December 2, 2021
On December 02, 2021, in the master class of Strategic Marketing, taught by our Prof. Dr. Waldemar Pfoertsch, a guest lecturer was invited. Ms. Tina Heinicke is the Head of Global Product eMarketing Home Care in the “BSH Home Appliances Group”, leading a team in Munich, Istanbul, and Singapore. Ms. Heinicke provided fresh insights from her current knowledge of direct e-Commerce marketing.
During the years 2008-2011, she worked as a Product Group Manager for the coffee filter in the “Melitta Group” (Melitta Group Management GmbH & Co. KG). In November 2011, she joined “BSH Home Appliances Group” (BSH Hausgeräte GmbH), working as a Product Marketing Manager for Indoor Cleaning. Until 2018, she has been working in this position, and then, from January 2019, she was promoted as Head of Global Product Marketing for HomeCare, which covers most of the B/S/H small convenience appliances.
During the presentation, Ms. Heinicke talked about the topic “Managing a profitable international eCommerce business in the consumer products industry”. She introduced first-hand insights about e-Content and its importance, the advantages, and disadvantages that the appliance of e-Commerce has on any business and more particularly on the marketing field.
She provided fundamental information on the product offerings of B/S/H Group and how revenues can be generated by online marketing. This was a very insightful lecture session, as Ms. Heinicke introduced examples from around the world and provided approved e-Commerce concepts, which accelerated the company’s position in cyberspace. It was a great pleasure having Ms. Tina Heinicke at Epoka University Business Master Program.
