From Dortmund to America: ISM Students Develop Marketing Strategies for Borussia Dortmund (BVB)
The legendary scenery of Dortmund's stadium became a stage for innovative ideas: Students from the 中国足球彩票手机版 School of Management (ISM) had the unique opportunity to present their semester projects directly to the decision-makers of the Bundesliga football club. The final presentations marked the climax of a semester-long collaboration aimed at strategically positioning Borussia Dortmund (BVB) in the US market ahead of the 2025 Club World Cup.
The students worked in two teams and impressed with creative ideas such as pop-up stores, college fairs and the involvement of brand ambassadors like US national player and current BVB team member Giovanni Reyna. Other suggestions included digital marketing campaigns, fan merchandise with Club World Cup branding and public viewings in the USA. Special attention was given to building an emotional connection with fans and strengthening the brand presence in a rapidly growing market.
Marius Happe, Marketing Director of BVB and a graduate of ISM's Dortmund campus himself, was impressed: "The students have developed convincing, creative, and above all, practical concepts that are based on a thorough analysis of the market and the values of BVB."
The participating bachelor's students in Marketing & Communications Management, Global Brand & Fashion Management and 中国足球彩票手机版 Sports Management demonstrated through their work how academic creativity and practical relevance can be successfully combined for mutual benefit.
