Last week, the Marketing Center had the privilege of welcoming Florian Mair, Head of Amazon's Europe-wide fashion and apparel business and General Manager at the world-leading etailer, for not just one, but two engaging events. Florian Mair’s visit provided students with unique insights into Amazon's strategies that so strongly impact consumers as well as businesses on a global scale, the world of digital business as a whole, and invaluable career advice.

Event #1: A Dynamic Start with Bachelor Students

The first event featuring the Amazon executive was a lecture in the Bachelor of Business Administration Onboarding module "Willkommen zur BWL". A central part of the multifaceted module is a lecture series “Learning from (Industry) Leaders”, as part of which Florian Mair highlighted the importance of customer obsession as a focal force behind Amazon's success. Students were captivated by his explanations, but also his personal anecdotes and the fascinating insights he shared into the inner workings of Amazon. The interactive session also allowed students to pose questions, leading to a lively exchange on topics ranging from Amazon’s innovation strategies to the challenges of the fashion and apparel industry. MCM Professor Thorsten Hennig-Thurau, who served as host of the lecture, stressed that for the Marketing Center, Amazon plays a particular role, as the company unleashed the literally unlimited powers of marketing when taken seriously as a leadership concept.

Event #2: Fireside Chat: A Deep Dive for Master’s Students

Following the Bachelor lecture, Florian Mair participated in an exclusive fireside chat with Münster’s Master’s students at the historic Schloss Münster. Moderated by Prof. Hennig-Thurau, the discussion touched a large number of current topics, from the state of digital business via digital transformation to the use of generative AI, among other timely topics. Florian Mair also provided a look into Amazon's strategies, particularly in the apparel sector, and shared valuable personal career insights, including opportunities within Amazon.

During the visit, Florian Mair was interviewed by the MCM team, who asked him to share a motto that has guided his career. His response? "Go big or go home" – a statement that might encapsulate the mindset needed to succeed in a fast-paced, innovative environment like Amazon.

The guest lecture and fireside chat offered Münster’s students a rare opportunity to engage directly with a leader from one of the world’s most influential companies. They gained exclusive insights into Amazon's strategies, the importance of customercentricity (alias “customer obsession”, the Amazon verbiage), and the future of digital business. Florian Mair’s visit was not only inspiring but also provided students with a fresh perspective on navigating their own career paths in an ever-changing business landscape.

The Marketing Center Münster team sincerely thanks Florian Mair for his time and invaluable contributions to the academic and professional development of our students!