Chair of Strategy and Marketing

Guest Lecture by Julian Pfitzner (Hapag-Lloyd Cruises)

The cruise industry is currently booming, especially due to the demand for luxury services.

The cruise travel industry is currently booming and the demand for luxury on board seems to be a driving force for growth. Yesterday, on March 25, we welcomed Mr. Julian Pfitzner from Hapag-Lloyd Cruises (Director Marketing and Product Management) in our Master Course "Luxury Brand Management“, who introduced the students to this industry. 

In his guest lecture, Mr. Pfitzner gave a brief overview of the cruise market and introduced his company. Using four examples, he explained to the students some special features of doing marketing in the context of an ultra-luxury brand. Finally, Mr. Pfilzner elaborated on what digitalization means for his company's business model and gave an outlook to the future trends and challenges.  

We thank Julian Pfitzner for his inspiring lecture and his contribution to the Luxury Brand Management Course.