Annual Report 2012 – 2013 – 2014 Mission Statement

The PFH Private University of Applied Sciences Göttingen is committed to generating and transferring knowledge in critical and interdisciplinary reflection on political, social and economic interests. Our guiding principles are teaching and research geared towards the needs of industry, particularly in the areas of management, innovation and technology. With our practical and applied teaching, we provide both students who are learning for the first time, and professionals engaging in lifelong learning with well-founded theoretical as well as practical knowledge and skills using varied teaching strategies. Thanks to the sustainability and practicality of the competencies acquired in our courses, our graduates are able to take on professional responsibility or qualify for higher responsibilities within their companies. Thus the PFH sees its role as being that of an interface between students as high potentials and the economy.

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[5] [1] Partnership: The PFH has been working together closely with Manfred Sperlich, Managing Partner of innos-Sperlich GmbH in Göttingen, since 2003.

[2] Ideas man: Professor Hans Georg Näder, Managing Partner of the Otto Bock Group, played a vital role in developing the ZHT.

[3] Finale: Thomas Oppermann following the lecturePFH meets Politics in an informal atmosphere

[4] Guest lecture: Prof. Dr. Peter Fischer (right) from the University of Regensburg gave a talk at the invitation of Prof. Dr. Michael Heinlein.

[5] Audience: PFH Professors Hubert Schüle, Hans- Chri- stian Riekhof and Joachim Ahrens took part in the event PFH meets Politics.

[6] Mourning: Dr. Jörg Biethahn, Founding Professor of the PFH, died in September; here (left) with other professors and associates.

[7] Appointment: Dr. Frank Braatz, Professor of Medical Orthobionics (centre), received his letter of appointment in February.

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[5] [1] Visiting Professor: Prof. Dr. Klaus Oestreicher from the IPE Management School in Paris is a regular visitor as a lecturer at the International Focus Week at the PFH.

[2] Get-together: Refreshments following the welcoming and graduation ceremony in Stade.

[3] Supporting programme: A pianist provides musical accompaniment to the celebration in Stade.

[4] Experts in education: Dipl.-Hdl. Werner Rose, Mana- ging Director of the PFH holding company.

[5] Bachelors: Dietlind Marie Seifert, Mandy Heymann, Friederike Anna Elisabeth von Zepelin and Sarah Winkler (from left to right.) successfully completed their Manage- ment studies.

[6] Conversation: Jessica Dörries, who works in the Exa- minations Office, and Chancellor Benno Fleer talking to graduate Florens von der Decken.

[7] Congratulations: Prof. Dr. Antje-Britta Mörstedt congratulates Raphael Schmidt on receiving the highest mark in his Masters degree on the 2013 distance learning course.

[6] [7] Contents | 5

6 Development & Prospects 59 Healthcare Technology 6 Preface 60 Developments in the Area of Healthcare Technology 8 "Start-up Radar": PFH Business School 62 Excursions 9 K4 German Competence Group 64 Internship Reports & Company Visits 10 Overview of Courses 66 First Meeting of Researchers at ZHT 11 Partnership with Deutsche Bildung AG 67 Professors on international Missions 12 New PR and Advertising Campaign 68 Workshop on Prosthetic Components 13 Online Test for Choosing Courses 14 University Services for Companies 16 PFH meets Politics Lecture Series 69 Technology 18 International Office 70 Welcoming and Graduation Ceremony 20 Schools Partnerships 72 2013 Graduates 23 "IdeenExpo" in Hannover 73 Research Activities, Prof. Dr. -Ing. Richard Degenhardt 24 Appointment of Prof. Dr. Martina Ruhmland 74 Partnership with Airbus extended 25 Appointment of Prof. Dr. Stephan Weibelzahl 75 7th International CFRP-Valley Stade Convention 26 Professors at the PFH 76 Testing Laboratory & Research Projects 28 Distance Learning Centre Austria in Korneuburg 77 Good Finish at International Flying Contest 78 Reports on International Internships 80 CFRP Students Build Racing Car 29 Management 30 4th Marketing Day in Göttingen 81 Distance Learning & Further Education 32 ZE Centre for Entrepreneurship 34 3rd Entrepreneurship Spring School 82 Expansion of Course Range & Partnerships 36 "Corporate Healthcare Management" Demography Day 84 Opening of FSZ Lübeck 38 Research & Projects 85 PFH Distance Learning Centres 40 Social Entrepreneurship Project 86 2013 Graduates 41 Internship Fair 89 PFH Professional School 42 Field Projects 90 mtec-akademie 44 Guest Lecture by Stephan Swinka 45 Guests at the PFH 46 PFH meets… Prof. Dr. Gerald Hüther 91 Spectrum 47 Stade Management Students put their 92 Student Representatives' Report Questions to the People 93 PFH Alumni Club e. V. 48 Trip to China 94 To West Africa by Bicycle 49 Coaching Project with IGS Bovenden 95 Staff 50 Reports on International Internships 52 Exchange Semester in New York and Istanbul 55 2013 Masters Graduates 100 Committees and Official Bodies 56 Graduation Ceremony in Göttingen 58 2013 Bachelors Graduates 103 Legal Notice There is particularly strong demand for our range of Bachelors courses with a technical focus. Both the Composites course in Preface Stade and the Orthobionics Bachelors course in Göttingen are fully subscribed. Both of the courses are closely linked to trustee companies Airbus and ottobock respectively with regard to their development and implementation. With these partners on board, we have succeeded in linking, future-proofing and establishing professional training, study programmes and academic research 2013 was the 15th year in which the PFH Private University of to meet demand in the aerospace and orthopaedic technology Applied Sciences Göttingen bid farewell to graduates. The first industries – and beyond. 17 received their diploma certificates in Business Administration and Business Information Technology in October 1999. The sheer There are similar prospects for our new area, Psychology, for which numbers make clear just how much the University has grown since 2013 was a year spent preparing to grow. The five new courses classes started. More than 2,500 graduates have since obtained that are about to start have successfully passed their accreditation their degree, with 481 in 2013 alone. The original two courses had procedures, professor and employee numbers are growing in line grown to 21 by April 2014, covering fields including Management, with forecasts and the strong demand expected for these courses. Technology, Healthcare Technology and Psychology. The PFH Here, too, our strategic partner, Hogrefe Verlagsgruppe from Göt- disseminates knowledge, conducts teaching and research and tingen, a leading publisher of academic literature in psychology, builds networks at three campus locations in Göttingen, Stade and is one of the key development cornerstones. Berlin, in addition to eleven distance learning centres nationwide. We also entered into a "fixed-term partnership" with another The importance of the PFH's strategic cooperation with its part- well-known company in 2013. In autumn, we managed to reach ners for mutual success can be illustrated by considering a few thousands of people via the distribution channel of the company examples. Tchibo – with around 700 stores in Germany as well as an extremely Prof. Dr. Frank Albe (left) and Prof. Dr. Bernt R. A. Sierke.

extensive online product range – in order to stir their interest in people, our graduates and other friends and sponsors chose the the subject of lifelong learning. Through to April 2014, we are PFH at www.darum-pfh.de. This Web site is the central element offering prospective students a ten percent discount on fees for in the university's current PR and advertising campaign. We have Business Administration distance learning courses and distance already had feedback from more than 100 people, and would be learning certificates from our PFH further education partner PFH delighted to hear any other views you may have! Professional School. Also new is our partnership with the Union for the Mining, Chemicals and Energy industries (IG BCE), the This university could not exist without the PFH's committed team agreement for which was signed in November 2013. of professors, academic and non-academic staff, trustees, partners and sponsors, who place their faith in us no less than our students The PFH is one of the best business schools in Germany. Our and graduates do. We would like to take this opportunity to thank claim is based on our history, when the partners decided to found you sincerely. Together with you, we are delighted to look ahead the university in 1994 – financed exclusively by private means, with confidence to 2014. without public subsidies. Their declared aim and commercial focus was to lead the business school to academic and economic success. However, the term "business school" also implies inculcating the student body with the idea of entrepreneurship and promoting autonomous economic activity through curricular and extra-curricular offerings.

The success of the PFH in doing this is shown by the results of the 2012 "Start-up Radar," in which the PFH came second in its category. In our opinion, all of the building blocks mentioned here are good reasons to choose the PFH, be it as a student, a corporate Prof. Dr. Bernt R. A. Sierke Prof. Dr. Frank Albe partner or an employee. You can find out why the above groups of President Vice-President 8 | Development & Prospects

Podium Finish in the "Start-up Radar" The PFH is one of the best Business Schools in Germany

The PFH has one of the best start-up promotion programmes in measures the extent to which start-up funding is anchored in the universities in Germany. It came second in the category of small strategy, structures and management of the university in question. universities with fewer than 5,000 students. This is the upshot of A strong anchoring within the university is required in order to the "Start-up Radar 2012," the largest comparison of universities be able to ensure the sustainability of start-up funding. It also nationwide on this subject, published by the Donor's Association helps to establish start-ups in the minds of members of the uni- for the Promotion of Sciences and Humanities in Germany in No- versity community. In addition, PFH scores when it comes to vember 2013. The "Start-up Radar" analyses the start-up profile of promoting start-up awareness, the evaluation of which concerns every German university; in total, the ranking population consists how effectively the university reaches members of the university of 393 higher education institutions, of which 114 are traditional community with its offers of start-up funding. The more people universities and 279 are universities of applied sciences. who are included, the greater the number of offers and the more varied and appropriate to their needs they are, the more effectively The donor's association evaluated four criteria: institutional an- a university will be able to raise awareness of entrepreneurship choring of start-ups, promotion of start-up awareness, support amongst students and academic staff. What is more, in terms of for start-ups and start-up activities. The PFH is the leader for the two other evaluation criteria, start-up support and start-up two of these criteria: institutional anchoring of start-ups, which activities, the PFH is in the top 3 in each case which, when the results are added up, leads to a score of 10.5 out 12 possible points. Overall, the HHL Leipzig Graduate School of Management took first place among the small universities, with the University of Witten/Herdecke behind the PFH in third place.

"The ranking results attest to our work on start-up funding, which has gained significant momentum in the last three years since the development of the ZE Centre for Entrepreneurship. Thus the PFH is positioning itself clearly as an entrepreneurial university where young company founders experience maximum support for their projects," says a proud Prof. Dr. Bernhard H. Vollmar, Head of the ZE, of the ranking results.

The management of the ZE Centre for Entrepreneurship (from left to right): Prof. Dr. Frank Albe, Prof. Dr. Bernhard H. Vollmar and Prof. Dr. Manfred P. Zilling. Development & Prospects | 9

New Generation of Training and Further Education K4 GCG provides excellent learning platform

Since late 2011, the K4 German Competence Group (K4 GCG) Then, K4 GCG develops client-specific, goal-oriented qualifi- has been offering companies and institutions a self-developed cation and further education packages. Industry-specific content learning platform for them to implement and manage the latest can also be structured academically in the form of Bachelors and generation of training and further education. The learning platform Masters programmes. Training content is then managed using focuses on higher education, continuing professional develop- the state of the art infrastructure and blended learning concepts. ment and qualification. The package includes a learning platform, that enables content display using state of the art E-Learning technology and learner The K4 concept of Value Added Education helps client com- management and networking. panies to increase their profitability by training their staff. K4 GCG is based on the expertise of founders and partners Karin In addition, an employer branding strategy ensures that the com- Dietz (Dipl.-Kfm.), Martin Löwer (Dipl.-Kfm. Dipl.-Hdl.), Werner pany is able to portray itself as an attractive employer. Finally, K4 Rose (Dipl.-Hdl.) and Prof. Dr Bernt R. A. Sierke. These experts GCG offers its clients the structure of a corporate university. This is in education each boast more than 20 years' experience in the not simply a further education institution operated by the company strategic planning, implementation and validation of training and – through networking with higher education institutions, clients further education programmes, as well as at university level at additionally have the option of having the content of teaching and the PFH. K4 GCG provides competent and professional support training curricula recognised for academic degrees. to its clients during the entire process: consulting, customising, hosting, content generation and administration. This value-added The K4 GCG learning platform has already proven itself very training solution ultimately guarantees client companies increased successful in practice. This is how the PFH Private University value creation. of Applied Sciences Göttingen and the PFH Professional School use it very successfully for thousands of learners and students. The K4 concept begins with a strategic analysis of the education process giving rise to a training strategy aligned with the company's overall strategy as required by third generation training. This is followed by supporting and advising the client in com- municating this training strategy within the framework of change management projects in a company.

Founders and Managing Partners of the K4 German Competence Group (from left to the right): Prof. Dr. Bernt R. A. Sierke, Werner Rose (Dipl.-Hdl.), Karin Dietz (Dipl.-Kfm.) and Martin Löwer (Dipl.-Kfm. Dipl.-Hdl.). Campus Göttingen Campus Stade Campus Berlin Distance Learning

* General Management B.Sc. of Science Bachelor M.Sc. Science of Master Business Administration B.Sc. of Science Bachelor Orthobionics B.Sc. of Science Bachelor Medical Orthobionics (part-time)M.Sc. Science of Master Sports Engineering & Rehabilitation (part-time)M.Sc. Science of Master *expected to start in April 2014, subject to approval from the from startto *expected approval to subject in April 2014, and Humanities Science Ministry of Saxony Lower Psychology B.Sc of Science Bachelor M.Sc. Science of Master Business Psychology of ArtsBachelor B.A. Artsof Master M.A. for Business Applied Psychology Artsof Master M.A. Economics Business Administration of ArtsBachelor B.A. Artsof Master M.A. Advanced Management Artsof Master M.A. Business Administration MBA Administration Business of Master Psychology Psychology/Business Business Administration B.Sc. of Science Bachelor General Management M.Sc. Science of Master Composites of Engineering B.Eng. Bachelor English) or in German (Part-time, M.Sc. Science of Master Business Administration B.Sc. of Science Bachelor

Courses Development & Prospects | 11

Innovative Study Funding PFH Partnership with Deutsche Bildung AG

Since June 2013, the PFH has been offering its students another ters abroad. Repayment depends on income and commences once attractive funding model for their studies. Students may apply the student starts work. Funded students repay a fixed percentage for up to EUR 25,000 from the funding pot of Deutsche Bildung of their gross income to the study fund over a determined period AG, regardless of parental income. Around 100 grants funded of time, which represents an important difference to conventional by Deutsche Bildung AG are available for the upcoming term for student loans. Deutsche Bildung has funded over 600 students to PFH students in all disciplines and campuses. Repayment after date, the first of whom have already successfully completed their completion of studies depends on gross income. studies and are now in the repayment phase.

Deutsche Bildung AG awards scholarships from study funds. This financial support is linked with admission to the study sup- "Private individuals place money in these funds not just as a safe port programme "WissenPlus" (KnowledgePlus). This online and investment, but primarily to fund students," explains Prof. Dr. Julian seminar package includes events, training and seminars on key Voss, who initiated the partnership. Each scholarship is agreed competencies, on rhetorical and presentation skills, or time ma- individually between the fund and the student and is thus tailored nagement, for example. The programme is rounded off by networ- to their needs. Deutsche Bildung allocates monthly amounts based king events with employers, companies and funding recipients on what is required in combination with a one-off grant. from other universities.

Students can thus apply for up to EUR 25,000 for their studies to finance living costs, course fees or expenses for courses or semes- 12 | Development & Prospects

www.darum-pfh.de PR and Advertising Campaign collects Statements and awards Prizes

"Good reasons for the PFH" is the motto for the university's new or as web banner, meaning they are an important part of our PR and advertising campaign that started last April. student marketing. "This way, we have found the right person to provide statements for each target group, since we have received This campaign, whose central element is the website www.darum- reasons why students chose the university from every discipline pfh.de, is where students, alumni, employees, corporate partners, and campus, and from distance learning students. This allows friends and anyone else can say why the PFH is their university us to control very precisely how we address them via the rele- of choice. Those taking part can also immortalise themselves in vant media," explains Peter Diehl, Press Spokesman and Head of words, upload a suitable photograph or even include a longer Communications at the PFH. statement as a Youtube video.

Other visitors to the site can then rate the reasons in turn and share them via the usual social media platforms Facebook, Twitter and Google+. "This is of great benefit to young people who are trying to decide on a course. It lets them discover what other people think of the PFH and its courses and learn about their experiences with the university. students More than 100 participants have provided input to date, and over & graduates 23,000 ratings have helped the winner each month to claim over friends, EUR 200 each in Amazon vouchers. pupils & co.

Other elements in the campaign: Individual statements are used companies as advertisements, appearing as traditional print advertisements & partners

The "Good reasons for the PFH" campaign started in April 2013 with events for professors, students in Göttingen and Stade. tutors & employees '

Getting to Know our Courses and Choosing the Right Subjects The PFH's online test for choosing courses

"Study what's right for you!" – that’s the motto under which the day to day university life in taster lectures. "This provided pros- PFH Private University of Applied Sciences Göttingen offers pective students with a vivid impression of the PFH's real-world, prospective students its support in choosing the right subject international and career-oriented study concept," says Prof. Dr. for them. The offer is aimed at pupils studying for a university Frank Albe. It is not easy nowadays to find just the right course entrance qualification and their parents. The core element of the for you. More than 9,000 courses at some 400 universities are programme is an online course orientation questionnaire in which competing for school-leavers. "This can sometimes make choo- future students give an initial assessment of their interests. The sing the right subject a real lottery," added Albe. Another thing outcome is a recommendation in an extensive evaluation. "More to bear in mind is that today's generation of parents studied at a than 850 people filled out the online questionnaire" reports project time when there were not only significantly fewer courses, but manager Janina Junghans. Diplom and Magister degrees and "Staatsexamen" still existed. By contrast, the rules applying nowadays to Bachelors and Masters In addition, the PFH offered information events in several cities degrees are often unfamiliar to them. In this respect, it is not only such as Bremen, Hanover, Oldenburg or Braunschweig. These gave the pupils’ need for information but also that of their parents. It is participants the chance to meet professors, talk to graduates and this need for information which the PFH aims to cater to with its students about their experiences and familiarise themselves with test (still available online) and the events. 14 | Development & Prospects

Knowledge for the Industry University Products and Services for Businesses

In order to continue making our cooperation with companies and grammes offered are based closely on the real demands of the interested private individuals more professional and intensive, economy. Furthermore, companies at the university gain access the PFH has restructured its products and services for this target to an excellent network for partnerships and projects. group and is steadily developing them further. Cooperation with the PFH Private University of Applied Sciences An essential part of this cooperation, the exchange of knowhow is Göttingen is versatile, inspiring and rewarding for companies, reflected in course content that is consistently oriented towards which are free to determine the extent of their own financial and the needs of the workplace and in the development of innovative time commitment. Jointly developed individual solutions are courses. The core course elements and further education pro- also possible. Development & Prospects | 15

PFH Products – Benefits for Companies The following products and services are available to corporate partners of the PFH.

Recruiting the leaders of the future in the Management Campus Programme Entrepreneurship-based management courses with a real-world focus and content geared towards companies' needs help to provide tailor-made training for young leadership talents. The "Pra- xisStudieren" programme, through which companies can finance students' education, enables future leaders to be snapped up early.

HR development with distance learning The PFH offers courses in Business Administration and, from April 2014, it will also offer courses in Psychology/Business early. Guest lectures can be used as a platform for corporate Psychology, taught in such a way as to ensure students can suc- presentations, knowledge transfer events and networking. cessfully learn while they earn. The content of the programmes is geared towards companies' needs and is thus well suited for targeted staff development.

Tailored solutions New Opportunities – profitable Gains A particular feature of the PFH is the joint development and implementation of innovative courses geared towards company and market requirements, e.g. Composites or Orthobionics. Compa- Companies benefit from a partnership with the PFH: nies are involved in planning courses in an advisory capacity. This strategic alliance is supported at an academic level by endowed • Sustainable funding of education, scholarships and professorships or the establishment of institutes. young people – whether as a company or as an individual in the form of a patronage. Further Education • Targeted and coherent training of committed young Forward looking content for non-academics at the PFH Professi- talent for individual needs onal School or specialised knowledge for academics and specia- • Straightforward recruitment of new employees wit- lists at the mtec Academy – the PFH offers both for tailor-made hout time and cost-intensive measures further education in distance learning courses and seminars. • Knowledge transfer between company and university Individual personal development programmes at university level • Various events with intensive presentation and net- can also be provided. working opportunities • Achievement-oriented students as committed and Cooperative Marketing and Sales qualified interns in projects in specialist departments Joint advertising and sales campaigns position corporate partners • Positioning of company in the PFH's marketing chan- as patrons of scholarship and education. This produces synergies nels and resulting PR benefits in meeting the needs of different target groups and helps to convey • Ability to reach exclusive target groups via the PFH's a positive image. media facilities • Opportunities for individual corporate social res- Business Services ponsibility projects The PFH provides companies with easy access to qualified interns as well as young leadership talent for their specialist departments. Scholarship programmes help secure the services of young talent

Supporting the partnership between our corporate partners and the PFH: Janina Junghans (left) and Bianka Melanie Krietenstein. 16 | Development & Prospects

Students Invite Top Politicians PFH meets Politics as a platform for Göttingen’s direct mandate candidates

The "PFH meets Politics" series was held on the Göttingen campus 1. Shortage of skilled workers against the in the run-up to the recent Bundestag elections on September backdrop of demographic change 22nd. The series was organised by students Jonas Hainke, Lisa "A massive shortage of skilled workers is becoming apparent in Hartenstein, Maximilian Mitschke, Alina Rohde, Nico Stobinski, parts of Germany due to demographic change. Many businesses Friedemann Thiel and Johannes Weidemann, with the team ad- are having difficulties finding qualified staff. As a result, the vised by Prof. Dr. Joachim Ahrens and Prof. Dr. Frank Albe. This question is raised in Germany as to what measures companies gave the Göttingen direct mandate candidates from the political and the federal and state governments should take to counter the parties Bündnis '90/Die Grünen (The Greens), CDU, FDP and SPD problem of the skills shortage and to thus increase Germany's the opportunity to give their opinions on current political matters attractiveness as an international place to do business. at four individual events. 2. Family policy in Germany – billions for nothing? Two student moderators conducted the evening events and "For Konrad Adenauer, the birth rate in Germany was not yet a put detailed questions to the politicians. The audience was cause for concern. 'People are always having children,' as it was then able to discuss its views and questions with the four succinctly put. Now, this is where the first German Chancellor candidates. got it wrong. Germans have since started having alarmingly few children. Expressed in cold hard statistics: 1.4 per woman. And The students had formulated the following propositions on that is in spite of the excellent economic situation which ought four main topics: to ensure the necessary confidence."

3. The role of private universities in the education system The Bundestag elections are therefore an important milestone, "The development of private universities in Germany appears to as their outcome will play a significant role in determining the be a success story. They are increasing in number, as well as future course of the crisis." the number of students studying there. Some experts see a lot of advantages in private universities, e.g. the speed with which "PFH meets Politics" was opened on April 30th by the leading problems are recognised and solved, but also opportunities to Bündnis '90/Die Grünen (The Greens) candidate Jürgen Trit- cover specific niches. However, negative aspects such as, for tin. He debated with students, professors, teachers from PFH example, differing structures in the 16 federal states and, by partner schools and other guests. He was followed on May 6th international standards, a lack of willingness to invest, need to by Thomas Oppermann, the SPD's first managing director in be considered." parliament, who explained his views to an audience of around 60 people. Dr. Lutz Knopek (FDP) was invited for May 7th, 4. Sovereign debt crisis in Europe – Germany's role answering questions put to him by the two moderators and "In the sovereign debt crisis that has emerged in recent years, the audience. Fritz Güntzler, an auditor and erstwhile CDU Germany has been assigned a variety of roles: from being hailed Bundestag candidate, concluded the series on May 14th. Güntz- as the saviour of Greece, Spain and other states in crisis, to having ler, Oppermann and Trittin did then in fact won a Bundestag the Chancellor dubbed the "austerity dictator." What is clear is mandate. As, incidentally, did PFH graduate Mark Helfrich, that Germany has played a key role in the sovereign debt crisis who won the direct mandate in the constituency of Steinburg, to date and will continue to do so in the future. Dithmarschen South and Bad Bramstedt. New Partners for Double Degree PFH International Office

Australia, France or India: PFH Management students who wish Masters programmes in Management. There is also a link to the to finish their Masters studies with an international double degree university via the PFH board of trustees. BIMTECH is run by India's will be able in future to choose between these three countries. This Aditya Birla group, which also belongs to the trustee Novelis. In concept has already proven itself successful as a springboard for the double degree programme, students complete one part of the international careers in the past few years. To date, twelve students Masters course in Göttingen and one part at the partner university. have chosen the programme, in order to obtain a Masters degree from the KEDGE Business School in France (formerly BEM Bor- In addition to these two new partnerships, the PFH agreed five deaux École de Management) as well as the certificate from the further international student and research exchange partnerships PFH. From 2014, the international double degree will now also in 2013: with the University Finis Terrae (Santiago/Chile), the be available with Australia's Bond University on the Gold Coast University of Granada (Spain), the Hague University of Applied near Brisbane, as well as with India's Birla Institute of Management Sciences (Netherlands), the Pôle Paris Alternance (France) and Technology (BIMTECH) in Greater Noida near New Delhi. Riga Technical University (Latvia). The PFH thus now has a total of 23 university partnerships. Bond University is one of the best private universities in Austra- lia, regularly receiving top ratings in Australian and international rankings. The PFH has had a partnership with the university since July 2013. The new Indian cooperation partner, BIMTECH, offers five specialised

Student Conference on the Euro Crisis: Participants from Poland's University and the PFH. | Top right: Nils Irmer represented the PFH at the European Association of International Education (EAIE) conference in Istanbul from the 10. to the 13. of September 2013 in Istanbul. | International Office Team (from left to right): Viola Dempwolf, Stefan Zammit, Prof. Dr. Joachim Ahrens and Miriam-Ruth Albe. Development & Prospects | 19

Polish-German Student Conference on the Euro Crisis Eight students from Poland's Opole University visited their partner university, the PFH, for a conference on the Euro crisis. The two-day meeting was led by Prof. Dr. Joachim Ahrens (Business Administration, particularly International Economics) and Dr. To- masz Smus. The supporting programme was organised by PFH students. During the student conference on the 26th and 27th of May, the eight Polish and eight German students presented and discussed their work on the subject: "The Economic and Political Effects of the Current European Crisis." A return visit to Opole is set to follow the conference in Göttingen in the foreseeable future.

Student and Research Exchange 18 students from the PFH completed a semester abroad at partner universities in the UK, Spain, France, the USA, Turkey, Estonia or Taiwain (see also reports on pages 52 and 53) in 2013, in some cases as part of the Erasmus programme. In return, 13 international students from Spain, France, Poland and Japan studied in Göttin- gen. As in previous years, they again had the support of fellow PFH students as "Student Buddies." They organised an orientation week at the start of term, as well as many further joint activities during the semester. In total, there were more incomings and outgoings in 2013 than ever before. University Partnerships International exchange also enriches research and teaching at the PFH. The Italian political scientist Dr. Adele Del Sordi undertook University of Almeria (Spain) | Birla Institute of research at the PFH from April to December 2013 on the subject of Management Technology BIMTECH (Greater Noida/ "State Capitalism and Regime Support in Kazakhstan," punctuated India) | Bond University (Gold Coast/Australia) | Sino- by a stay in Kazakhstan. The political economy of Central Asia is a German Institute at the Shanghai Unversity (Shanghai/ particular research interest of Ahrens, who extended the invitation China) | ESIC Business & Marketing School (Madrid/ to IMT researcher Del Sordi. In addition, Professor XIN Hua from Spain) | Estice International Business School (Lille/ the Shanghai International Studies University, is also being hosted France) | University of Ferrara (Italy) | University Finis by the PFH from November 2013 to January 2014, researching the Terrae (Santiago/Chile) | Fundesem Business School topic "Lobbying in Germany and the European Union." (Alicante/Spain) | The University of Granada (Spain) | University of Guadalajara (Mexico) | The Hague Prof. Dr. Michael Heinlein (General Business Administration, par- University of Applied Sciences (Netherlands) | KEDGE ticularly Sales Management) taught for several days in September Business School (Bordeaux and Marseille/France) | at the Hague University of Applied Sciences, with funding from the Istanbul Aydin University (Turkey) | KIMEP (Almaty/ Erasmus programme. The visit focused on the themes of hidden Kazakhstan) | Opole University (Poland) | Otemon Ga- champions of the German SME sector, Germany's attractiven- kuin University (Osaka/Japan) | Pôle Paris Alternance ess for Dutch investors and economic relations between the two (Paris/France) | Rey Juan Carlos University (Madrid/ neighbouring countries. Spain) | Riga Technical University (Latvia) | Tunghai University (Taiwan) | University of Tartu (Estonia) | University of Worcester (United Kingdom) 20 | Development & Prospects

Career Choices and Soft Skills Training PFH Schools Partnerships

From the Gerhart-Hauptmann-Gymnasium in Wismar on the Baltic Hainke, Lisa Hartenstein and Johannes Weidemann opened the coast to the Gymnasium Bad Aibling in Rosenheim: the PFH is discussion evening with two brief presentations. They presented building schools partnerships all over Germany – most of which two fictitious businesses, a clothing manufacturer and a mecha- have been in place for several years. Two key aims lie at the core nical engineering company. While the first company relocated its of the total of 54 partnerships with grammar schools, compre- production to Vietnam on account of higher wage and extensive hensive and vocational schools: The PFH would like to support workers' rights in Germany, the second company puts its faith in pupils in making well thought-out study and career choices and the "Made in Germany" seal of approval and benefits from well- provide them with the soft skills that are important in university trained specialists, infrastructure and political stability in Germany. and working life. Pupil discussion sessions, taster courses for pupils interested in technology, and soft skills workshops in the Following this opening, the pupils exchanged views on pros schools help achieve this aim. and cons of Germany as a place to do business in comparison to other locations. Here, they debated and evaluated the criteria Training Rhetorical and Reasoning Skills based on which location quality can generally be measured, ie In the "Socio-political Discourse" discussion meeting, senior pu- by location, infrastructure, political stability, currency stability, pils from partner schools familiarise themselves with the basics workforce qualification, incidental wage costs, unit labour costs, of academic reasoning and hone their rhetorical skills. Together economic policy, rule of law, independence of the judiciary and with PFH students, teachers and leader Prof. Dr. Joachim Ahrens economic model of each country. These criteria are of differing (International Economics), they debate current political affairs at importance depending on the business model of a company and the meeting. The event teaches pupils in practical terms how to which industry it is operating in, and so require differentiated substantiate their own well-founded opinion. evaluation. So-called soft location factors were also covered in the discussions: people's satisfaction and welfare are likewise an The eleventh Socio-political Discourse on January 28th was dedi- important indicator in evaluating a business location. cated to the topic of "Germany as a Business Location: Problems, Opportunities, Strategies for Action." Around 60 pupils from Gym- DIY Carbon Technology nasium schools and secondary schools in Göttingen were present Pupils at vocational schools (VS) in Witzenhausen tested out how as guests of the PFH. Four students, Marie-Theres Grell, Jonas to manufacture a snow shovel out of carbon at the "Get to know

Kitted out for the winter: The pupils from the Witzenhausen VS (right) were able to take their functioning shovels home with them after the carbon workshop. | Top right: PFH employee Daniel Kolbert is the first point of contact for partner schools, leading the soft skills workshops in the schools. | Bottom right: Full house at the eleventh PFH Socio-political Discourse. Development & Prospects | 21

Partner Schools

Currently, 54 schools have entered into partnership agreements with the PFH: Alfeld: Berufsbildende Schulen Alfeld | Bad Aibling: Gymnasium Bad Aibling | Bad Harzburg: Niedersächsisches Inter- natsgymnasium | Bad Sachsa: Internatsgymnasi- um Pädagogium | Berlin: Carl-Zeiss-Oberschule, Wilma- Rudolph-Oberschule | Blomberg: Hermann- Vöchting- Gymnasium | Buxtehude: Halepaghen- Schule | Dieburg: Private Tagesheim- und Inter- natsschule | Dresden: Gymnasium Dresden-Cotta | Duderstadt: Berufsbildende Schulen Duderstadt, Carbon" workshop at the PFH. In February 2013 at Campus Stade, Eichsfeld-Gymnasium | Einbeck: Goetheschule | they took charge of the entire process from raw carbon fibre to Eisenach: Martin- Luther-Gymnasium | Elze: CJD the finished product, guided by PFH staff. This gave them a very Elze | Göttingen: BBS I Arnoldi-Schule, Felix- hands-on impression of carbon-fibre reinforced plastic technology Klein-Gymnasium, Georg- Christoph-Lichtenberg- (CFRP), a central element in "Composites" engineering courses. Gesamtschule, Geschwister-Scholl-Gesamtschule, Hainberg-Gymnasium, Max-Planck-Gymnasium, The group of pupils had travelled specially with their tutor Peter Otto-Hahn-Gymnasium, Theodor-Heuss-Gymna- Helfrich from Northern Hesse to Stade for the three-day workshop. sium | Goslar: Christian-von- Dohm-Gymnasium After a brief theoretical introduction, the young people became | Hannover: St. Ursula-Schule| Hann. Münden: acquainted in detail on site with all steps in production: preparation Berufsbildende Schulen Münden, Grotefend-Gym- of the moulds – with so-called release agent – application of nasium | Hamburg: Gymnasium Bornbrook, gelcoat, lamination, removal from the mould, cleaning, trimming Gymnasium Christianeum, Gymnasium Oberals- and assembly. At the end, everyone taking part was holding a func- ter, Gymnasium Rissen, Heisenberg-Gymnasium, tioning CFRP snow shovel in their hands. "We would recommend Sophie-Barat-Schule | Hameln: Handelslehranstalt the workshop to everyone interested in carbon," commented the Hameln, Schiller-Gymnasium | Hammelburg: Fro- group of pupils from Witzenhausen VS in a short report on their benius-Gymnasium | Helmstedt: Gymnasium am visit to Stade. Bötschenberg | Holzminden: Stiftung Landschul- heim am Solling | Köln: Hildegard-von-Bingen-Gym- Mastering Presentations and Time Management nasium| Krefeld: Fichte-Gymnasium | Ludwigslust: Most pupils, however, benefit from the programmes offered by Goethe- Gymnasium | Mellrichstadt: Martin-Pol- the PFH not on its campus locations but on site in schools. lich-Gymnasium | Münnerstadt: Johann-Philipp- More than 1,000 senior school pupils worked on their soft skills von-Schönborn- Gymnasium | Northeim: BBS I in 2013 by participating in a PFH workshop. For example, the Northeim, Gymnasium Corvinianum | Osterode/ "Time and Form" course provides competencies in the areas Harz: Berufsbildende Schulen BBS I | Schweinfurt: of time management, presentation techniques, rhetorical skills Olympia-Morata-Gymnasium| Stade: Gymnasium and communication. Other programmes offered by the university Athenaeum, Vincent-Lübeck- Gymnasium | Teltow: prepare the pupils for job application situations and assessment Immanuel-Kant-Gymnasium| Wiesbaden: Obermayr centres. A workshop lasts at least 90 minutes. If pupils wish to Europa-Schule | Wismar: Gerhart-Hauptmann-Gym- deal with other topics, the unit can also be extended to several nasium | Witzenhausen: Berufliche Schulen Wit- hours or the whole morning. zenhausen | Wolfenbüttel: Gymnasium im Schloss

Development & Prospects | 23

PFH at "IdeenExpo" Hands-on hi-tech courses

The PFH presented its CFRP Technology and Healthcare Technolo- computer. The university presented its Composites course using gy courses to young people with unusual exhibits and a workshop a bicycle frame and a wheelchair made of carbon. Both exhibits at the "IdeenExpo" in Hanover. weigh only a fraction of comparable products made of steel or aluminium. People picking them up for the first time cannot help but Also taking in information about the courses offered by the univer- to be amazed. At the same time, the CFRP products ensure a very sity at the trade fair from August 24th to September 1st, besides high level of stability. Participants in the "Walk of Life" workshop, many school pupils and Abitur students were the State Premiers which was run twice by the PFH at the "IdeenExpo", were given a Malu Dreyer (Rhineland-Palatinate) and Stephan Weil (Lower Sa- comprehensive hands-on impression of Orthobionics. A total of xony), as well as Edelgard Bulmahn, now Vice-President of the around 30 pupils dealt with the anatomy of the foot and had the German Bundestag. chance to make insoles themselves.

How do people walk with prosthetic legs? How light is a bicycle made of carbon? Guests at the fair were able to find out the answers About the "IdeenExpo" to these and other questions. Young visitors walked a course on so-called "walkers," which simulate wearing a prosthetic leg. Since a variety of prosthetic feet were assembled, they were also able to The "IdeenExpo" (IdeasExpo) is Germany's largest sci- find out about the difference between hi-tech prosthetic limbs for ence and technology event. It takes place every two sports and normal ones. The second exhibit from the Orthobionics years at the Hannover exhibition grounds and aims to course also provided sensitivity to movement of the body. The aim arouse a passion for research amongst adolescents and of the game "Lasar Pong" was to move a racket on the screen using young adults. More than 342,000 visitors took part in shifts in weight only and succeed in a ping-pong match against the the "IdeenExpo" in 2013.

At the PFH exhibition stand (from left to right): Prof. Dr. Frank Albe with State Premiers Stephan Weil and Malu Dreyer, along with MP Edelgard Bulmahn and an IdeenExpo employee (centre). 24 | Development & Prospects

First Female Professor of Psychology PFH appoints Dr. Martina Ruhmland as a Professor

On September 10th 2013, PFH President Prof. Dr. Bernt R. A. Sierke Her career path then led her into psychological counselling at the appointed Dr. Martina Ruhmland as the first female Professor of Kassel Social Welfare Association as well as the Social Paediatrics Psychology at the university. Ruhmland will initially be involved Centre at Göttingen University Hospital. Most recently, she worked in developing the Psychology (Bachelor of Science and Master as a Lecturer in Special Educational Psychology at the Leibniz of Science degrees), Business Psychology (Bachelor of Arts and University in Hanover. Master of Arts) and Applied Psychology for Business (Master of Arts) distance learning courses. She will then supervise the first Her research interests were initially anxiety disorders and later distance learning students in the new area, most likely starting in clinical child psychology. Ruhmland is currently researching in the April 2014. Furthermore, she will continue her research activities area of Special Educational Psychology on therapy and pedagogi- in Special Educational Psychology. cal approaches towards children suffering from Attention Deficit/ Hyperactivity Disorder (ADHD). Ruhmland's research is also set "The new distance learning courses provide career changers in to flow into teaching at the PFH in the form of experimental work particular, i.e. people who are already working, with the opportu- placements for distance learning students. nity to gain an academic qualification in Psychology or Business Psychology. Programmes in this area are rare. The PFH is even the first private university in Germany to offer a distance learning course in Psychology. "That's why I was particularly excited by the task," says Ruhmland, explaining her motivation.

Ruhmland studied Psychology at the Free University of Berlin and was also active in Clinical Psychology research at the Universities of Dresden and Göttingen. In addition to her qualification in Psy- chotherapy, she completed a doctorate on the subject of anxiety disorders and their therapies.

Prof. Dr. Frank Albe (left) and Prof. Dr. Bernt R. A. Sierke (right) welcomed Dr. Martina Ruhmland… Development & Prospects | 25

Professor of Business Psychology Appointed Dr. Stephan Weibelzahl switches Dublin for Göttingen

On November 5th, the PFH also employed its first Professor of Moreover, Weibelzahl has conducted extensive research on how Business Psychology. University President Prof. Dr. Bernt R. A. students engage with different forms of web-based learning (e- Sierke appointed Dr. Stephan Weibelzahl to the position of Pro- Learning). "The potential of new technologies to support teaching fessor. Like Ruhmland, Weibelzahl will initially be working on and learning is far from being exhausted," said Weibelzahl upon developing the PFH's new distance learning area of Psychology/ being appointed. He will take up both of these research topics as Business Psychology. a Professor at the PFH. Weibelzahl will be particularly involved in further developing state-of-the-art, user-friendly forms of distance Weibelzahl studied Psychology at the University of Trier, recei- learning – an area in which the PFH is already currently a pioneer. ving his PhD in 2003. He wrote his thesis in the Human and Weibelzahl further explained in relation to the distance learning Artificial Intelligence postgraduate research programme at the format: "I know from my experience as a lecturer in Ireland how Albert Ludwigs University of Freiburg. He then led a research highly motivated distance learning students are in their studies. group at the Frauenhof Institute of Experimental Software En- Moreover, they often immediately put what they learn directly into gineering. In 2004, the Franconian born Weibelzahl moved to practice and then bring this experience back into their studies the become a lecturer at the National College of Ireland, a private very next day. That is a very exciting process." educational establishment in Dublin. There, he would also later head the National e-Learning Laboratory, a research centre for online learning methods.

In the course of his career, Weibelzahl developed his research interests with interdisciplinary work at the intersections of Psy- chology, Economics and IT. Within Business Psychology, he is mainly interested in the subject of User Experience, i.e. how people perceive and experience different products such as websites and online services.

…and Dr. Stephan Weibelzahl as Professors for the area of Psychology/Business Psychology at the PFH. Professors at the PFH

Prof. Dr. Bernt R. A. Sierke President | General Business Ad- ministration, particularly Industrial Prof. Dr. Joachim Ahrens Management, Accounting & Con- Economics, particularly International trolling Economics

Prof. Dr. Frank Albe Prof. Dr. Kai C. Andrejewski Vice President | General Business General Business Administration, Administration, particularly Tourism particularly International Accounting Management & Controlling & Auditing

Prof. Dr. Frank Beine Prof. Dr. Dr. h.c. Jürgen Bloech Honorary Professor | Accounting, General Business Administration, Auditing particularly Business Planning

Prof. Karl Born Prof. Dr. Siegmar Blumentritt Tourism Management, particularly Biomechanics Customer & Crisis Management

Prof. Dr.-Ing. habil. Prof. Dr. med. Frank Braatz Elmar J. Breitbach Medical Orthobionics Adaptronics

Prof. Dr. Michael Dusemond General Business Administration, Prof. Dr.-Ing. Richard Degenhardt particularly International Accounting/ Composite Stability Financial Reporting

Prof. Dr. Michael Heinlein Prof. Dr.-Ing. Heinrich Fehren General Business Administration, Adaptronics particularly Sales Management Development & Prospects | 27

Prof. Dr. Antje-Britta Mörstedt General Business Administration, Prof. Hans Georg Näder particularly Organisation & Blended Honorary Professor | Entrepreneur- Learning ship

Prof. Dr. Hans-Chr. Riekhof General Business Administration, Prof. Dr. Bernd Rohlfing particularly International Marketing Commercial Law

Prof. Dr. Helmut Roland Honorary Professor | Balance Sheets/ Prof. Dr. Martina Ruhmland Financial Reporting Psychology

Prof. Dr. Hubert Schüle Business IT, particularly Information Prof. Dr.-Ing. Marc Siebert Management & IT Consulting Fibre Composite Technology

Prof. Dr.-Ing. Prof. Dr. Bernhard H. Vollmar Wilm F. Unckenbold General Business Administration, Vice President | Structural particularly Entrepreneurship & Mechanics of Fibre Composites Finance

Prof. Dr. Julian Voss General Business Administration, particularly Food and Agribusiness Prof. Dr. Stephan Weibelzahl Management Business Psychology

Prof. Dr. Manfred P. Zilling Business IT, particularly E-Entre Prof. Dr. Dr. h.c. Wolfgang Lücke preneurship & E-Business Honorary President 28 | Development & Prospects

First Distance Learning Centre in Austria Planned Internationalisation forging ahead

The PFH is planning to gain a foothold for the first time in other industry-specific profes- German-speaking countries with its distance learning courses. In sional training seminars, the pipeline is the Distance Learning Centre Austria, which will coaching and manage- be based in Korneuburg near Vienna. ment training, tailored to individual client needs The PFH already operates eleven distance learning centres na- and to the needs of the tionwide in Germany. Now, the university is taking an important economy and the em- step as part of its internationalisation strategy. The opening of the ployment market. PFH Distance Learning Centre Austria will provide advice and support President Prof. Bernt R. services in relation to the PFH's distance learning courses in A. Sierke explains the Austria. Information evenings, in-class teaching and examinations decision to expand operations into Austria: "We have already had will also be held there. Distance learning students from abroad numerous requests for our distance learning courses from Austria, were already able to use the courses offered by the PFH, but had and indeed Austrian students. With the Distance Learning Centre to rely on partnerships with the relevant Goethe Institute in their Austria, we are creating the opportunity to significantly reduce country to sit exams. Austrian students generally completed the the effort and expense required of participants for information practical phases at the Munich distance learning centre or even evenings, in-class teaching and examinations. We are confident travelled to the main PFH campus in Göttingen. that our offering will become even more attractive as a result," said Sierke. The PFH's Business Administration distance learning The new distance learning centre is made possible thanks to a courses as well as distance learning certificates from the PFH strategic alliance with Holzer GmbH. The company's training centre Professional School will be available in the Distance Learning based in Korneuburg, Austria (near Vienna), has been one of the Centre Austria. preferred providers in the areas of management consultancy and training. Its core competencies lie in training and further education of young people and adults, in addition to conducting up-to-date,

Cooperation partner in Korneuburg near Vienna: Ulli Holzer, Managing Director of Holzer GmbH. Management Repositioning Challenge 4th Göttingen Marketing Day at the PFH

The "Positioning and Repositioning Strategies of Successful its marketing more generally to issues such as mobility, motoring Brands" were the focus of the fourth Göttingen Marketing Day. Lea- history and sustainability, largely not resorting to using the VW ding Managers from the companies Autostadt Wolfsburg, DIESEL, logo. Despite this, analyses conducted within the group show that Flensburger Brewery, Stage Entertainment, XING, concept m and the Autostadt communications platform is having a very positive SPIEGEL QC discussed how to develop brand identity and the effect on the Volkswagen brand: for instance, the popularity of conditions under which even old brand images can be realigned. Volkswagen can be seen to increase amongst guests following a visit. "Many people even have the decision to buy a Volkswagen Marketing expert Prof. Dr. Hans-Christian Riekhof (PFH) gathe- planted in their minds during their visit to Autostadt," according red the participants to the event on November 8th and acted as to Wachs. moderator. Numerous entrepreneurs and senior executives, but also PFH students and alumni, took up the invitation, ensuring The CEO of online social network XING, Dr. Thomas Vollmoeller, a full house. reported on its planned repositioning. He explained how XING had established itself over the past ten years in German-speaking Autostadt and Xing countries as a professional, useful and reliable platform for wor- In the first talk of the day-long event, Managing Director of Auto- king people. However, he revealed, in times of skill shortages, stadt Wolfsburg, Otto Ferdinand Wachs, provided an insight into his where companies are wooing prospective employees instead of company's marketing strategy. He is responsible for a concept that the other way around, the importance of networking for getting is unique in the industry and was initially controversial within the ahead decreases. As a result, there are plans in future to address group. Far from purely presenting its products, Autostadt devotes the concerns of qualified employees holistically under the motto Management | 31

Andreas Tembrockhaus, Managing Director of the Flensburger Brewery, explained his company's positioning on the beer market. Using a variety of anecdotes, he explained the distinguishing features (e.g. the swing-top bottle with the characteristic "pop") and reported on the brand's biggest marketing successes (e.g. its popularity as a result of the Werner comics in the 80s). Tem- brockhaus described continuity in managing the brand, and the broad business expertise that the family business has brought to the market since 1888 as the most important guideline in positioning the brand.

Spiegel and Stage Entertainment A red background, big lettering – little else is needed to make the SPIEGEL brand recognisable. Norbert Facklam, Head of Marketing at SPIEGEL QC, talked in particular about the major shift in the marketing situation currently taking place in the media. On the one hand, the online share of the budget is growing in the marketing mix, while on the other hand, an ever greater concentration in publishing houses and major media agencies is taking place. According to Facklam, the SPIEGEL Group will continue to carry out its own marketing, in order to maintain its independence and journalistic quality.

More than 5,000 performances have already been played, all of them sold out, and there is no end in sight. The success of the musical "The Lion King" is studded with superlatives. Christian "For a better working life." In Fischer, Senior Product Manager at Stage Entertainment had no this respect, XING could deve- problem picking out numerous examples from the positioning his- lop into a "Trade Union 2.0," as tory of the "Lion King" brand. Fischer concluded this final talk of the it were. It's subsidiary, kununu, 4th Göttingen Marketing Day with some insights into ticket pricing. an employer rating platform, is also playing an important role The company presentations were supplemented by Consultant in the new concept. Dirk Ziems (concept m), with his paper on brand repositioning from the perspective of depth psychology. Ziems talked about Diesel and various branding strategies, as well as problems that make the Flensburger Brewery development of repositioning strategies inevitable. Under the title "DieselReboot," DIESEL's Head of Marketing Chris- tina Käßhofer described how the Italian fashion label is currently Riekhof, the initiator of the event, concluded: "In particular, the mix repositioning itself. The company was already repeatedly gaining of such different industries, such as a beer brand with regional roots attention back in the 90s by focusing its adverts on, for example, on the one hand and a global fashion business on the other, has homosexuality ("Kissing Sailors") rather than its own products. illustrated the different approaches to the subject of positioning With an interactive campaign started in 2013, DIESEL is now There is enormous scope to acquire a deeper understanding of attempting to get back to the core of the brand and resume its the subject, both for practitioners and academics." popularity of the nineties. Its aim is to provide creative artists with a platform for their messages and their art and, in the process, use them as ambassadors for the brand.

The speakers, from top left to bottom right: Norbert Facklam (Spiegel QC), Christina Käßhofer (DIESEL), Christian Fischer (Stage Entertainment), Dirk Ziems (concept m), Andreas Tembrockhaus (Flensburger Brewery), Dr. Thomas Vollmoeller (XING) and Otto Ferdinand Wachs (Autostadt). 32 | Management

PFH Business School ZE Centre for Entrepreneurship

Entrepreneurial thinking and action, and hence also start-up This commitment towards entrepreneurs was also recognised in funding, are an important component in the PFH’s profile. The November 2013 by the Donor's Association for the Promotion subject of start-ups is a common thread running through the of Sciences and Humanities in Germany. In the "Start-up Radar" university's strategies, structures and curricula. It is one that study, the association declared the PFH to be the second best has been anchored institutionally since 2010, in the ZE Centre university nationwide for funding start-ups in the small university for Entrepreneurship. category (see page 8).

Under the leadership of Prof. Dr. Bernhard H. Vollmar and his Incubators for Business Ideas deputies Prof. Dr. Frank Albe and Prof. Dr. Manfred P. Zilling, the The ZE provides start-up incubators at its Göttingen and Stade ZE brings together all consulting, support and funding activities campuses – so-called E-LABs, which are unique for their region for prospective and active company founders, as well as research in both cases. They offer those interested in starting up a com- and teaching in the area of entrepreneurship. The centre has set pany space and professional support for their business ideas. a new course with the establishment of the two start-up incuba- The offer also includes advice on public funding. Besides PFH tors, GO-E-LAB and STA-E-LAB, and the annual Entrepreneurship students and graduates, the Göttingen GO-E-LAB is also open Spring School. to entrepreneurs from the Georg August University of Göttingen and other universities in southern Lower Saxony. In Göttingen, the offer is principally open to Internet and service provider start- ups, and in Stade to technology-based start-ups. A standardised procedure for admission by the LABS ensures that the start-up teams are of the desired quality, and that the support progresses positively. Fifteen teams have already availed of infrastructure and support in the GO-E-LAB, with five start-ups currently based here. These include the new company Pentotype, which successfully entered the market in 2013. The three physicists Johannes Dörr, Waldemar Kornewald and Thomas Wanschik provide software that translates drawing motions on tablet computers directly into required standard forms such as a circle or rectangle and makes them usable as an object. The STA-E-LAB in Stade has primarily been used to date by student project groups working on start-up ideas as part of their course.

Extensive Research Activities The research projects completed at the ZE in 2013 illuminate various aspects of entrepreneurship. They deal with questions such as sustainable management, process optimisation in financial services companies and the sense of tradition in the SME sector. financial world, at least not in Germany. Against this backdrop, Green Controlling: Sustainable Management Quentin and Vollmar investigated the opportunities and limita- Today, the tasks of contemporary management include ensu- tions of using it in banks. In the course of their application-ori- ring the sustainability of economic activities and incorporating ented considerations, they tested its implementation specifically environmental aspects into entrepreneurial action. Extremely using the example of a prototypical savings bank. From this, they relevant to management practice, but little researched to date, is derived recommended action and organisation. the question of how controlling, as an essential area of company management, can and must turn this issue into a productive Sense of Tradition in Family Businesses area for itself. Christina Schrader, a Masters graduate of the What importance do traditions have in small and medium-sized PFH, and Vollmar have investigated this matter under the title family businesses? Albe and Vollmar explored this question. "Green Controlling" in a study and published their results in April The starting point was a student field project in which over 200 2013. In addition to presenting possible means, in particular it family businesses were questioned in detail regarding their also discusses the challenges of implementing environmental sense of tradition. The two professors collected the answers aspects in controlling. and condensed them in an empirical study. Their results show that it is indeed important for family business owners to pass Process Improvement using the Example of a Savings Bank on convictions, values and behavioural patterns on to the next Together with Quentin Hirche, a graduate of the distance learning generation of leaders and employees. Tradition is regarded as a course in Advanced Management, Vollmar published a research motivator for moulding the present and the future and is thus not paper entitled "The Six-Sigma Approach and its opposed to the new demands of the globalised economy. Even Implementation from the Perspective of if sense of tradition generally plays no part in communication a Savings Bank." The Six-Sigma ap- with customers and suppliers, it is of great importance internally proach is used within strategic management within most family businesses to improve processes. While the concept is long-established in industrial organisations, it has hardly been applied to date in the

Left: Around 25 people interested in starting their own company found out about the ZE Centre Entrepreneurship's start-up funding on November 20th at the GO-E- LAB-OPEN. | Top right: The ZE team at the summit (from left to right): Nils Irmer, Prof. Bernhard H. Vollmar, Miriam Probst, Prof. Frank Albe and Theresa Rüter. Not shown: Prof. Manfred P. Zilling. | The Pentotype start-up team (from left to right): Johannes Dörr, Thomas Wanschik and Waldemar Kornewald. 34 | Management

Young Founders Work on their Ideas 3rd Entrepreneurship Spring School

Nine different founder teams used the PFH's third Entrepreneurship Apart from the expert presentations, soft skills training in Northeim Spring School in April to work on their business ideas. They were Forest and the extensive workshop phases, exchanging ideas with helped by talks from experts, feedback discussions and intensive established entrepreneurs was also an important component of the workshop phases. The jury headed by Prof. Bernhard H. Vollmar, Spring School. Two entrepreneurs from the region were present Head of the Centre for Entrepreneurship at the PFH, singled out as guests: Heiko Keilholz, Head of the HKS Group from Hardeg- the "Clinic Angel" – a Web-based employment service for young sen, and Marco Böhme, a media entrepreneur and founder of doctors. The service aims to ensure that smaller hospitals in Göttingen's faktor magazine. Stefan Keveloh (Sparkasse Göttingen) particular are able to cover their requirement for advanced me- and Dr. Christian Horneber (NWZ Digital) were on hand to talk dical students, who are able to work as temporary staff with their about the issue of financing in particular. Ansgar Holtmann, who specialist knowledge. graduated from the PFH in 2004 and is himself an entrepreneur (Vendion Consulting), as well as Christopher Voigt, a PFH graduate The start-up experts saw a lot of potential in many of the other and employee at the Team Europe incubator, completed the panel ideas, from an online supermarket, to a dog collar that whistles of feedback givers. During informal fireside chats in the evening, back hunting dogs that have run away, to a luxury watch winder they all gave the participants important tips, including exchanging in the premium segment, albeit at different stages of readiness in network contacts for solving specific problems. their planning. "The teams had the opportunity to develop further here on a very individual basis. Some were fleshing out their idea into an initial business model. "For others, the main aim was to work out their financing in detail or to work on their requirements and contracts with the necessary producers in Asia," says Vollmar.

Presenting business plans is a central element of the workshops. | Slackline balance: Soft skills training in Northeim Forest. | The ZE team and members of the Entrepreneurship Spring School jury (from left to right): Miriam Probst, Prof. Dr. Bernhard H. Vollmar, Theresa Rüter, Nils Irmer, Marco Böhme, Dr. Christian Horneber, Dr. Mark Euler.

36 | Management

Corporate Health Management in Focus Demography Day at the PFH Private University of Applied Sciences Göttingen

On November 15th, the PFH Private University of Applied Sci- Nagel, Louissa Tahnee Ropeter and Maximilian Schmedt. In this ences Göttingen hosted a demography day on the subject of survey, over 240 companies from different economic sectors "Corporate Health Management." The event centred around and of various sizes were questioned on their corporate health talks on health promotion in the workplace and modern working management measures. The students presented their findings at conditions against the backdrop of future demographic develop- the event in front of an audience of around 60 people, consisting ments. The event was moderated by Dr. Antje-Britta Mörstedt, of fellow students and company specialists. Their findings can be Professor of Business Administration, in particular Organisation summarised as follows: Demographic change, with an increasing and Blended Learning. number of older employees, has reached the companies, and awareness of the issue of corporate health management is con- This demography day was inspired by a study on the subject of tinuously growing. Initial measures such as flexitime schemes "Corporate Health Management in view of Demographic Change," are already being implemented, but are still rather rarely set out undertaken by four Management students Jana Drews, Ramona in writing to date. Management | 37

ment and corporate health management consultant at the Techniker Krankenkasse health insurance fund, reported on how companies can progress from corporate health promotion to corporate health management. Dorothea Tacke, Head of HR at Refratechnik Cement GmbH, then explained how her company introduced health management into operational practice and its experiences with it to date. Participants had the chance to discuss further questions and aspects in the subsequent podium discussion.

Accompanying the demography day, anyone who was interested had the opportunity to avail of the special health promotions on offer from the Techniker Krankenkasse in cooperation with aktiVi- tal – Freitag & Welzel GbR. Participants thus had their vital signs measured and were informed individually about the state of their health e.g. blood pressure during Vital Coaching. During the con- sultation that followed, the importance was stressed of giving tips that are practical and can be implemented in everyday life. During Back Coaching, participants were in turn able to receive individual advice on the subject of back heath following a screening of the spinal column with three-dimensional display.

Demographics & Craft Industries

In May 2014, the PFH will host another demography day, this time on the subject of "Skills Shortage in the Craft Industries." The point of departure for this will be a study on demographic change in the bakery sector. Students Jan-Niklas Falkenhain, Christine Hammer- schmidt, Neele Herrenkind and Kathrin Muwanga will present their findings. Sandra Keil will then talk about Employer Branding as a direct benefit of corporate Mörstedt invited further speakers in order to provide a compre- health management. Annegret Körbitz, a lawyer and hensive account of the issue of corporate health management. Business Coach at Stahl – Partner für Bäcker GmbH, The two presentations by Friederike Husheer, Project Manager will present on companies' options for counteracting at Demografieagentur für die niedersächsische Wirtschaft GmbH the skills shortage in the craft sector as another sub- [Demographics Agency for the Economy of Lower Saxony] and ject. She will be followed by Göttingen entrepreneur Günter Siebels-Harms from the AOK Health Consulting Institute Katja Thiele-Hann, who will talk about methods for were entitled "Health Promotion in the Workplace in the Context finding skilled workers in the bakery sector. Finally, of Demographic Challenges." Sandra Keil, graduate in Business there will be a talk by Andreas Resch, Managing Studies, freelancing psychotherapist (alternative medicine) and Director for Vocational Training at the Rhinehessen naturopath at alma Hamburg, talked about modern working condi- Chamber of Industry & Commerce entitled "The Law tions; she said that the way forward was not to work less, but to work on Recognition – a means of Integrating and Securing differently. Simone Köhler, a Diplom graduate in Health Manage- Skilled Labour."

The four students Louissa Tahnee Ropeter, Jana Drews, Maximilian Schmedt and Ramona Nagel (from left to right) had engaged with the topic of corporate health management in their studies. | Prof. Dr. Antje-Britta Mörstedt moderated the event. | Master's student Anton Ha availed of the Vital Coaching offered by the Techniker Krankenkasse and had his blood pressure measured. 38 | Management

KomPost, Retail and Empiricism Research, publications and projects in Management

The Management faculty of the PFH once again produced new Ahrens also published on this project's research findings in con- research projects and continued already successful projects in junction with international colleagues, e.g. "Economic Transition 2013. PFH professors also appeared with publications and pre- and Institutional Change in Central Asia" with Prof. Dr. Herman W. sentations on their research findings. Hoen from the University of Groningen/Netherlands in the jointly published book "Institutional Reform in Central Asia. Politico- The "Competency Network of Institutions and Institutional Change Economic Challenges. Central Asian Studies." He also presented in Post-Socialism," abbreviated KomPost, was extended for two ye- at conferences in Kazakhstan and Estonia. ars. This is part of a programme, funded by the Federal Ministry for Education and Research, for strengthening and further developing To Trade is to Change, and Hyperdecanted Red Wine regional studies. Dr. Joachim Ahrens, Professor of International Also furthering his publication activities, Dr. Hans-Christian Riek- Economics, is one of the ten lecturers involved. He is in charge hof, Professor of International Marketing, had the third revised of the part project "State Capitalism and Dual Economies", which and extended edition of his book "Retail Business, Per- will now be extended until the end of 2015. spectives, Strategies, Templates for Success" published by the Gabler Verlag publishing house. Ahrens‘s second project "Emerging Markets in Central Asia," also Case studies and practical examples from known as the Central Asia Project, has been running since 2008. In companies Aldi, Budnikowsky, Dell, Görtz, September 2013, his research assistant Roman Vakulchuk Hugo Boss, Kenn on Fashion, Kiehl’s, successfully defended his dissertation on the subject Lush, Otto Group, "Between State and Market: Kazakhstan's Emerging Sport Economy" at the Jacobs University Bremen. Management | 39

The importance of strategic pricing is clearly hugely underestimated by most companies," says Riekhof in sum- mary. Nonetheless, 65 percent of those questioned attributed high or very high importance to strategic pricing. Despite this, only 35 percent have established a pricing strategy, and to date only 21 percent have a pricing department or a pricing manager. And Riekhof is already working on the next empirical study. He is conducting it jointly with Master's students Steffen Mix and Marco Buhleier, investigating the online activities of B2B companies. An evaluation of the findings will be ready at the start of 2014. Scheck and Takko illustrate the challenges business will have to face in the future -demographic change, new demand structures An experiment conducted with his students by Riekhof in the and different buying behaviours. Several newly included contribu- International Marketing Master's programme showed that research tions are devoted to cross channel retailing, i.e. interlocking, online does have its thoroughly entertaining parts. An experimental set- shops, catalogues, stores and mobile devices and/or the social up in which professors from the PFH tasted identical red wine web in media and advertising. Using clear and forward-looking that had been decanted using different methods aimed, first, concepts, the authors show what it takes to be successful in this to show that there are dependent and independent variables in challenging market environment. empirical investigations and, second, to show the extent to which predictions can be made about investigation outcomes. In the In March 2013, Riekhof published the findings of his empirical first tasting, the red wine came directly from the bottle, in the study "Pricing Processes in Practice," conducted nationwide at second it was decanted 60 minutes. And, third time around, the end of 2012. This reveals that many businesses are still not the students poured red wine that they had "hyperdecanted" in exploiting the potential for value creation offered by strategically a food processor. Now, the question was whether people can aligned pricing. A consistently structured pricing process exists in tell the difference in blind tasting. Interestingly, the professors only one third of German businesses. "Price has a greater impact rated the hyperdecanted wine as the best tasting, in line with the on operating profit than changes in volume or costs. assumption made beforehand.

Carried out joint research on the subject of Central Asia: Roman Vakulchuk, Prof. Richard Pomfret from the University of Adelaide (Australia) and the Johns Hopkins University Bologna (Italy), Prof. Dr. Joachim Ahrens and Dr. Manuel Stark, former PFH staff member. | Wine connoisseurs being put to the test: Professors from the PFH tasted red wine. | The Master's students explain the test set-up for the red wine decanting. | Prof. Dr. Joachim Ahrens (left) and Prof. Dr. Hans-Christian Riekhof. 40 | Management

meinStorch.de helps Midwives Social Entrepreneurship Project at the CeBIT computer fair

"meinStorch.de" is the name of the socially-focused start-up pro- work put into advising parents does not entail adequate financial ject presented at the CeBIT computer fair in Hannover by the Centre reward – particularly for freelance midwives. This is precisely for Entrepreneurship (ZE) under the leadership of PFH Professor what meinStorch.de changes. Buyers select one of the midwives Dr. Manfred P. Zilling. registered on the platform and then proceed with their online purchase. The midwife receives a sort of "sales commission" and The platform "meinStorch.de" is an online system for buying so has an indirect financial stake in online orders. items for babies and infants. It enables parents to purchase a full range of products for their young family, from dummies to One fully functioning prototype platform, showing every phase child car seats. What is more, based on the principle of social of an IT-supported purchase, was already on display at the fair. It entrepreneurship, they can make a donation to support midwives received a very positive reception at CeBiT. "Many visitors to the financially. Midwives have a high degree of responsibility and make fair were fascinated by the approach of being able to choose in a very important contribution to society. Not only do they provide comfort from an extensive range while doing something for a good mothers-to-be with the required assistance up until the birth of cause with just a few clicks," says Zilling. their child – they are also there for young families after the birth with advice and support. Midwives are nowadays not only providers of comprehensive knowledge in dealing with babies, but also have superb knowledge of baby items, e.g. for hygiene, toys, transport or furnishing nurseries. Hence they often advise parents on which products may be particularly suited to their child. However, this

A beneficiary of midwife tips as a new father himself: Prof. Dr. Manfred P. Zilling. Internship Fair 18th Edition Students present themselves to sponsors

The traditional PFH Internship Fair took place on May 15th for no less than the 18th time. Second semester Management students from Göttingen and, for the first time, also from Stade, presented themselves at the fair to representatives from sponsor companies.

In eight groups, the internship candidates tried to use humour to cast themselves in the best light, in order to put themselves forward for an internship with Continental, Deutsche Telekom, Novelis, ottobock, Pricewaterhouse Coopers, SAP or TUI AG. Popular and well-known TV formats were used as a template and adapted for the internship hunt. "The Bachelorette" had the agony of choosing between three candidates. Imitating a scene from US sitcom "The Big Bang Theory," the three students displayed their mastery of English. Katja Burkard, Oliver Kahn, Mesut Özil and other celebrities, impersonated with aplomb, had their say at the "PFH One-Two." Vicky had her Vikings from Stade at her service, and the missing phrase to be guessed in "Hot Streak" was "Top Intern."

Following the presentations, fourth semester students Nico Sto- binski and Johannes Uebing presented their field project as a way of promoting further joint projects between companies and PFH students. As part of the project, they conducted a study with three other fellow students on the sense of tradition amongst small and medium-sized family businesses. During the concluding so-called "Speed Talk," the guests finally had the opportunity to present their companies to students in small groups and hold direct conversations with internship candidates to get to know them better. 42 | Management

No Ivory Towers Here! Field and social projects at the PFH

PFH Management students only know about the proverbial ivory Evaluation at Göttingen Primary Schools towers of academia from hearsay. That is because projects pro- For the second time, PFH students under the leadership of Prof. viding important practical and life experience account for a Dr. Hubert Schüle, analysed levels of satisfaction at four Göttin- large portion of the university's curricula and are accorded a gen primary schools as part of a field project. They faced some high priority. Two approaches in particular aim to contribute 970 parents and teachers with more than 50 questions relating to students' personal development during their studies. In field to teaching, homework, technical facilities, school life and com- projects, students develop analyses or propose solutions for real munication. Around half of the parents and teachers questioned problems in companies. returned their questionnaires, thereby ensuring a high response rate. The possible answers on the questionnaire were based on In social projects, students look beyond the horizons of their own the school grading system. Taking all of the evaluations together, lives, get involved in a good cause and in the process demons- the four primary schools received a mark of 2.05. Parents and trate management, organisational or coaching talent. The PFH teachers again confirmed accordingly that the children enjoy at- has developed the special concept of "Social Points" for this. tending these schools and that they offer a school life with plenty

Birte Bänsch and Karsten Liermann (third and second from right) organised the PFH charity fundraising campaign in Advent 2012, Andreas Schreck (left) collected donations for "Stop Child Poverty in Göttingen." Another charity fundraising campaign also took place after this report went to press, in December 2013. | Right: Representatives of the primary schools with the evaluation project team (from left to right): Ulrike Lönker (Herman-Nohl-Schule), Silvia Draschoff-Schmelzer (Wilhelm-Busch-Schule), Hans-Joachim Reuters (Lohbergschule), Prof. Dr. Hubert Schüle, Lukas Frohnert, Patrick Nolte, Alina Rohde, Eike Cohrs and Bärbel Pasternak (Adolf-Reichwein-Schule). Management | 43

of variety and good teaching in the individual subjects. However, The students carried out most of the projects in cooperation with students Eike Cohrs, Lukas Frohnert, Patrick Nolte and Alina a company or an organisation, but analyses could also be more Rohde also managed to point towards positive developments, general. Besides the marketing analysis for BG Göttingen, six i.e. questions in which the primary schools scored better than other new field projects started in autumn 2013. in the first analysis in 2011.

Marketing Analysis for BG Göttingen A group of students remain in the early stages of their analysis of the marketing of professional basketball team BG Göttingen. The three Management students, Jan Robert Koch, Vanessa Vogt und Ulrich-Alexander Welskopp are participating in a field project. Master's student Johanna Hirmke, who herself plays basketball for the Social Points Association's women's team, is writing her Master's thesis on the subject. Under the leadership of Prof. Dr. Hubert Schüle, they are currently planning surveys of Göttingen residents and The PFH uses the "Social Points" concept to encou- visitors to the town, but also of sponsors, on the perception rage its Management students to perform voluntary and marketing reach of BG. "Obviously we're hoping for good work, and also rewards work for good causes already results, because these would provide a strong case with which undertaken by students in their free time. "We strongly to recruit further sponsors," explains Daniel Gerlach, a partner believe that voluntary work contributes significantly to of the company running BG's Bundesliga team and himself a personal development. "And, in holistic Management marketing professional. training, this is at least as important as the course subject matter," explains Prof. Joachim Ahrens. In view Other Field Projects of this, students are encouraged from the first semester PFH's field projects cover a broad range of subjects. As well as to get involved with social projects or develop their the evaluation project for Göttingen primary schools, eleven other own ideas. groups completed a field project in spring 2013. These related, for example, to referral marketing or search engine optimisation On the Bachelor's course, Social Points are converted for Internet companies, staff recruitment for non-profit organisa- directly into credit points in the ECTS system. Ob- tions, corporate health management, demographic change in the taining five points is mandatory, whereby each point craft industries sector (see page 37), sense of tradition in family generally corresponds to 30 hours of voluntary work. businesses (see page 33), the marketing of the Olympic and The nature of this work can vary greatly. For example, Paralympic Games or sales management in Germany and Spain. different students have been working for four years in a coaching project for pupils from the Integrierte Gesamtschule Bovenden (see page 49). In the run- up to Christmas 2012, PFH students organised a charity campaign raising funds by selling chocolate Santas which raised around EUR 500 for the "Stop Child Poverty in Göttingen" campaign. Other students again have set up the student organisation AIESEC in Göttingen, which mainly works to promote student exchanges. Another Management student, for her part, looks after elderly people as part of a voluntary on-call service – this commitment, too, is rewarded by the PFH with Social Points. 44 | Management

Guest Lecture

clothing racks positioned close together and an aged Harlequin symbol as an advertising figure had put off rather than enticed many customers. Moreover, the layout of the stores was not uniform, as previous changes to the logo and lettering had not been implemented consistently in all stores. However, it was not only the appearance and presentation of merchandise that needed a fresh start, as the CEO explained. "Takko was too cost-focused in its purchasing. The question wasn't 'What does the customer want?' but 'What can we buy cheaply?' As a result, the range of goods often did not meet the customers’ needs."

When the company management then came to planning the repositioning, there was even fundamental debate about whether the textiles chain should also change its company colour (yellow) and its name in order to achieve its image change. However, with a view to brand awareness on the European market, it decided Stephan Swinka against such a radical break. Instead, the company focused on CEO Takko Fashion GmbH adapting its range through target group definition, higher product quality and consistent modernisation of stores. "With a huge Shaking off the Discounter Image effort, Takko renovated almost all of its stores within a few years. Generally, the renovations took place in just five days on site, with With a turnover of more than EUR 1.2 billion per annum, 16,000 business as usual," explained Swinka. In addition, the company employees and 1,800 stores in Germany and abroad, Takko is one updated its logo and assumed the slogan "Everyone wants to of Germany's largest textile companies. Its CEO Stephan Swinka look good." However, Swinka said, although the transformation at explained how to reposition a business of this magnitude on the Takko was apparent to customers, it took time for them to register market at the PFH on June 24th 2013, under the title "Takko's it in their minds. "Changing a company's image takes ten years. positioning as a Value Fashion Retailer." That's how long Takko needs to appear and trade consistently in order to establish its new image." Since 2009, the fashion company has implemented extensive measures to reposition itself. Its aim is to shake off its discounter image and assume a new position in the fashion landscape, with modern shops and a stronger customer orientation. "We wanted to no longer be the cheapest supplier but, remaining below the price level of competitors such as C&A and H&M, still win over customers with high quality and attractive presentation of our merchandise," explained Swinka.

According to Swinka, the company's stores did not convey an attractive image before the repositioning. Scuffed carpets, circular Guests at the PFH in 2013 (Selection) Andreas Tembrockhaus Andreas Emil Petersen Brauerei Flensburger Co. KG GmbH & Positioning – The Beer Flensburger Brand Beer of a Regional Strategy MP Trittin Jürgen Greens Alliance '90/The series "PFH meets Politics" Vollmoeller Thomas Dr. AG XING a better working life – The For XING of Repositioning Wachs Ferdinand Otto Autostadt GmbH – The Communications Autostadt Group of a Global Platform Dirk Ziems concept m Backgrounds, Repositioning: Brand Depth a from Criteria and Rules Perspective Psychology Klitzing von Vernon Playboy Deutschland Publishing GmbH Media Playboy in the of Positioning Landscape Knopek Lutz Dr. (FDP) Democratic Party Free series "PFH meets Politics" Köhler Simone Krankenkasse Techniker Promotion Health Corporate From Management Health Corporate to Ruben Lanzerath Dr. Association of Federal German V. Cooperative Banks e. reliable – strong, Unions Credit partnersin uncertaineven times Oppermann Thomas MdB German Social Democratic Party (SPD) series "PFH meets Politics" Siebels-Harms Günter AOK Health Consulting Institute Workplace in the Promotion Health Demographic of Context in the Challenges Swinka Stephan GmbH Fashion Takko Value positioning as a Takko's Retailer Fashion Tacke Dorothea GmbH Refratechnik Cement Management Health of Introduction Cement at Refratechnik - NorbertFacklam QC Spiegel SPIEGEL in the of The Positioning Advertising Market Fischer Christian Stage Entertainment GmbH Live Lion King" – A Disney's "The Entertainmentin Phenomenon Germany Fischer Peter Prof. University of Regensburg of The Business Psychology Fraud Prepayment MP Güntzler Fritz Christian Democratic Union (CDU) of Germany series "PFH meets Politics" Husheer Friederike Demografieagentur für die nie- dersächsische Wirtschaft GmbH Workplace in the Promotion Health Demographic of Context in the Challenges Hüther Gerald Dr. Prof. Göttingen University Hospital, August University Georg Economy and the The Brain Käßhofer Christina DIESEL S.p.A. Commu – Brand DieselReboot Community as a Global nication Approach Keil Sandra management active live alma – GbR Hamburg Not Conditions – Working Modern but working working less, about differently Key figures, decision makers and experts regularly provide students at the PFH with exciting insights into economic, economic, into insights exciting with PFH the at students provide regularly experts and makers decision figures, Key academic or political in matters talks or discussion panels. The university its and students managed to attract numerous academic and "PFH meets…" series, as well as for distinguished as partspeakers in 2013, of the "Guest Lectures" their commitment. its guests for all of The PFH thanks conferences. 46 | Management

Cultural Transformation in Companies: Supportive Leadership PFH meets… Prof. Dr. Gerald Hüther

On November 4th, Prof. Dr. Gerald Hüther challenged the audience alone as being just as inappropriate as an authoritarian leadership in a packed PFH Auditorium with his presentation on the subject style in a company. of "The Brain and the Economy." The renowned Göttingen neu- robiologist called for a rethink in schools and companies, based Hüther instead advocates the principle of "Supportive Leadership": on insights from brain research. Hüther had been invited by PFH "A manager should uncover and nurture employees' potential." students who had participated in the coaching project with the Hüther has already supported the implementation of such a leader- Integrierte Gesamtschule (IGS) Bovenden in 2013. Management ship style in numerous companies with his "Cultural Transformation" student Marius Winkler was in charge of organising the talk. As initiative, such as Heidelberger Druckmaschinen, Eckes-Granini- well as students and lecturers from the PFH, the event was also Deutschland and dm-drogerie markt. attended by the leaders of the project and many teachers from the IGS. Finally, Hüther turns his focus to the coaching project with the IGS. "Pupils can learn many things from talking to their student mentors "What you learn between the ages of three and five stays with you that will stay with them for the long term. This is because peer your whole life. But that's when you were sent to school," said students, who are only a few years older than the pupils, can more Hüther, explaining the start of a dilemma that continues from pri- easily develop positively charged emotional attachments with them mary school right into working life. A person's brain, he explained, than, say, teachers or parents. This project is thus a good example is especially capable of developing to its full potential if they are of Supportive Leadership," the brain researcher explained. Following intrinsically motivated to figure things out for themselves and learn the talk, the speaker and everyone involved in the coaching project and act autonomously. With a view to long-term educational and shared their experiences to date with one another in a small group professional success, he sees traditional, teacher-centred methods (see page 49).

Prof. Dr. Gerald Hüther passed on tips for successful coaching to the small group of students involved in the project with the IGS Bovenden following his talk. Stade Has its Say Management Students survey Residents on Behalf of City Council

The City of Stade's Economic Development Board wanted to find out how its residents view and rate their city. That is why its Head, Thomas Friedrichs, commissioned five students from the PFH Business Administration programme at Campus Stade to carry out a survey. Felix Hartmann, Viola Koschnick, Marcel Kristkowitz, Annkatrin Oldenburg and Marie Sadrowski came up with extensive data on the Hanseatic city.

To obtain this data, they undertook a citizen survey, the findings of which they presented at the PFH at the end of October. In the run-up to the survey, the five students sent 4,000 questionnaires to randomly selected residents of the city, of which 1,010 were returned.

The survey obtained the following findings, such as on the issue of shopping: The closure of the Hertie department store has clearly left a painful void; this was criticised by many. Those questioned also called for a greater variety of goods on offer and standard shop opening times. On the issue of restaurants, bars, etc. 25 to 44-year-olds in particular, as well as residents of the Haddorf and Hagen neighbourhoods found what was available to be inadequate. By contrast, many were positive in their assessment of the range of cultural and leisure activities and events on offer. The issues of the safety and image of the city were also included in the survey. For instance, people over 45 and long-established residents felt safety to be rather poor. Some considered the volunteer patrol "Citizens on Duty" to be needed. Many Stade residents also felt improvements were required in terms of cleanliness and image. apartments, the bad reputation of the multicultural "Altländer Vier- With regards to complex infrastructure and parks, the majority were tel" neighbourhood and the risk of developing a negative image positive in their assessment of the link to the A26 motorway and the as a "retirement city." S-Bahn. On the other hand, there was widespread dissatisfaction when it came to parking facilities. The students' suggestions for improvement ranged from a campaign to fill apprenticeships to supporting young people looking Based on their findings, the students developed a SWOT analysis of for somewhere to live, as well as promoting unrestricted shopping the Hanseatic city and suggested improvements. These strengths facilities. In addition, they proposed an image campaign which included the broad spectrum of tourist activities, the old town, the would focus on different issues each month, from "Stade loves harbour with its maritime ambience and a strong local economy. Water" to "Stade thinks Sustainability." "Furthermore, the students Weaknesses, on the other hand, included high rents for smaller recommended a Stade app and having a presence on Facebook.

Presenting the survey findings (above, from left to right): Marcel Kristkowitz, Ann- kathrin Oldenburg, Viola Koschnick, Marie Sadrowski and Felix Hartmann. 48 | Management

Ten Days of Business and Culture Management Students travel to China

To experience for themselves how German companies work in the "Middle Kingdom" – that was the aim of the trip to China undertaken by ten Management students from October 21st to 31st. 2013. They were accompanied by Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH. Before setting off, however, there was a load of organisation and planning that needed to be taken care of: from flights, to accommodation, to coordinating meetings with the companies. Most of this was taken care of by the students themselves, with Riekhof there in support.

And so the flight took off from Hamburg, via Helsinki to Shang- hai. One meeting followed another, such as with Mahr Hand Measuring Instruments in Suzhou, Schaeffler Greater China in Taicang and in Gaggenau's showrooms in Shanghai. On October 25th, the group from Göttingen finally visited the AHK – The Delegations of German Industry and Commerce in China. General Manager Christoph Angerbauer provided an exciting overview of the economic situation in China and was on hand for all of the students' questions afterwards.

A further flight brought the ten students and their professor to Beijing on October 26th. Then it was time for the sightseeing schedule, with a tour of the Forbidden City, continuing the following day with a visit to the Great Wall and the Ming Dynasty tombs. Then, starting from Monday, this was followed by business meetings, also in Beijing, with Rexroth, ottobock and Audi. During their visit to the car manufacturer, the group took a tour of the Digital Showroom – the second of its kind opened after London and before Berlin. The discussion with Bernhard Zand, SPIEGEL's Beijing correspondent, also proved particularly informative. He offered fascinating insight into the work of a journalist in a country in which press freedom cannot be measured by Western standards. The final meeting eventually took place at Deutsche Bank, before returning to Germany on October 31st. "The trip succeeded in providing a very close insight into the general economic, political and cultural conditions currently prevailing in China," concluded Riekhof. A shared Christmas party, as seen here at the end of December 2012, is an es- Management | 49 tablished part of the coaching project programme. | During the fourth edition of the project, PFH students Florian Held, Marius Winkler, Lukas Frohnert and Hans Christian Oerke (back row from left) visited the Heidepark in Soltau together with IGS pupils in June 2013.

New Edition, New Rules Students coach pupils from IGS Bovenden

The social project with Integrierte Gesamtschule Bovenden (IGS) However, greater importance and practice should be given to has entered no less than its fifth round. In this project, nine Ma- pursuing a set goal with energy and determination. nagement students from the PFH coach eleven Year 7 pupils. A first meeting took place on November 12th, so that the pupils and That is why, before the first meeting with the pupils, the students students could get to know each other and agree on their shared discussed intensively what activities are appropriate to the new activities and aims. objectives. Should they build a wooden boat together? Should they study a play or a musical? Should they bake cakes and sell them Previously, each mentor was individually responsible for one pupil, for a good cause? Or should they train for a running event? The established a relationship with that pupil, supported him or her students agreed that the shared activities should be less consume- and took part in shared activities in their free time such as going rist than in the past and instead provide stronger encouragement to the cinema or cooking. What is new this time around is that for creativity in the areas of crafts, art, music or sport. "The crucial the students and pupils organise themselves into groups and also point will be stirring the pupils' intrinsic motivation," says Riekhof. spend time with one another as a group. "Also new is an obligatory And, Ahrens concludes: "For us, as the supervising professors, it is meeting once a week, to give a greater sense of commitment to the important that our students take a look at the world around them, whole thing," says Prof. Dr. Hans-Christian Riekhof, who supervises are open to the lives of other people and reflect on themselves." the project along with Prof. Dr. Joachim Ahrens and Head Teacher Dagmar Detleff-Rohmann. Also, there is a stronger focus now on setting shared goals and trying to keep to these. "Of course, the aim is still for the pupils and students to have fun," says Riekhof. 50 | Management

Internship ZF Drivetech Co., Ltd. Suzhou, People's Republic of China

Dennis Kaspar 3rd Semester

Marketing Analysis for School Bus Gearboxes in China

Two hours north-west of Shanghai by car, or twenty minutes by internship, I could even give taxi drivers simple descriptions of high-speed train, lies Suzhou – a city with over a million inhabi- where I wanted to go. tants that nobody knows and home to people from may countries due to its big industrial park. This is reflected, for example, in a As well as everyday office activities, my responsibilities as an huge variety of international restaurants and delicacies. And Suz- intern mainly involved a market analysis for gearboxes used in hou continues its strong growth, since the Chinese government's school buses. The issue of safety was a top priority, since there tax breaks are attracting an ever increasing number of foreign are sadly countless serious accidents involving school buses companies. every year in China. The project work was harder than I thought, and intercultural teamwork was sometimes a challenge. However, In between companies like Bosch, L´Oreal or Panasonic is one it all turned out well in the end. The analysis was completed of the 22 branches of ZF Group Friedrichshafen. It is responsible successfully, and might hopefully ensure somewhat increased for marketing and selling gearboxes for tour, school and service safety for Chinese schoolchildren in future. buses on the Chinese market. The working atmosphere in the open plan office is pleasant, even though most Chinese people are Overall, my time on the Asian continent was an invaluable experi- reserved towards strangers. Although English is the official working ence and one which I would definitely hope to repeat some time. language in the office, it is not always used. This meant that my Getting to know a foreign culture, unfamiliar culinary delights knowledge of Chinese from my course came in very useful. This and lots of new people certainly broadened my horizons. I would was even more so the case when travelling by taxi or shopping. recommend an internship in China to anyone who is perhaps The marked difference in dialects sometimes made understanding hesitant to make the decision or still has reservations. people impossible anyway, and the sentences that I struggled to string together were not always correctly understood. But, as they say, practice makes perfect, and so around the end of my Management | 51

Internship C5 Communications London, United Kingdom

Teresa Jacobi (right in photo) 3rd Semester

International Marketing and Event Management

With no guarantee of an internship and only one interview date, my not always easy, since Germans usually ended conversations journey took me to London. The day of the interview, in English of rudely and abruptly. course, was nervewracking. Whether I would be able to complete my internship in London or would have to book the next flight The conferences were a refreshing change from the daily office back to Germany depended on the success of the interview. To routine. The C5 team needed the active support of its band of my great relief, the outcome of the interview was positive, and on interns for every event. Each client is welcomed individually, given the following Monday it was time to start. a name badge and programme for the day and guided through the premises. During breaks and in the evenings, there was the C5 Communications organises business conferences all over the opportunity to have interesting conversations with representatives world. The company's main office is in London, from where a of major companies from all over the world. young, international team plans and organises around 90 events each year, with up to 1,000 delegates from all over the world Outside working hours, London was perfect for excursions and taking part in each. Around 50 employees and interns of various sightseeing. I was able to make friends quickly with other interns, nationalities work at C5 in London. so my lunch breaks and free time were never boring. Obviously I could not miss out on a visit to the nearby university towns of My main responsibility during the internship in marketing was Oxford and Cambridge. On the trail of Rosamunde Pilcher, I dis- looking for sponsors. Depending on the theme of the event, I had to covered the south-western tip of England. Cornwall's wonderful select potential companies on the Internet, input them into the CRM cliffs lived up to their stereotype and were ideal for a hike. Overall, system and then contact them. Telephone calls to English-speaking the nine weeks in England were a great experience and contributed countries, and even to Germany, were a particular challenge. Due greatly to improving my English. to the different accents, it was very difficult to understand English people on the telephone. However, even calls to Germany were 52 | Management

Just a Normal Semester in the City that Never Sleeps Mirko Dismer: Semester abroad at Columbia University

"If you were looking for the best university and the most awe- inspiring city in the world, you found them. The next four months will change your life. Welcome to Columbia University," shouted the Dean of the New York university to the 80 or so overseas students from over 30 countries. In Havemeyer 309 – the lecture theatre that was used as a backdrop for blockbusters Spider-Man and Ghostbusters – he managed, with just a few words, to inspire great awe and massive excitement in anticipation of the time ahead. And, it would not be presumptuous to say that the majority of the visiting students would later have unreservedly signed the Dean's statement.

Four months followed that could fill books. The words "just another day" are out of the question in the city that never sleeps. Its people, who are also always awake, transform it into a seemingly never-ending adventure. In New York student life, normality seems to be working spontaneously for an evening as a model at the Fashion Week and listening in on a talk by a Nobel prizewinner the next morning. And it might be just as normal for global stars like rapper Macklemore to give private concerts on campus and US President Barack Obama to be invited as the guest speaker at your graduation ceremony. In the microcosms of New York City and Columbia, normality means diversity and vari- student discuss socio-psychological issues and bring together ety. Here, learning becomes an experience their own perspectives to form new approaches. Their professor, – and not just because it happens in a former FBI advisor, uses the results of their lateral thinking the facilities that are older than the United very next day. The fact that this professor welcomes the students States itself. The so-called magic of in the lecture via a screen in order to test whether they are ready Columbia University happens when to join the digital age comes as a surprise to some – for others, different outlooks, nationalities and it is just another day. fields of study meet. Is (student) life better in New York? That remains a matter of It happens when an American physicist, a Chi- opinion. It is a different life and yes, four months at Columbia nese literary scholar and a German business did change my life.

Mirko Dismer in front of the Columbia University library and in front of the skyline of Manhattan. Management | 53

Studying and Tear Gas in Istanbul Stephanie Arndt: Semester abroad at Aydin University

Aydin University in Istanbul has been a partner university of the PFH since 2012. The first PFH students have now completed a semester abroad at the Turkish private university, including Stephanie Arndt, a Master's student in General Management at the PFH Berlin Campus.

My Erasmus semester at Aydin University in Istanbul began in the summer of 2013, of all times, just as the eyes of the world were on the protests in Gezi Park. But let's start at the beginning: The first challenge was to find suitable accommodation in Istanbul. A few of my fellow Erasmus students had experienced a few nasty surprises in this regard. That is why the right strategy was to get a hostel only once I was there and then view the apartments myself. I eventually decided on a lovely place in the central neighbourhood of Beyoglu, which I moved into with a fellow student. It was only five minutes' walk from the main shopping street Istiklal Cad, Taksim Square and Gezi Park. The programme at Aydin University offered a broad choice of content, with many classes in English. The course material and the exams were very manageable. Besides management seminars, the university had courses recommended for Erasmus students on the programme, such as on Turkish language and culture or the history of Istanbul. However, the Turkish metropolis does not merely look back on a rich history, but also has an endless choice of leisure activities. Many places on both the European and Asian sides are worth a trip and offer breath-taking views of the Bosphorus and the city. of tear gas was omnipresent. Yet the solidarity of the people of It is cheap to go out in the evenings. And no need to be afraid of Istanbul was impressive. Kiosk owners were continually protesting the street food: I would absolutely recommend tavuklu pilav (rice at the side of the street, along with residents who sprayed water with hazelnuts and chicken) in particular. or milk in the demonstrators' eyes to ease the pain from the tear gas. In spite of everything, there was no need to feel unsafe as a The main topic of conversation amongst Erasmus and Turkish foreigner, and we were largely kept out of the conflict. students, however, was the protests in the city centre. My Turkish In conclusion, then: five months fellow students and friends often took part in the demonstrations. in Istanbul was a wonderful The apartment windows often remained closed because the smell and unique time!

Tip from Stephanie Arndt for free time: travel by ferry over the Bosphorus and enjoy the view from Camlica Hill on the Asian side of Istanbul.

Management | 55

2013 Graduates General Management Programme Master of Science degree

The following students successfully completed their studies: Gerrit Becker, Suska Vicky Berger, Alexandra Brandenburg, Ste- fan Brinkhoff, Tobias Fischer, Lisa Sophia Frank, Peter Gerke, Alexander Goertz, Sami Hamhoum, Daniel Hartmann, Robin Heerich, Johannes Heppe, Thorsten Jacobi, Lars Frederik Jaensch, Martin Hinrich Knaack, Maud Le Voyer Rojas, Jörn Lönnecker, Thies Julius Lorenzen, Kristof Martin, Maximilian Metzner, Jannis Michael, Fabien Pierson, Jörg Hendrik Reimer, Christoph Ruehs, Wolf-Wilhelm Rüter, Christina Schrader, Christoff Schwartz, Jan Semmerling, Maximilian Senholdt, Andrea Nicola Simon, Lars Timmermann, Mattias Weltken, Lino Lucien Werner, Frederik Wurr. 56 | Management

An Exceptional Year Göttingen campus bids farewell to Bachelor's graduates

Studies successfully completed: 31 graduates of the campus's earned the award mainly due to their revival of AIESEC activities General Management and Business Administration programmes in Göttingen. received their Bachelor of Science certificates at the graduation ceremony on October 18th 2013. "You've made quite an impression on me," said Prof. Dr. Frank Albe, opening his farewell speech. For the year group distinguis- Top of the class with an average mark of 1.18 was Lisa Janneke hed itself through exceptional creativity, reflected, for example, in Dostmann, whom Prof. Dr. Frank Albe honoured with the "Best of their own design for an internship fair, but also in the varied and the Year" award. A further distinction for students is traditionally unusual subjects of their Bachelor's dissertations – from pricing the Corporate Behaviour Award for students who have made an to football. He talked about how he had watched individuals' exemplary contribution to university life and its development. personal development within the year group with great interest. That prize was shared this year by Lutz Geil and the student "These three years of personal development are also surely ob- group consisting of Marco Alexander Bühren, Anton Ha, Jana vious to your friends and relatives," said Albe. The PFH vice- Otto, Aron Stürmer and Florens von der Decken. The latter group president also commented on the subject of business schools: Management | 57

The characteristic feature and main advantage of private univer- The 17 young men and 14 women who graduated achieved an sities, he said, was they way in which they develop students' average mark of 2.09, the best result ever achieved by a PFH social responsibility and commercial, innovation and networking year group. Seven of the graduates had chosen the European skills, rather than churning out graduates by cramming in lots of Union, 21 Asia-Pacific and three Eastern Europe as their inter- knowledge as quickly as possible. "Due to its small size, the PFH national specialisation within their studies. The most popular is ideally suited to forming lifelong friendships and maintaining industrial specialisation was Entrepreneurship, with 21 students. dialogue even after graduation," said Albe. Other industrial specialisations were Industrial Management and Tourism, Travel Management, functional specialisations The graduates' speech was then given by Lisa Janneke Dost- were Accounting/Controlling, International Marketing and Sales mann, winner of the "Best of the Year" award. In her speech, she Management. thanked parents, professors and the examinations office for their support and commitment during the programme. She particu- As always, the sheer numbers describing the year group are larly praised the university's open-door policy and stressed her impressive: 573 viva examinations, 991 regular examinations positive experience of the sense of community within the year and 85 repeats were completed. Professors had a total of 160 group. "The PFH has been a constant over the last three years term assignments to correct and 14 so-called make-it-or-leave that will continue to have an impact for a long time to come" exams ("Todprüfungen").

Prof. Dr. Frank Albe congratulates best in the year Lisa Janneke Dostmann. | Lutz Geil (centre) was one of the Corporate Behaviour Award winners. | Prof. Dr. Antje-Britta Mörstedt was delighted for her students | Aron Stürmer, Jana Otto, Florens von der Decken, Anton Ha and Marco Bühren (from left to right) were jointly honoured with the Corporate Behaviour Award for their involvement with AIESEC. | Prof. Dr. Michael Heinlein, with Franziska (left.) and Katharina Wölbern on either side. 58 | Management

2013 Graduates Business Administration and General Management programmes Bachelor of Science degree

The following students successfully completed their studies: Stephanie Katharina Arndt, Jan Brinkmann, Nina Brinkmann, Marco Alexander Bühren, Julian Burczyk, Nikolas Dirks, Mirko Dismer, Lisa Janneke Dostmann, Martin Uwe Fingerle, Nils Fitzner, Thilo Franzke, Philipp Gais, Lutz Geil, Greta-Frederike Graf, Anton Ha, Niklas Hackstein, Mandy Heymann, Robin Shanti Hogrefe, Marvin Krieter, Tabea Küster, Maria Lung, Martin Oberreuther, Jana Otto, Tobias Rommel, Martin Sallmon, Dietlind Marie Seifert, Alexander Sorg, Felix Hubertus Stähler, Aron Stürmer, Florens von der Decken, Anna-Manon von Hertell, Friederike Anna Elisabeth von Zepelin, Sarah Winkler, Sascha Woge, Julius Wohlmeiner, Franziska Wally Wölbern, Katharina Maria Wölbern. Healthcare Technology 60 | Healthcare Technology

Full Lecture Theatres at the Centre for Healthcare Technology Developments in the Area of Healthcare Technology

Healthcare Technology, the newest area in the PFH campus pro- with career prospects in the growing medical and orthopaedic gramme, continues to successfully further develop all the time. technology industry. The core aim of the course is to ensure This applies to both the course itself and its networking within students are able to supply patients independently with modern the orthopaedics industry. orthoses and prostheses. It is the only Bachelor's programme of its type in Germany. The 26 first-semester students who chose Fully booked: the third year of the Bachelor's programme in Or- this course bring very varied qualifications with them. Some of thobionics started in Winter Semester 2013/14 at full capacity. the 13 women and 13 men have come to the PFH directly after Student numbers have increased rapidly in the two years since the their Abitur. Others previously completed vocational training in programme started: from nine in the first year, to 20 in the second, orthopaedic technology or medical training. Some of the stu- to 26 new students now in the third year. "That means every place dents aspire to take over their parents' orthopaedic technology is taken. Unfortunately, we even had to put off some applicants businesses in the future, while others view Orthobionics as a until next year," said course coordinator Dr. Nadine Hugill. The hands-on alternative to studying medicine. Katharina Riedel is interdisciplinary programme combines medical, biomechanical, one of the group's trained orthopaedic technicians. She even won engineering and business studies content, providing graduates the national award for excellent results in her final apprenticeship

26 young people started in the third intake of the Orthobionics Bachelor's programme. | Right (from top to bottom): The management board of the BIV visited the Centre for Healthcare Technology for a business meeting | Markus Hildebrandt and Sarah Ernst. | International guests also visited the Centre for Healthcare Technology, in the form of members of the ISPO. Healthcare Technology | 61

examination. "What fascinates me in particular about the Ortho- Team strengthened by new Colleagues bionics programme is the combination of theoretical and practical In order to provide optimal support for the three year groups now content. And, there is no other program with the same intensive studying there, the PFH has expanded the team at the Centre for medical training in orthopaedic technology," says the 25-year- Healthcare Technology with two new colleagues. In July 2013, old. Michael Jost from Munich also had a personal motivation Markus Hildebrandt thus started work as a Lecturer in Orthotics. The 33-year-old studied at Gießen Technical University and is a Graduate Engineer (University of Applied Sciences) in Orthopae- dic and Rehabilitation Technology. He completed his Master's at the Federal Academy of Orthopaedic Technology (BUFA). Most recently, he worked as an engineer at the Clinical Testing Laboratory for Orthotics at the Technical Orthopaedics and Rehabilitation Clinic in Münster. Sarah Ernst came to the Centre for Healthcare Technology for the start of term in October 2013. The 28-year-old with a business qualification in the health industry works here in administration and organises secretary's office.

Strengthening the Industry Network The PFH has extensive connections within the orthopaedic technology industry for its Healthcare Technology field. This cooperation network has been developed further in 2013. "We succeeded in getting further companies on board to support the Orthobionics programme," says Hugill. Following successful discussions, the companies Freedom Innovations, Endolite and mediwere added to the university's current partners ottobock, össur, Streifeneder and Bauerfeind. The companies provide products for practical lessons and are intensively involved in the practical arrangement of the Orthotics and Prosthetics courses, with product presentations or workshops. For example, together with companies from the orthopaedic technology industry, the PFH organised hands-on training with products from various manufacturers in the Centre for Healthcare Technology workshop. This provided students with valuable insights into fitting patients in the real-world (cf. p.68). Business meetings were also held with the programme's training partners. On April 17th and 22nd, the management board of the Federal Trade Guild Association for Orthopaedic Technology (BIV), along with its Training Officer, Chantalle Bechthold, visited the Centre for Healthcare Technology.

The outcome of the discussions was that the BIV and the university wished to intensify their cooperation, in order to put the training network idea even more strongly into practice. Finally, on for choosing the course. He wears a prosthetic lower leg and November 6th, Sepp Heim and Dan Blocka from Canada visited the was active in Paralympic sport for a long time. "I am interested Centre for Healthcare Technology as senior representatives of the in product management in orthotics and prosthetics, as well as International Society for Prosthetics and Orthotics (ISPO). They providing directly to patients. In future, I would like to work in the were once again impressed by the growth of the Centre's team and international sector of the industry," explains Jost. the quality of the education. 62 | Healthcare Technology

Prosthetics in Practice Visits to Streifeneder and ottobock

Out of the Centre for Healthcare Technology and into Companies easier for orthopaedic technicians to determine simple movement On May 27th and 28th, students from the first two year groups visited parameters. The students then took part in a workshop in the Streifeneder ortho.production GmbH in Emmering, an owner-ope- subject of "Plastics in Orthopaedic Technology." This illustrated rated medium-sized orthopaedics company. Streifeneder has been the properties of the different types of plastics, their use and how developing and selling a broad range of orthopaedic technology they are manufactured. Afterwards, the guests were given a chance products there for 85 years. As well as structural and functional to manufacture sheet materials in the new training workshop. The components for building prostheses, the company manufactures students appeared thrilled by the flexible material and the range orthoses and bandages. Its range also includes consumable ma- of colourful designs during the production of hand orthoses and terials, textiles, machines and instruments. shafts. At the end of the trip, the training staff gave students ad- ditional tips for their future studies and careers. The students were welcomed by Sales Manager Peter Neupert and Peter Kraft, Head of the Streifeneder Academy. Following a tour of There was a second visit on December 13th to Otto Bock HealthCare the company premises, there was a presentation of products from GmbH in Duderstadt, who had invited third-year Orthobionics the Prosthetics division. Employees provided an explanation of students. On the agenda was a company presentation, including the CPI foot components and the Kinegen Line series knee joint information on career opportunities with the global orthopaedic systems. Then, it was off to Munich's nearby countryside by bus technology market leader. After a tour of the company premises, the to visit the Ayinger private brewery. There, the students were given Prosthetics division (upper and lower limbs) informed the students an insight into beer brewing, including a tasting and a Bavarian about its work. During the closing discussion, the students had the buffet. On the second day, Streifeneder told the group about Pro opportunity to bring up any remaining questions with the people Vision, its video-based walking analysis system, which makes it in charge from ottobock.

Judith Suarez, a Graduate Orthopaedic Master Technician in Streifeneder's training team, gives Orthobionics students Miriam-Ruth Albe and Daniela Wedeking tips while producing a colourful arm orthosis. | Dominik Rudolph, Orthopaedic Mas- ter Technician in Streifeneder's training team, and Mario Koppe, a 5th semester Orthobionics student, deep draw a shaft together using the company's innovative and stylish plastics.

64 | Healthcare Technology

Patient Contact, Workshop & Product Management Orthobionics Students out and about in Industry as Interns

Susanne Müller Daniela Wedeking Internship at Streifeneder, Munich Internship at o.r.t., Göttingen

"Between semesters, I completed an internship at the orthopaedic "Since I wanted to gain more experience in the workshop, I decided workshop of Streifeneder in Munich. There, I had the opportunity to complete an internship at o.r.t. On my first day, I immediately to make use of both theoretical and practical aspects of my stu- had a pair of arm orthoses placed in my hands with the inst- dies and gain new experience. For instance, I helped amongst ruction to regrind them and fit fasteners onto them. Later, I was other things with the production of prepreg orthoses, sewed an allowed to attend the fitting of a C-Leg. It was very interesting orthopaedic corset and I was also able to assist in modelling to see someone other than a demo patient who could use the casts. Streifeneder also owns a new training centre in which features of the C-Leg. I also learned a lot of practical tips during further training seminars and courses are held. I therefore had the production of the final shaft. After the first week, I was then the opportunity to take part in a materials training seminar during assigned more tasks. I was allowed to model, deep draw, cast, my internship. A positive highlight was the fact that I came into grind plaster and perform fittings – not on practice pieces but on contact with some patients while I was out in the field fitting or real ones for customers. I had another exciting experience out in delivering the orthotic devices, giving me an even better impres- the field in the area of child rehabilitation. Here, I travelled around sion of day-to-day working life. My responsibilities in the field for a week in and around Göttingen, delivering or adapting seat included, amongst other things, taking measurements at relevant pans, adjusting therapy chairs and fitting orthoses. This gave points for later fitting of devices or producing plaster casts. All in me an idea of the many different conditions and needs, as well all, I look back on an instructive and exciting time in an innovative as therapy options. This also provided contact with the families, and open company." care services and physiotherapists. o.r.t. has provided me with a comprehensive insight." Healthcare Technology | 65

The workshop in the Centre for Healthcare Technology can be as well equipped and the seminars as interesting as you like – but the most important thing for students is practical experience. That is why three Orthobionics used their time during the summer without lectures to complete internships, in very different areas: in orthopaedic technology workshops, in order to further develop manual skills and learn how to engage with patients, but also in product management – proving how varied the occupational fields are after the programme. And one student even took up the opportunity to visit the company Freedom Innovations during his holidays.

Christina Frese Felix Neumann Internship at Bauerfeind AG, Zeulenroda Visit to Freedom Innovations, Irvine, California/USA

"In order to gain insight into the healthcare industry, I decided to "During my stay in California, I had the opportunity to visit the accept an internship in product management at Bauerfeind AG, company headquarters of Freedom Innovations in Irvine. From even though I am normally more interested in the medical disci- there, Freedom Innovations manages its entire strategic and ope- plines. I would describe my time there as varied, informative and rative planning. In addition, this is where the company does its also lots of fun. In particular, the friendliness and helpfulness of research and development. During the first hour of my visit, I the staff, and the way that I was quickly integrated into the team had the opportunity to get to know a lot of important figures, made a positive impression on me. In the course of my internship, such as CEO Maynard Carkhuff. The last stop on my tour was the I noticed time and again how what I had learned to date benefited Research and Development division. Here, I was allowed to sit in me even though I have only studied for two semesters, whether in on final testing of a new prosthesis and its associated software. A product training, dealing with customers or leafing through brochu- test patient who had been testing the prosthesis for the previous res. Although the medical disciplines are increasingly appealing three months was invited for a retesting of the system and for a to me, I managed to obtain a good insight into the industry, and check-up. After a few tests and conversations in person with the I believe it will be very useful to know about the operations both patient, the whole development team was celebrating a successful in the office and in the laboratory. Above all, it brought me closer new product. Particularly worth mentioning in relation to my visit to the Business Studies subjects that make up 25 percent of the were the sharing of information and the interest of my American modules we have to complete. Overall, I can only recommend colleagues in the Orthobionics programme. All in all a successful obtaining a taste of different areas to anyone. day, which not only gave me insight into a great company, but lots of interesting conversations and new contacts. 66 | Healthcare Technology

Technical Orthopaedics Research Cluster Prof. Dr. Frank Braatz opens first researcher meeting

In order to develop and expand its Healthcare Technology area, The invitation was taken up by research groups from across the the PFH managed to obtain the services of one of the leading whole country: the Göttingen University Medical Centre, Depart- specialists in Technical Orthopaedics in Prof. Dr. med. Frank Braatz, ment of Neurorehabilitation Engineering with Prof. Dr. Dario Farina who is in charge of Medical Orthobionics at the university. In July and Hubertus Rehbaum, the MHH Orthopaedic Hospital in the An- 2013, Braatz opened the first researcher meeting of the "Research nastift Hospital, Hannover with Dr. Kiriakos Daniilidis and Dr. Frank Clusters Technical Orthopaedics." The invitation was extended on Seehaus, Heidelberg University Hospital with Merkur Alimusaj and behalf of the Research Promotion section of the Technical Orthopa- Dr. Sebastian Wolf, Central Hessen Technical University (Biome- edics Association (VTO) and the Technical Orthopaedics Advisory dical Technology programme) with Prof. Dr. Jörg Subke, Münster Board. The conference took place in the PFH Centre for Healthcare University Hospital, Technical Orthopaedics Department/ Clinical Technology in Göttingen. Testing Laboratory for Orthotics with Dr. Stefan Schüling and the Fraunhof Institute of Production Engineering and Automation IPA The aims of the meeting were to start integrating the relevant re- Stuttgart (Florian Blab). The presence of Bernd Wünschmann as search in this area both nationally and internationally and to promote a guest meant that the orthopaedic technology industry's most interdisciplinary exchange between doctors, neuroscientists and important professional journal, OT, the voice of the Trade Guild other adjoining technical disciplines. Furthermore, the group aims Association for Orthopaedic Technology (BIV), was represented. to extend its activities in future and communicate and publish the relevant findings of its research more strongly, in order to tie its The next meeting of the "Research Cluster Technical Orthopaedics" research more closely to the practice of specialist orthopaedic is already being prepared. It will take place during the industry's technology companies, amongst other things. largest trade fair worldwide, OT World in Leipzig 2014.

Start of cooperation: The first meeting of the Research Cluster Technical Orthopaedics with Prof. Dr. med. Frank Braatz (6th from left). Healthcare Technology | 67

Around the World with Healthcare Technology Professors on International Missions

In many countries worldwide, the academisation of training in Orthopaedic Technology is already further advanced than in Ger- many. A fundamental aim of the university is the timely international networking of Healthcare Technology, which is still a new area at the PFH. Based on many years of cooperation and a memorandum of understanding, a partnership has now been established with the Sirindhorn School of Prothetics and Orthotics at the Medical School of the Siriraj Hospital at the Mahidol University in Bang- kok, Thailand. The Sirindhorn School has offered the international Bachelor of Prosthetics & Orthotics since 2010, and is developing into one of the leading P&O Schools in the South East Asia region. During visits by Prof. Dr. med. Frank Braatz to Thailand and the corresponding return visit by the Thai delegation to the Centre for Healthcare Technology in Göttingen, the dialogue partners discussed numerous approaches to cooperation.

ISPO 2013 World Congress, Hyderabad, India Inclusion, Participation & Empowerment was the theme of the ISPO2013 World Congress, which took place from February 4th to 7th in Hyderabad, India. 1,800 participants took up the invitation by the International Society for Prosthetics and Orthotics (IPSO), in order to find out about new developments in the total of 121 sessions with symposia, presentations, discussions and demonstrations, or to be amazed by the latest products in orthopaedic technology in the exhibition with over 100 exhibitors. Prof. Dr. Siegmar Blumentritt, Professor of Biomechanics at the PFH, gave a talk at the congress orthopaedics, exchange ideas and discuss future scenarios. Over on the subject of "Prosthetic Alignment:" "Biomechanical Basics 200 companies bustled around the accompanying exhibition to and Clinical Approach for Lower Limb Prostheses." demonstrate their specialist products and services. PFH Profes- sor Dr. med. Frank Braatz who, as one of the global experts also O&P World Congress, Orlando, Florida gave the outline presentation on this subject, was responsible for It was the largest world orthotics and prosthetics congress in the chairing and organising this year's German Day in the "Modern USA – hosted by the AOPA American Orthotic & Prothetic Asso- Prosthetics" session. ciation from September 18th to 21st in Orlando, Florida. More than 2,500 participants from 43 countries took part in order to find out about new developments in orthopaedic technology and technical

Prof. Dr. Frank Braatz (left) and Prof. Dr. Siegmar Blumentritt (right) with the delegation from the Sirindhorn School of Prothetics and Orthotics. | Prof. Dr. Siegmar Blumentritt at the ISPO 2013 World Congress. 68 | Healthcare Technology

Experiencing Hi-tech Prosthetic components workshop at the Centre for Healthcare Technology

A workshop for Orthobionics students in their fourth semester, on the subject of modern prosthetic components, took place from July 15th to 19th 2013 at the PFH Centre for Healthcare Techno- logy. There, leading companies from the orthopaedic technology industry – ottobock, Össur and Freedom Innovations – presented their highly complex, microprocessor-controlled knee joint components, thus offering students the chance to familiarise themselves with these modern restorations.

Experienced orthopaedic master technicians Till Blickwede (Ös- sur), Christian Rüger (ottobock) and Felix Brinkmann (Freedom Innovations) set up the workshops in a very practical format. After an explanation of each relevant knee joint, the students fitted these During the discussion that followed, the students were able to to the patients, who had very kindly volunteered themselves, in ask questions and were given a few tips on restoration by the the Centre for Healthcare Technology workshop, with help from technicians from our industry partners to take away with them. the master technician. There then followed a motion analysis, "When designing such workshops, it is particularly important to document walking behaviour with these modern prosthetic for us to integrate innovative products from various manufac- restorations. "It is important for students to familiarise themselves turers into the programme and to familiarise students with the at an early stage with modern restoration options, understand how particular features of the different components. We are therefore they work and experience their benefits, but also their limitations," grateful to the technicians from the companies for designing explained Lutz Jenckel, Orthopaedic Master Technician for the this workshop," added Dr. Nadine Hugill, coordinator of the Field of Prosthetics at the Centre for Healthcare Technology. Orthobionics programme.

Thede Preiser fitting the C-Leg knee joint. | Christian Rüger (ottobock, left) explains the design of the C-Leg knee joint. | The students with demo patient, the PFH OT master technicians and Felix Brinkmann (right) following the "Freedom Innovations" day | Walking analysis with the demo patient. Technology Farewell and Welcome Graduation and welcoming ceremonies in Stade Town Hall

Some coming, the others going: On October 11th, the PFH Private programme with the CFRP Campus Engineering Award. Frank University of Applied Sciences Göttingen bid farewell to 22 gra- Tipke from the Volksbank Stade-Cuxhaven presented him with duates of its Composites Bachelor's programme and twelve en- the award of EUR 500. Rambow simultaneously received the gineers who completed the part-time CFRP Master's programme the PFH "Best of the Year" prize. Welcoming addresses were in Stade City Hall. As per tradition, the university simultaneously given by Silvia Nieber, the Mayor of the Hanseatic city, and Dr. welcomed the 36 freshers for 2013. PFH President Prof. Dr. Bernt Frank Schernikau, Chairman of Karl Meyer AG. The so-called R. A. Sierke handed out the degree certificates in the Hanseatic Bachelor's (i.e. graduates') speech was given by Lisa Banz und city's historic guildhall. "With over 250 graduates in the two Gregor Baumbach. CFRP programmes, the PFH is making an important contribution to providing the next generation of CFRP engineering graduates," Practical Focus and best Career Prospects he commented. Niklas Rambow, who achieved an average grade The PFH runs its technological courses at its Stade campus, right of 1.56, was honoured as the top graduate of the Bachelor's beside the CFK Valley Stade e.V. network of expertise. The university Silvia Nieber, Mayor of the Hanseatic City of Stade, welcomed the graduates and Technology | 71 freshers. | Prof. Dr. Bernt R. A. Sierke and Peggy Repenning congratulate Niklas Rambow on coming top of the year. | Dr. Frank Schernikau, Chairman of Karl Meyer AG. | The graduates were visibly delighted at successfully completing their studies. | Gregor Baumbach and Lisa Banz.gave the graduates' speech.

opened its new building there in 2008, equipped with state of the art laboratories and lecture theatres. Small study groups provide an excellent staff-student ratio and help to ensure individual support from professors and lecturers. It is not only special engineering expertise that is taught here, but also business knowledge that teaches our graduates important management skills.

Both the Bachelor's and Master's Composites programmes guarantee the maximum possible real-world relevance. Anyone who takes the Master's programme in Stade can already boast a year of professional experience, studying while they work. Their new knowledge can thus flow immediately into their professional practice. Also integrated into the Bachelor's programme is a and are at the heart of modern lightweight constructions. They are voluntary training programme as a Skilled Rubber and Plastics particularly robust and resistant to corrosion, while being lighter Engineering Process Technician (IHK) that students complete than steel or aluminium. Growth of more than ten percent per on site with a partner company. annum is predicted for the CFRP sector, and demand from the relevant branches of industry for trained specialists is growing There is urgent demand for engineers who are experts in key ever stronger. "In this respect, our graduates have excellent career CFRP technology, both now and in the future. For CFRP and other prospects," said Sierke. carbon fibre structures are considered the materials of the future 72 | Technology

2013 Graduates Composites Programme Bachelor of Engineering and Master of Science

Composites Programme | Bachelor of Engineering Judith Anlauf, Lisa Banz, Gregor Baumbach, Kathrin Buck, Peter Friedemann, Jan Grunenberg, Mona Hoffmann, Björn Jüttner, Jan Chris- toph Kölln, Inga Lottmann, Lukas Meis, Jana Müller, Julian Müller, Hendrik Post, Niklas Rambow, Hauke Schultz, Michael Steinbrück, Björn Stephan, Matthias Uellendahl, Max Waller, Sebastian Wicher, Saskia Winkler.

Composites Programme | Master of Science Tom-Hendrik Braun, Kai Bußmann, Evgeni Dobrasch, Marcus Feige, Tobias Fislage, Robert Hoffmann, Marc Hoffmeister, André Jung, Jan Lohmann, Dmitrij Sabrekov, Chris Ternent, André Tiedemann. Greater Use of CFRP in Space Travel Richard Degenhardt undertakes research at NASA

Dr. Richard Degenhardt (Dr.-Ing.), PFH Professor of Composite Materials Stability, completed a research semester at NASA. During his stay in the USA at NASA Langley Research Center in Hamp- ton, Virginia, Degenhardt looked at the materials and structures currently used in space travel.

In particular, the semester research semester served to intensify cooperation between NASA and the European DESICOS project. As part of DESICOS (www.desicos.eu), which is coordinated by Degenhardt, twelve partners have joined forces with the aim of developing new dimensioning guidelines that enable better exploitation of the load capacity offered by CFRP (carbon fibre reinforced plastic).

The predominant structures to date in space craft construction have been made on metal, although experts predict that the use of CFRP could reduce weight by up to 20 percent. "NASA has already been working on the same problem for six years with a 30-million-Dollar budget, but taking a different approach. What could be more obvious, then, than trying to approach the solution together?" says Degenhardt, describing the motivation for his stay.

An important component of DESICOS in this context is one of the PFH's contributions to the project: the database developed by PFH staff member Saullo Castro for the experiment results that all of the project partners use. Besides the PFH, these are the renowned institutions, universities and companies ASTRIUM SAS, ASTRIUM GmbH, German Centre for Air and Space Travel (DLR), GRIPHUS, Technical University Delft, Leibniz University or production in relation to CFRP materials. Moreover, initial Hannover, Politecnico di Milano, Riga Technical University, RWTH joint publications by PFH, NASA and the DLR have already also Aachen, Technion and the CRC-ACS – Cooperative Research been produced. Centre for Advanced Composite Structures. Beyond this specific project, Degenhardt used his time in the USA to strengthen his contacts to numerous other organisations involved in research

Carried out research in the USA on the use of CFRP in space craft construction: Prof. Dr.-Ing. Richard Degenhardt. 74 | Technology

Airbus and PFH extend Cooperation Agreement Continuation of successful cooperation in teaching and research

On July 3rd, Airbus and the PFH set the course for their continued in Stade. "We are very excited about continuing to promote fun- strategic alliance at the Stade campus with an extensive coopera- damental research and teaching with this endowed professorship." tion agreement. The aircraft manufacturer and the university have been working together in training students in the area of carbon The PFH offers Composites engineering programmes with Ba- fibre reinforced plastics (CFRP) since 2006. In addition to coope- chelor of Engineering and Master of Science degrees at its Stade rating in designing programme content, Airbus also finances an campus, in immediate proximity to the Airbus site. The Bachelor's endowed professorship. programme can be combined with a voluntary training programme as a Skilled Rubber and Plastics Engineering Process Technician, "From our perspective at Airbus, strategic alliances with higher specialising in fibre composite technology. Airbus supports the education institutions and universities have proven successful for PFH with the practical part of the programmes and also runs decades. They enable us to inspire the next generation of science the technical training programme. "The continued cooperation and technology experts to take up a career in the aviation industry," with Airbus, one of our most important partners, and hence the said Dr. Thomas Ehm, HR Managing Director and Labour Relations extension of the endowed professorship set the trend for the further Manager of Airbus in Germany. "As well as our internal research expansion of the PFH and the Stade campus." and development, we rely on cooperation with external partners in many areas." An outstanding network on the subject of CFRP has emerged in Stade," said Dr. Jens Walla, Head of the Airbus site

Dr. Jens Walla, Head of the Airbus site in Stade, and Prof. Bernt R. A. Sierke, President of the PFH Private University of Applied Sciences Göttingen, sign the cooperation agreement. Technology | 75

Automated Production in Focus 7th International CFK-Valley Stade Convention

The CFK-Valley Stade Convention was held for no less than the seventh time from June 11th to 12th under this year's motto "Latest Innovations in CFRP Technology." Around 360 international experts were there to find out about trends and developments in CFRP. The focus was particularly on the topics of automated production and cost-efficient development of CFRP structures. The conference was accompanied by a trade exhibition, at which around 40 companies presented the CFRP related products and services. The PFH was also represented with its own information stand.

Prof. Axel Herrmann, Chairman of the Board of CFK-Valley Stade e. V. and managing Director of CTC GmbH, a wholly owned subsidiary of Airbus, opened the conference. Keynote speaker Dr. Amer Affan from Affan Innovative Structures LLC in the United Arab Emirates then gave a presentation on the varied design pos- sibilities for CFRP in the construction industry, covering various sectors and with an international dimension. Some 30 speakers, talking for 25 minutes each, demonstrated the fact that CFRP is increasingly becoming the obvious choice for use in other sectors and branches of industry outside air and space travel.

Composite Innovations Award The first day of the congress concluded with the 2013 Composite Innovations Awards. The prize – a scholarship worth EUR 18,000 for the part-time Composites Master's programme at the PFH – is awarded each year for outstanding CFRP projects and project ideas. This year's prizewinners were Dr. Gregor Graßl and Dr. Matthias Ott from the Fraunhof Institute of Production Enginee- ring and Applied Materials Research (IFAM), Oliver Bottler from Airtech Europe Sarl, in addition to Epurex Films GmbH & Co. KG. The project "FlexPLAS® release film – Release agent free manufacture of FRP components" received an award. The award sponsors – CFK- Valley Stade e. V., Hanseatic City of Stade and PFH – are aiming to use it to promote development and innovation in the target area of CFRP. CFK-Valley Stade e. V. is additionally involved at the university with the financing of a special endowed professorship, held by Prof. Richard Degenhardt.

The prizewinners and sponsors of the Composite Innovations Award 2013 (from left to right): Prof. Axel Herrmann (CFK-Valley e.V.), Thomas Friedrichs (Hanseatic City of Stade), Oliver Bottler (Airtech Europe Sarl), Dr. Gregor Graßl (Fraunhof IFAM), Dr. Matthias Ott (Fraunhof IFAM) and Prof. Wilm F. Unckenbold (PFH). 76 | Technology

Testing Laboratory and Expert Exchange Research and Development at Stade campus

Set-up of a testing laboratory: The original aim of the research PFH Technology Meeting and EFRE Project project led by Dr. Wilm F. Unckenbold, Professor of Fibre Com- Prof. Sérgio Frascino Müller de Almeida from the renowned posite Technology at the PFH Stade campus was to obtain a Instituto Tecnológico de Aeronáutica (ITA) in Brazil was a guest deeper understanding of hybrid structures under thermomech- at the Stade campus as part of a PFH Technology Meeting in nanical stress. July. The ITA is the leading aviation university in Brazil. More than 9,000 prospective students apply each year for the 100 Creating an extremely elaborate mathematical model for calcu- places at the university. Müller de Almeida spoke on the subject lating the distribution of tension in a bonded joint under ther- of" Use of lamination parameters in the optimization of aeronau- momechnanical stress is one of the procedures used for this. tical composite structures" in front of students and an audience Alongside this, in future, tests will also increasingly be conducted of CFRP industry professionals. Following this, Prof. Richard under realistic conditions in teaching, in order to increase stu- Degenhardt (PFH) discussed various possible future projects dents' awareness of the complex relationships in the design of with the Brazilian guest that the ITA and the PFH would like to hybrid structures. To conduct these tests, the PFH was able, with jointly launch. There were further new findings in the research the help of third-party financing, to kit out its testing laboratory project "Development of a new design concept for imperfection- superbly with the following instruments: a climate test cham- sensitive hybrid structures made of fibre-composite material." ber, the ARAMIS 3D 5M Measuring System, a servo-hydraulic For example, in this EFRE-funded project, PFH staff member Dr. testing system, a four-axis servo-pneumatic testing system and Mariano A. Arbelo from Argentina developed new insights on the the rheometer. The equipment creates the essential conditions design of hybrid structures, designed corresponding structures for intensifying application initiated fundamental research at the and manufactured and tested them in cooperation with Riga PFH in future. Technical University.

Prof. Wilm F. Unckenbold in the testing laboratory. | Prof. Richard Degenhardt (PFH) and Prof.Sérgio Frascino Müller de Almeida from the Instituto Tecnológico de Aeronáutica, Brazil. Technology | 77

Podium Finish for PFH Students Stade CFRP students third in international flying competition

The "Spirit of St.ade" team, made up of seven students and gra- The payload carried in proportion to the weight of the aeroplane duates from the Stade campus of the PFH, achieved a podium itself – known as its payload factor – was a decisive criterion for position once again at the "Heavy Lift Challenge 2013", a model the evaluation. The Stade team's model aeroplane was the second flying contest in the English city of York. Following their victory lightest in the competition at 1,270 grams, and can carry a payload in 2012, they had to settle for third place out of 18 participating of 3.15 times its own weight. By comparison: conventional passen- teams this time around. ger aircraft carry a payload of around 1.4 times their own weight.

Preparation lasted around six months, more than 2,300 hours of The team's partners and sponsors played a major role in its success work went into building the aeroplane. The fundamental concept in the competition, above all PFH trustee company Airbus, which was established in a preliminary study, from which the design with also employs five members of the team. "We have experienced the construction from the blueprints was derived. The students great support from Airbus, both through sponsoring and through then constructed the model on this basis and completed a test the training workshop, or a network of colleagues in relation to flight programme. matters of production. We enjoyed the freedom in the university's institute buildings and laboratories needed in order to build the Payload as a success factor: factor of 3.15 possible aeroplane. As a network of expertise, CFK-Valley Stade e. V. provi- In this year's Challenge, the aeroplanes completed two evaluation ded the basis for building contacts with other companies with ex- flights, in which the model had to fly initially without carrying pertise in CFRP," says Julian Müller of their cooperation. Premium any weight, and then with up to four kilogrammes. The wingspan Aerotec provided materials for devices and electronics, Oracover of the aeroplanes is restricted to a maximum of two metres, the lightweight foil constructions and molly-shop.de provided laser- combustion engines are uniformly regimented at 6.5 cm³. cut balsa timber ribs.

The "Spirit of St.ade" team at the "Heavy Lift-Challenge" 2013. From left to right: Back: Thomas Seren, David Holdt, Tina Jörn, Max Waller, Julian Müller and front: Christian Bade, Jan Christoph Kölln. 78 | Technology

Internship ABEC, Beijing | ASRI, Xi’an People's Republic of China

Katharina Hoidis | Markus Busse 7th Semester

Work Experience in China

Two students from Stade embarked on an adventure and went to trasts between tradition and modernity. For example, there are China from March to May 2013 to complete their main internship cosmopolitan cities such as Hong Kong and Shanghai, with the there during their sixth semester: Katharina Hoidis and Markus tallest skyscrapers in the world, trendy restaurants and shopping Busse malls. A few kilometres outside the city limits, along concrete jungles that reveal themselves to be residential neighbourhoods, Katharina Hoidis was involved in optimising the production process farmers could be seen working their fields in poor conditions. The of the A350XWB, particularly the ATL process for the control sur- positive thing to highlight about the Chinese was their enormous faces, at the ABEC (Airbus Beijing Engineering Center) in Beijing. hospitality and politeness. In addition, everyone seems to be united The subject required prior knowledge and experience of CFRP in their love of food, hardly a day goes by without an abundant manufacturing processes and of composite materials design. "The meal with friends – which may very well include duck's feet or sea course and technical training, as well as practical experience at cucumber. As well as their great pride in their own culture, there Airbus, prepared me very well," the student says. is great interest in visitors from the West. Both interns' blonde hair in particular caused quite a stir, which made them a favourite for Markus Busse spent his internship at the ASRI (Aircraft Strength Chinese people to have their photos taken with. Overall, many Research Institute) in the south-western city of Xi'an. His subject things were impressive due to their sheer size: the inexpensive was the analysis of impact-damaged composite material structures public transport network, the variety of goods on offer at the mar- for the Chinese aviation sector. "During my internship, I gained kets and the masses of people producing a colourful chaos. The extensive experience on the behaviour of composite material smog and sandstorms in the cities, the unusually long working structures, particularly during exposure to impacts, as well as the day of more than ten hours, as well as comparatively modest practical application of non-destructive testing procedures such living conditions did not diminish the positive impression of the as ultrasound and thermal imaging," he reported. Both students two students by any means. got to know China as a country of contradictions, with great con- Technology | 79

Internship CRC-ACS Port Melbourne, Australia

Hauke Holsten 7th Semester

CFRP Cylinders and Koalas

Hauke Holsten completed his main internship, organised by Pro- many people, mainly backpackers. "That was great for finding my fessor Degenhardt at the CRC-ACS – Cooperative Research Centre bearings and dealing with housekeeping matters like shopping for Advanced Composite Structures in Port Melbourne, one of the and a bank account," he says. After four weeks, he moved into world's leading companies conducting non-commercial research his own apartment. projects in the area of fibre composite materials. CRC-ACS is involved in the research, design, development and manufacturing In just his second week, the Formula 1 Grand Prix took place. "I had of prototypes; the internship took place mainly in Design and never been particularly interested in it, but as a CFRP student, you Research on the project 2.3 – DESICOS (New Robust DESign are obviously interested in how the cars are built," says Holsten, Guidelines for Imperfection Sensitive COmposite Launcher Struc- explaining his attendance. By the end, he was quite enthusiastic tures). There, he investigated dent simulations on CFRP cylinders and, since then, is almost a Formula 1 fan. In addition, he often and the effect of multiple combined imperfections. took part in street parties and festivals that were held right in the city centre with no entry fee. On the whole, there was a very His stay in Australia lasted a total of 14 weeks, starting on March sociable atmosphere amongst the people and it was very friendly. 4th 2013. When he set off from Germany, it was minus 10°C – in At the end of his stay, he visited his girlfriend, with whom he took Australia, it was a good 40°C. "Along with jetlag and the fact a few trips through the state of Victoria. For example, they toured that the sun moves anti-clockwise in the sky, that was quite an through the Mornington Peninsula wine-producing areas, hiked adjustment," according to Holsten. Due to its coastal location, through the old growth forest in the Grampians mountain range, Melbourne is a city where the wind always blows. It is very Western drove along the Great Ocean Road and observed penguins mig- and could almost pass as European. Outside the city, however, rating on Phillip Island. "I was particularly impressed by the old one becomes aware how different Germany is by nature. The at- growth forest, the wild koalas, wallabies, kangaroos and penguins," mosphere in Melbourne was really friendly right from the start.The Holsten concludes. student spent the first few weeks in a hostel, where he got to know 80 | Technology

Nought to a Hundred in Four Seconds Stade CFRP students in Formula Student project team

Formula Student is an international race series run by the Society many night shifts. It made us very proud to then see the finished of Automotive Engineers, which has been around for over 25 years. car driving in the race. The student teams from different universities build a one-seater racing car and compete in it against teams from all over the world. What are the particular features and capabilities of the car? In the competition, it is not just about having the fastest car. The "egn13" is only TU Hamburg-Harburg's second car. Both Rather, the team wins with the best overall package consisting of are electric cars, so they enthral with the quiet purr rather than construction, performance and financial and sales planning. One the smell of petrol. This also corresponds to the current stage project team under the direction of Hamburg-Harburg Technical of development in modern car construction. We have achieved University (TU) with a total of 51 members also had six PFH great strides in our development compared to last year in relation students from the Composites Bachelor's programme working on to ergonomics, lightweight construction and driving dynamics. the "egn13" racing car. Airbus and Dow in particular sponsored The key figures: 272 kg,115 HP, 1150 Nm, 0 to100 km/h in four the Stade project group. Team member Katharina Hoidis tells us seconds. all about it:

What exactly was the task of the Stade project group? What was the time-frame of the project We were responsible for the design and construction of all com- and what was the outcome? posite parts. In particular, this concerned the battery box and the The teams had exactly one year for the development, construction, outer shell of the racing car. The aim was to save as much weight production of the individual parts and assembly. We started the as possible. We managed to make the "egn13" 50 kilogrammes development in August 2012. There were different project groups, lighter than its predecessor. such as for the chassis, the battery box or the CFRP parts. The main event took place from July 30th to August 4th 2013 in Hocken- What was the particular attraction of this project? heim. We had to qualify for this in January. We had We are all united by our interest in technology, innovation and minor electronics problems during the com- racing. It was great fun seeing the car grow. We had invested a petition, but still managed a mid-table lot of hard work and effort, particularly in our free time and on finish despite this.

The Stade project team with the "egn13" racing car (from left to right): Michael Steinbrück, Constantin Bäns, Christopher Gardel, Robert Jarczyk, Katharina Hoidis, Enzo Stegel. Distance Learning & Further Education 82 | Distance Learning & Further Education

New Target Groups and Programmes Partnerships set the path towards growth.

With its Business Studies programme, and five further programmes Numerous regulations on recognition of qualifications ensure that in Psychology/Business Psychology also expected to start in April even people without an Abitur can study at the PFH, or that their 2014, distance learning is one of the most important elements in distance learning course can be shortened. the overall range of the PFH. Accredited and under Development Psychology The Management programme includes the four tried and tested The range of courses in Psychology/Business Psychology is Business Studies programmes. These either finish at undergradua- similarly differentiated. Bachelor's programmes in Psychology te level with a Bachelor's degree, or are done on top of an existing and in Business Psychology are aimed at people without any business or economics degree as postgraduate study, and finish previous academic background in these subjects. The correspon- accordingly with a Master's. Finally, the MBA is aimed at acade- ding Master's programmes are open to graduates of the relevant mics who have completed a non-business/economic degree and Bachelor or Diplom programme. Anyone who has already success- now wish to acquire business administration knowledge in their fully completed their studies in another subject can apply for the PFH distance learning programme. Master's in Applied Psychology for Business.

Prof. Bernt R. A. Sierke (PFH), Jürgen Kleine-Wilde (WA Pfalz) and Roland Strasser (IGBCE) signing the agreement.. | Partnership: Roland Strasser (IGBCE), PFH Presi- dent Sierke, Gunther Kollmuß (IGBCE), Prof. Antje-Britta Mörstedt (PFH) and Jürgen Kleine-Wilde (WA Pfalz). | New Professors for the PFH Psychology distance learning programme. Dr. Stephan Weibelzahl and Dr. Martina Ruhmland. Distance Learning & Further Education | 83

and students can sit their tests and examinations. Even distance learning students from abroad do not necessarily have to gather at the main PFH campus for every exam. Through partnerships with the Goethe Institutes, the option exists to sit examinations directly in the relevant country.

Partnership with Trade Union in the South West Another pioneering cooperation agreement for distance learning was signed by PFH President Prof. Bernt R. A. Sierke along with Roland Strasser, District Manager, and Gunther Kollmuß, Secretary of the Union for the Mining, Chemicals and Energy industries (IG BCE) in November 2013 in Ludwigshafen. Against the backdrop of the increasing importance of part-time qualification opportunities, they agreed to coordinated and goal-oriented cooperation. The PFH and the IG BCE will now initially share information and their experiences. "The aim is to further remove barriers between school and university education. For years, we have been strong advocates and promoters of the principle of open universities that pave the way to lifelong learning at an academic level even for people without formal university admission. Developing this further All programmes have already been successfully accredited, the with such a strong partner in the Ludwigshafen is very promising," staff and lecture pool is currently under development. The PFH commented Sierke. had already succeeded in gaining the leading publishing house for academic psychology texts as a strategic partner the previous Distribution Cooperation with Tchibo year, in the form of Verlagsgruppe Hogrefe. The PFH entered into a renewed distribution partnership with Tchibo in the autumn of 2013. Flyers were put up in more than Incidentally, the university is taking into consideration, in the area 700 stores nationwide referring to the PFH's Business Studies of psychology, even in the run-up to its opening, its experience programmes and the PFH Professional School distance learning that psychology programmes often have a high drop out rate, certificates. Moreover, there were several email newsletters with a since students start the programme with false expectations. That reach of millions, informing existing Tchibo customers about our is why it is offering the four-day course "Psychology – The Right current special conditions. Anyone who registers for a programme Choice?" via the PFH Professional School. The aim of the course starting in January or April 2014 receives a ten percent discount is to provide participants with a content overview of the subjects on their applicable price for the programme or course. "Tchibo Psychology and Business Psychology, as well as the scientific offers a strong distribution network with its stores and has an methods and subsequent career fields, so that their studies are online platform with one of the strongest reaches in Germany. purposeful and successful. This infrastructure guarantees optimal reachability of our target groups. Its customers are known for seeking out products that offer With eleven distance learning centres, the PFH is now represented outstanding value for money and high quality. That is why Tchibo nationwide. A twelfth, near Vienna in Austria, is under develop- is an excellent partner for us. This allows us to pick up people ment. In addition to campuses in Göttingen, Berlin and Stade, the where they are in order to give them impetus to gain further qua- cities of Dortmund, Erfurt, Ha- lifications through lifelong learning," says PFH President Sierke, nover, Heidelberg, Ludwigs- explaining the initiative. hafen, Lübeck, Munich and Ratingen/Düsseldorf have service points at which in- class teaching takes place 84 | Distance Learning & Further Education

Distance Learning Centre No. 11 in Lübeck PFH in cooperation with Grone-Bildungszentren Schleswig-Holstein GmbH

The PFH opened its new distance learning centre in Lübeck on March 12th, now the eleventh of its kind. This has been made possible through cooperation with Grone-Bildungszentren Schleswig- Holstein GmbH educational centres, which will run the distance learning centre on its premises in the Hanseatic city. This means that, with immediate effect, all advice and support services in relation to the distance learning courses offered by the PFH for the region will be available in Lübeck. In addition, information evenings, in-class teaching and examinations will be held in the new distance learning centre. It is located right in the heart of the Hanseatic city, in the immediate vicinity of Lübeck's vocational training centres, offering large, bright rooms with modern equipment. There is a direct link to the A1 motorway, and several bus lines depart in the direction of the distance learning centre from the central train station every few minutes.

Grone-Bildungszentren Schleswig-Holstein GmbH, which has been offering education, qualification and personnel services since 1981, is an educational partner of the PFH. They focus on business, social and healthcare careers, as well as gastronomy and tourism.

Contact for PFH Distance Grone educational centres are part of a group run by the non-profit Learning Centre Lübeck Grone School Foundation which, with its subsidiaries nationwide, is one of the oldest education providers in Germany. Grone was Birgit Hinrichs (Dipl.-Päd.) founded in 1895 in Hamburg and focusses on practicality, quality Head of Distance Learning Centre Lübeck and orientation to the needs of the job market. This makes Grone Educational Centre in Lübeck the ideal partner for the PFH, as c/o Grone-Bildungszentren the university's President Prof. Dr. Bernt R. A. Sierke explains: Schleswig-Holstein GmbH – non-profit – "These are also precisely the aspects that we, too, bring together in our business and economics distance learning programmes: Georg-Kerschensteiner-Straße 30 high applicability of course material to professional practice and 23554 Lübeck orientation towards companies' actual needs, while maintaining Tel. +49 [0]451 5040-405 the highest standards in quality."

[email protected] www.luebeck.pfh.de

From left to right: Birgit Hinrichs, Head of the Disance Learning Centre Lübeck, Prof. Dr. Antje-Britta Mörstedt, Head of PFH Distance Learning and Katrin Meyer, Managing Director of Grone for Schleswig- Holstein and Mecklenburg-Vorpommern, wish to further the PFH Distance Learning Centre in Lübeck and its surrounding areas. Lübeck

Stade/Hamburg

Berlin Hannover

PFH Distance Dortmund Göttingen Ratingen/Düsseldorf Learning Centres Erfurt

Ludwigshafen Distance Learning Centre Distance Learning Centre Heidelberg Berlin Hannover Pfalzburger Straße 43-44 c/o Leibniz-Akademie e.V. 10717 Berlin Berufsakademie, Verwaltungs- Tel. +49 [0]30 86008104-110 und Wirtschafts-Akademie Munich [email protected] Expo Plaza 11 | 30539 Hannover www.berlin.pfh.de Tel. +49 [0]511 95784-31 [email protected] www.hannover.pfh.de

Distance Learning Centre Distance Learning Centre Distance Learning Centre Dortmund Heidelberg Munich c/o Wallerath Consulting c/o Institut für Jugendmanagement c/o GBS Kreuzstraße 103 Stiftung gGmbH Schwanthalerstraße 51-55 44137 Dortmund Haberstraße 1 80336 Munich Tel. +49 [0]231 134115 69126 Heidelberg Tel. +49 [0]89 539805-60 [email protected] Tel. +49 [0]6221 3955685 [email protected] www.dortmund.pfh.de [email protected] www.muenchen.pfh.de www.heidelberg.pfh.de

Distance Learning Centre Distance Learning Centre Ludwigshafen Erfurt Distance Learning Centre c/o Wirtschaftsakademie Pfalz Ratingen/Düsseldorf c/o Gesellschaft für Wirtschafts- Staatlich anerkannte Ergänzungs- pädagogik und Personalentwick- c/o Lingua Solutions GmbH schule in freier Trägerschaft lung mbH Ernst-Dietrich-Platz 1 Turmstraße 8 Mittelhäuser Straße 76-79 40882 Ratingen 67059 Ludwigshafen/Rhein 99089 Erfurt Tel. +49 [0]2102 875690 Tel. +49 [0]621 68557-257 Tel. +49 [0]361 6461078 [email protected] [email protected] [email protected] www.ratingen-duesseldorf.pfh.de www.ludwigshafen.pfh.de www.erfurt.pfh.de

Distance Learning Centre Lübeck Distance Learning Centre Distance Learning Centre c/o Grone-Bildungszentren Göttingen Stade/Hamburg Schleswig-Holstein GmbH Weender Landstraße 3-7 Georg-Kerschensteiner-Straße 30 Airbus-Straße 6 37073 Göttingen 23554 Lübeck 21684 Stade Tel. +49 [0]551 54700-500 Tel. +49 [0]451 5040-405 Tel. +49 [0]4141 7967-0 [email protected] [email protected] [email protected] www.goettingen.pfh.de www.luebeck.pfh.de www.stade-hamburg.pfh.de 86 | Distance Learning & Further Education

Distance Learning Studies completed successfully PFH awards Diplom, Master's and first Bachelor's certificates

The PFH took its leave of 376 graduating students from its busi- possible through worldwide cooperation with Goethe Institutes ness and economics distance learning programmes in 2013. and other partners with whom written examinations can be sat. This large year group also included the first 21 graduates of the Hence this year's graduates were able to take master their studies Business Studies Bachelor's programme. The university handed in the USA, China or Namibia, and some current students have out the certificates in Göttingen on three dates in February, already even sat PFH exams in Cuba, Dubai and India. June and October. Many students took up these opportunities to celebrate their graduations together and travelled from all "However, it is not only the places where people study that impress over Germany to southern Lower Saxony for the occasion, some me every year, but also the strong performances of all of our even from abroad. distance learning graduates, often at the same time as working or raising children," says Morstedt. Diplom graduate Nicole Hülpüsch "The fact that more and more distance learning students are (née Klein) was delighted to finish top of her year in 2013. She completing part or all of their studies abroad is striking. This achieved the outstanding final mark of 1.20. Almost level with year, eight people have already successfully completed their her was Raphael Schmidt, who finished his studies with the top studies this way, encouraging others to pursue further education Master's result of the year and a mark of 1.34. Schmidt completed on a German language distance learning course despite working the "Advanced Management" programme while on parental leave, abroad," says Prof. Dr. Antje-Britta Mörstedt, Head of the Econo- as he explained at the graduation ceremony in October: "The op- mics distance learning area. The PFH makes studying in this way portunity to combine parental leave with studying was ideal for me. Distance Learning & Further Education | 87

After my Business Studies Diplom, I was specifically looking for percent each), Accounting/Auditing (16 percent) and Retail Ma- a Master's in Management and found it at the PFH. By choosing nagement (one percent). In terms of functional specialisations, 47 distance learning, I was able to take care of our child while my wife percent chose Marketing/Sales, 33 percent chose Controlling and completed the practical year of her veterinary training. Schmidt 20 percent chose Organisational/Human Resource Management. praised the distance learning team at the PFH for its expert advice and the fast response times of its support. Having completed his The largest group amongst graduates from Master's program- Master's, Schmidt is now embarking on his professional life: "I am mes is made up of those from the MBA programme. The three- currently in the middle of the applications process. I am interested semester programme is aimed at graduates from non-business/ primarily in the areas of HR Management, Education Management economic programmes. The Class of 2013 MBA graduates are and Controlling." On the very same morning before his graduation thus made up of an equally colourful assortment of Engineering ceremony, Schmidt, who studied at the Munich Distance Learning (7), Medicine (5), Social Science (3), Law and Sports Science Centre, had an interview near Göttingen. graduates and other professions. By contrast, the three-semester Master's programme in Advanced Management primarily appeals A Look at the Year Group in Numbers to Diplom graduates in business and economics, and the six- Of the 376 graduates, 283 received a Diplom certificate and 93 semester Master's programme in Business Studies to graduates completed Business Studies or Advanced Management Bachelor's of the Bachelor's programme in the same subject. and Master's degrees or a Master of Business Administration (MBA). On average, the students were 32 years old at the end of Farewell, but not Goodbye their studies, and 39 percent of them are women. The average final Although graduations mark a farewell, this does not need to be mark in 2013 was 2.30, thus slightly higher than the average from taken literally: Under the auspices of the alumni network "PFH all other year groups of 2.34. The industries and types of roles Alumni Club e. V.," former students of the university organise the graduates are aspiring to can also be seen from the areas of numerous shared activities bringing graduates together during specialisation they have chosen. On the Diplom programme, 38 their working lives. Especially for alumni of the distance learning percent of graduates chose to specialise in the Industrial Manage- programme, furthermore, the PFH has set up an online forum for ment sector, followed by Tourism and Sports Management (22 sharing experiences in the university's internal area.

Distance Learning & Further Education | 89

Further Education by the Modular System PFH Professional School now also offering Modules

Anyone who wants to meet the challenges of a flexible working months to work through, depending on the subject. ECTS points world nowadays not only needs a high level of professional qua- can also optionally be earned in the process, which can be added lification, but also has to constantly update their knowledge. This together and recognised by the PFH for a subsequent distance willingness to engage in lifelong learning is a major component learning course. of people's life and professional prospects. The PFH's mission includes opening up opportunity to avail of further education not The material for these further education modules comes from only for its students, but also to other people who want to learn. the PFH's regular Business Studies, Psychology and Business Those who are interested can do just this at the PFH Professional Psychology distance learning programmes. They cover subjects School of Management, Innovation & Technology. Its core mission from the areas of Business/Economics/Psychology Foundation is to provide further education to support people in their lifelong Knowledge, Health Management, General Management, Marketing learning. and PR, Mathematics/Statistics, HR Management, Psychology, Ac- counting and Controlling, Sport, Tourism and Event Management, New to the PFH Professional School's range of courses since Octo- Economics, Business IT, Business Psychology and Commercial ber are so-called Distance Studies Modules, i.e. further education Law. Those interested can find detailed information on course modules as an academic distance learning certificate. This range content, scope and prices under www.pfhps.de. of courses is suited to anyone seeking further education focusing on one subject or on several specific sub-areas. That is because they allow each customer to put together the material they want individually as in a modular system and study them independently in distance learning programmes. The further education modules are designed for professionals. Each module takes one to six 90 | Distance Learning & Further Education

participating in multiple courses on similar subjects with its new Certificate Programmes certificate programmes. Bundle Expertise In the area of Management, seven of these programmes lead Management & Technology Academy to certificates such as "Sales Manager" and "Office Manager," or to qualifications in the areas of Leadership, HR Management and Foundation Business Studies. Participants can complete the required seminars on four consecutive days, or spread over a As an academy for further education at the PFH Private University longer period. This is followed at the end by a final examination. of Applied Sciences, mtec-akademie covers with 72 different se- In future, mtec-akademie will structure its CFRP seminars into minars a thematically broad spectrum in the areas of Management four certificate programmes along the process chain. It will thus and Technology. Its course schedule for 2013 was filled with more offer its participants the opportunity to obtain not only individual than 300 classes. At the same time, mtec-akademie took off in the course certificates but also general certificates on composite area of Machining Technology. As a member of the “Machining applications, design, production and maintenance. The academy Innovations Network” it now offers nine modular further education has also considerably expanded its range of CFRP courses in the courses on metal cutting. There is also particularly strong demand process, with eight new courses including on "Building Composite for two courses on machining CFRP materials, thus combining two Metal Hybrids," "Repairing Composite Materials" and "Recycling of the mtec-akademie’s fields of expertise. The two hi-tech courses Carbon Fibres." are unrivalled nationwide, and ran four times in 2013 alone due to high demand. "Queries and suggestions from industry, both in Management and CFRP, led us to the new concept of certificate programmes. With Better Documentation of Knowledge: general qualifications, our seminar participants who usually attend Certificate Programmes from 2014 several courses in similar subjects anyway, can obtain better do- From 2014, mtec-akademie will be offering people interested in cumentation of their expertise – thereby obviously also improving further education the chance to obtain a general qualification for their career prospects," explains Managing Director Sandra Fernau.

The mtec-akademie team (from left to right): Stefan Orminski, Sandra Fernau, Kerstin Schäfer and Leif Wegner. Spectrum 92 | Spectrum

On Behalf of their Fellow Students Student representatives with a wide variety of responsibilities

A university should first and foremost impart knowledge on its ons or problems. They provide regular consultations in which their students. The fact that they also have a say in matters may be fellow students can express their concerns, and solutions to any surprising, however, but it is an important element in a university problems can be worked out. In addition, the student representa- constitution and in how the PFH views itself. tives, together with representatives from each semester, form the so-called Student Council. This council prepares relevant issues Once a year, PFH students elect their student representation, con- from students' perspectives for discussion once a semester with sisting of three people. Firstly, these people perform a variety of the university management. In short, the student representatives political duties on the various university committees. For example, are thus mediators between their fellow students and the PFH they represent students' interests on the Examinations Board and management in matters relating to student politics, organisation are involved in planning exam dates. They also participate in and programme content. meetings of the Senate and in the so-called Appointment's Com- mittee, which makes decisions regarding the filling of advertised And, last but not least, the student representatives are involved professorship vacancies. However, the three representatives are in extra-curricular projects and initiatives. Here, they advise the also active in student politics outside the PFH. Twice a year, one committees responsible for implementing the initiatives. These of them takes part as an assessor in the meeting of the Board of relate e.g. to sporting events or talks with high-calibre speakers. Trustees of the Göttingen Student Administration, allowing them The student representatives themselves organise "Santa's Charity to input the perspectives of PFH students. Secondly, the student Sale," the proceeds of which go to good causes. representatives act as points of contact for any unresolved questi-

In office since January 2013: student representatives Timo Hellmich, Vanessa Vogt and Nico Stobinski (from left to right). Sharing and Passing on Experience PFH Alumni Club e. V.

Since the first intake of students graduated in 1999, more than However, members of the network do not only help each other, but 2,500 students have successfully completed their studies at the also support current PFH students e.g. in mentoring programmes PFH. The central platform for exchange after university is the "PFH and field projects, or through targeted support for young entrepre- Alumni Club e. V.," founded by graduates of the university in 2007. neurs. Alumni can also support young company founders via the PFH Centre for Entrepreneurship. Members of the club organise their own activities in the three chapters, Management, Technology and Distance Learning. Since The Alumni Club already has numerous events planned for 2014, 2013, in addition, those who are interested can find a drop-in such as a Homecoming Meeting in the first quarter and regional centre right in the university for any questions relating to alumni Graduate Meetings which, as well as sharing experience, should work. University staff member Vanessa Engelhardt has been the also include trips or company visits. All former students are invited point of contact for this area since February. She ensures good to suggest further events and, of course, to get actively involved information flow between graduates, coordinates events and is through membership of the club. responsible for the planned Alumni Newsletter. The core idea of the Alumni Club is to support graduates of the university in their professional lives and benefit from the experience of others. The close contact with the university also helps former students in the club to look beyond the confines of their own companies and acquire up-to-date practical knowledge.

Chairman of the PFH Alumni Club e. V.: Prof. Dr. Julian Voss, Tel. +49 (0)551 54700-902, [email protected] | General contact for Alumni work: Vanessa Engelhardt, Tel. +49 (0)551 54700-145, [email protected]. 94 | Spectrum

Coffee To Go in Togo Former student Markus Weber cycles to West Africa

For six years after his Management studies, former PFH student Markus Weber oversaw IT transformations as a Management Consultant at Pricewaterhouse Coopers. Then, Weber traded his business lifestyle in for an adventure for a year. In July 2012, he got on his bike. OnMay 10th 2013, after cycling 14,037 kilometres, he reached the West African country of Togo. At his destination, Weber accomplished an unusual mission that he had set himself: to drink a coffee to go in Togo!

"In terms of taste", he reported, "it wasn't worth the journey, though. Like almost everywhere in West Africa, people in Togo overwhel- mingly drink instant coffee – with lots of sweetened condensed milk." Despite this slight let-down, the journey by bicycle was an unforgettable experience for Weber. Starting in his home town in the Black Forest, he had chosen a long route that should have actually taken him across Eastern Europe and the Middle East onto the African continent. However, due to the civil war in Syria, Weber departed from the planned route in Greece and, following stop-offs in Italy and Spain, eventually took the ferry from Gi- braltar to Morocco. From there, his route took him through the West African coastal countries to Togo, mostly by endless sand tracks. Only for a few adverse sections did Weber make use of motorised transport facilities. For the remainder of the journey, he was sat on his saddle. During the cycle tour, Weber enjoyed magnificent landscapes, freedom and hospitality, drank tea with village chiefs and formed friendships – but he also ran into some dangerous situations. He was pursued by wild dogs in Romania, fell ill with malaria in Senegal, was cursed in the Ivory Coast and had a car crash just in front of his front wheel in Ghana. Weber even managed to find parallels to working life: "Whether you are chairing a business meeting or surrounded by 50 children in an African village, in a certain sense it's the same: You have to assume the role of moderator and be able to communicate." Following his cycling tour, Weber also took on a new challenge professionally. He switched to the smaller IT Management Consultancy auticon in Berlin as a Project Manager. The company's distinctive feature – as an IT specialist, the company exclusively employs people with Asperger's syndrome, a form of autism. Really Big Cinema

The PFH-Team

100 | Committees and Official Bodies

Operating Company Gesellschaft für praxisbezogene Forschung und wissenschaftliche Lehre GmbH Chairman of the Supervisory Board Martin Löwer (Dipl.-Kfm. Dipl.-Hdl.) Deputy Chairman of the Supervisory Board Karin Dietz (Dipl.-Kfm.) Managing Director Werner Rose (Dipl.-Hdl.)

Executive Board President: Prof. Dr. Bernt R. A. Sierke Vice President Prof. Dr. Frank Albe, Prof. Dr.-Ing. Wilm F. Unckenbold

Honorary President Prof. Dr. Dr. h. c. Wolfgang Lücke

Spokesman for the Board of Trustees Henrik Homann (Dipl.-Kfm.)

Academic Advisory Board Prof. Dr. Axel Dreyer (Chair), Prof. Dr. Cornelius Frömmel, Prof. Dr.-Ing. Axel Herrmann

University Advisory Boards Technology Management: Harry Evers (Dipl.-Ing.), Managing Director of the Braunschweig Collaborative Centre for Transport (GZVB), Manfred Sperlich, Managing Director of innos – Sperlich GmbH (Chair)

SME Offensive: Heiko Stuarth Keilholz, Owner of HKS Group

Stade Campus: Dagmar Froelich, Chair of Stade Agency for Employment, Dieter Kanzel- meyer, Chair of the Board of Sparkasse Stade-Altes Land, Thomas Falk, Chief Executive of Stade Employer‘s Association, Elbe-Weser-Triangle e.V., Silvia Nieber, Mayor of the Hanseatic City of Stade, Jörg Orlemann, Chief Executive of IHK Stade, Michael Roesberg, Stade District Council

Patron of the German National Academic Foundation Prof. Dr. Rita Süssmuth

University Administration Benno Fleer Dipl.-Geogr. (Chancellor), Peggy Repenning Dipl.-Volksw.(Vice Chancellor)

Alumni Work Chairman of the PFH Alumni Club e. V.: Prof. Dr. Julian Voss

Student Representatives Timo Hellmich, Nico Stobinski, Vanessa Vogt [1] [2]

[3] [4]

[5] [1] Canoe tour: Sixth year students from the Composites Bachelor's programme upon finishing their project, with lecturer Dr. Dieter Marx (centre).

[2] Expo: The PFH was represented at the Expo Live in Kas- sel from 11. to 13. April, where it presented its Orthobio- nics programme.

[3] AIESEC: PFH students too are playing a crucial role in the international organisation run by students for students.

[4] Trips: On 22. November, 18 students from the General Management Master's programme undertook a company visit to Knauf, the global market leader in the areas of interior fittings, façades and flooring systems.

[5] China: Students gathered around Prof. Dr. Hans-Christian Riekhof in Audi's Digital Showroom in Beijing.

[6] Publisher visit: PFH students accompanied by Prof. Dr. Julian Voss (left) meet BILD Chief Editor Kai Diekmann (5th from right) at the Springer publishing house in Hamburg.

[7] Exchange: Discussions between students and company representatives during the Internship Fair.

[6] [7] [1] [2] [3]

[4] [5]

[6] [1-3] Profs@Turntables: PFH Professors Michael Heinlein, Joachim Ahrens, Hubert Schüle and Manfred P. Zilling DJed in the Irish Pub for a good cause.

[4] Whistle: PFH staff members fought bravely at the football tournament on 13. May

[5] Striking up a tune: The PFH band Pugees ensured a great atmosphere at the Bachelor's Ball on 18. October in Hotel Freigeist in Northeim.

[6] Bachelor's Ball: Full house – graduates and their guests celebrated successfully completing their studies.

[7] Animal guest: Peppa the dog was given two days' asylum at the university Communications Office.

[8] Opening: The University Communications team at the start of the "Good Reasons" campaign.

[7] [8] [7] Legal Notice | 103

Published by PFH Private University of Applied Sciences Göttingen Weender Landstr. 3-7, 37073 Göttingen Tel. +49 [0]551 54700-100 Fax +49 [0]551 54700-190 [email protected], www.pfh.de

Editorial Support We would like to thank the following students and graduates for their support: Stephanie Arndt, Stefan Brinkhoff, Markus Busse, Mirko Dismer, Christina Frese, Anton Ha, Neele Hartmann, Timo Hellmich, Katharina Hoidis, Hauke Holsten, Teresa Jacobi, Dennis Kaspar, Julian Müller, Susanne Müller, Felix Neu- mann, Jana Otto, Nico Stobinski, Vanessa Vogt, Markus Weber, Daniela Wedeking, Ma- rius Winkler.

Concept/Design/Editing PFH Private University of Applied Sciences Göttingen, University Communications

Photo Credits AIESEC, Göttingen Airbus Operations GmbH, Stade CFK-Valley Stade Convention GbR, Stade Peter Helfrich, Witzenhausen Michael Hensel Fotodesign, Stade Felix Jürgen Holland, Berlin IdeenExpo GmbH, Hannover innos-Sperlich GmbH, Göttingen Christian Isachsen, Kiel Annette Koroll Fotos, Berlin Torsten Kramer, Stade Otto Bock HealthCare GmbH, Duderstadt Manuel Pfeufer, Nörten-Hardenberg Alciro Theodoro da Silva, Göttingen www.fotolia.de: © drubig-photo, © Elnur, © bendesign.com, © Bernd Jürgens, © itestro, © styleuneed, © Anatolijs Laicā, © Noel Powell, © James Steidl, © James McGlade, © djama, © eskaylim, © ego450, © fotopak, © Stefan Körber, © mucft, © pixelrobot, © Sashkin, © seqoya, © xy

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Circulation 1st Edition Dec. 2013