International Festival of Brand Experience
05 | Der Aufbruch 11.01.2023

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Prof. Dr. Gernot Gehrke

Professor for Management and Marketing in the Event Industry at Hannover University of Applied Sciences and Arts | Business Coach

14:15 – 15:30
Faster, higher, VITER?!
Prof. Dr. Gernot Gehrke | Hochschule Hannover, André Gebhardt | T-Systems International GmbH

Stage: INDUSTRIAL INTERACTIVE
Format: Power presentation / Discussion
Track: Cultural Change

Generations of event managers have been trained in event marketing with the help of the 4 Ps (product, price, place, promotion). When it worked well, three more Ps were added (personnel, processes, physical locations) to explore the special features of the event industry as a service industry. With the VITER model, Ivna Reic (2016) presents a concept for a consumer-centered marketing approach that revolutionises the event management process by focussing on value, information, tangibles, experience and relationships.

Profile
Since 2014, Dr. Gernot Gehrke has been Professor of Management and Marketing in the Event Industry at Hannover University of Applied Sciences and Arts and is certified as a Systemic Business Coach. He grew up in the countryside in Clues near Bremen. Freelance journalist for newspapers, radio and television (Kreiszeitung, Weser-Kurier, radio RST, Deutschlandfunk, Westdeutscher Rundfunk). Studied journalism and communication science, English and political science as well as doctorate at the Westfälische Wilhelms-Universität Münster in Münster. Career milestones: European Media Institute e.V. (Researcher), ecmc Europäisches Zentrum für Medienkompetenz GmbH (Managing Director). LfM Nova GmbH (Managing Director, Medienforum.NRW 2006 – 2012, Festival Großes Fernsehen 2006-2013, Medienfest.NRW 2006-2013).