Once again this summer term, students from the University of Bremen (on the ‘City and Regional Marketing’ course) and Bremen University of Applied Sciences (on the ‘Retail Management’ degree programme) have been working on the development of Bremen’s location and city marketing as part of an inter-institutional collaboration. Under the supervision of Dr Michael Schade (University of Bremen) and Prof. Dr Martin Holi (Bremen University of Applied Sciences), the students worked in mixed teams on topics at the interface of city marketing, tourism, location development and retail.

The food retailer LIDL commissioned a location and competitive analysis, whilst the students addressed a research question for Bremen Economic Development Agency (WFB) concerning the attractiveness of locations outside the tourist centre. For *Die Zwitschrift der Straße – Das Bremer Straßenmagazin*, the students developed approaches for further developing the business model. The wine retailer VivoLoVin had its brand positioning and B2C strategy scrutinised. The dodenhof shopping centre commissioned an analysis of measures to attract customers.

At the start of the project, a team-building workshop was held, led by Lisa Heindl from FreiRAUM@HSB, which helped the students get to know one another within the newly formed, cross-university teams. The final presentation to external guests took place at the Creative Hub in Bremen city centre, with the kind support of visionskultur.