Students of the YES program of Tsinghua University, School of Economics and Management, Peking - one of the most renown universities in China - spent a week in Germany visiting companies and immersing in international business by studying at WHU. This program was organized by Professor Stefan Spinler and the WHU Executive Education team around Dr. Rebecca Winkelmann and Linda Azar.
The Tsinghua University students of this year’s YES program took part in several lectures at WHU. On August 15th they participated in Professor Brexendorf’s lecture about “Brand management in family business”. The Tsinghua University students were introduced to how to build, sustain, and grow (family) brands. As part of this program, Dr. Nils Daecke, Corporate Vice President Digital Marketing at Henkel Beauty Care, gave deep insights into the building and sustaining of brands with digital marketing. He elaborated on how Henkel Beauty optimizes, transforms and disrupts business though digitalization.