, and how consumers respond to the rise of agentic AI in e-commerce environments. Over the coming 15 weeks, two student groups will investigate these topics in close collaboration with Bain & Company, giving students the opportunity to address current challenges at the intersection of retail, technology, and consumer behavior while working on questions with direct relevance for managerial practice.