Key Takeaways
- Format: Guest Lecture as part of the CBS Guest Lecture Series
- Speaker: Patrick Szen
- Position: Product Marketing at Samsung Germany
- Company: Samsung Germany
- Industry: Technology, Consumer Electronics and Home Appliances
- Topic Focus: Product Management, new product launches, marketing strategies and target group analysis
- Practical Example: Insights into product marketing and innovation processes at a global technology corporation
- Practical Relevance: The lecture demonstrates how real-world business perspectives are systematically integrated into CBS study programmes.
Learning from Companies in the Technology Industry
Practical insights from the business world are a core element of the study concept at CBS. As part of the CBS Guest Lecture Series, executives and experts from various industries regularly share their perspectives on current developments, business models and strategic challenges.
On 20 November 2025, Patrick Szen from Samsung Germany visited the CBS campus. As a CBS alumnus, he returned to give students insights into the product marketing of one of the world's leading technology companies.
With more than 200,000 employees worldwide and a broad portfolio spanning consumer electronics to home appliances, Samsung is one of the most influential technology companies in the world. In his lecture, Patrick Szen explained how a global technology corporation develops, positions and successfully launches its products on the market.
Product Marketing at Samsung: Strategy and Execution
The central focus of the lecture was product marketing at Samsung, particularly in the TV and audio segment.
Patrick Szen made clear that product management always requires striking a balance between detailed analysis and strategic perspective. Product managers analyse market and competitive data while simultaneously making long-term decisions regarding positioning, development and business success.
These kinds of insights are a core component of the CBS NXT GEN programme, which combines academic teaching with practice-oriented input from business and society.
For students, this made tangible just how complex managing products within a global technology corporation is — and which competencies are most in demand in today's economy.
New Product Launches
A further focus was placed on the structured processes behind the introduction of new products.
Product launches at Samsung follow clearly defined phases, which include:
- Market analysis and target group assessment
- Strategic product positioning
- Coordination of marketing and sales channels
- Continuous monitoring of market performance
These processes ensure that new products can be successfully launched and managed on a global scale.
Creative Marketing Strategies
Alongside analytical processes, creative marketing plays a central role.
Patrick Szen presented examples of current campaigns, including collaborations with Friedrich Liechtenstein as well as marketing activities in the context of Art Basel. These partnerships demonstrate how Samsung combines creative brand communication with technological innovation.
In the highly competitive consumer electronics market, a clear brand positioning is essential.
Innovation and Target Group Orientation
A key success factor for Samsung is the consistent alignment of innovation with specific target groups.
Technological innovation alone is not enough. Products must also be clearly tailored to the needs of different user groups. It is precisely this combination of technology, market understanding and strategic target group analysis that helps secure Samsung's long-term market position.
For students, the lecture illustrated how closely strategy, marketing and product development are intertwined.
Direct Exchange Between Business and Academia
Following the lecture, students had the opportunity to ask questions and discuss the challenges of product marketing and career paths in the technology industry directly with Patrick Szen.
The exchange demonstrated how valuable these formats are for the study experience. Students not only gain theoretical knowledge, but can engage directly with current real-world examples from international companies.
Real-world business experience integrated into the curriculum
The Samsung Guest Lecture is a strong example of the practice-oriented learning concept at CBS.
In our business programmes, the connection to real-world business practice is systematically embedded through:
- Business Projects addressing real strategic and operational challenges from partner companies
- Regular guest lectures by executives and industry experts
- Conventions providing space for interdisciplinary learning and practice-oriented leadership experiences
- Case studies and simulation games addressing typical business challenges
- Mandatory internships for applying academic knowledge in a corporate context
- Dual study formats with continuous integration into company structures
- A network of more than 1,300 partner companies across various industries
This structured integration enables students not only to analyze economic challenges but also to develop well-founded decisions under real market conditions.
With initiatives like this, CBS reinforces its commitment to closely linking business and academia and preparing students specifically for leadership roles in a globalized and sustainability-oriented economy.
Conclusion: Product Marketing in the Global Technology Market
The Guest Lecture by Patrick Szen gave students a comprehensive look into the world of product marketing at a global technology corporation.
The event illustrated how strategy, innovation and creative brand management work together to position products successfully on international markets.
For CBS students, the lecture was not only an inspiration, but also a valuable orientation for potential career paths in the technology industry.
Key Takeaways
- Format: Guest Lecture as part of the CBS Guest Lecture Series
- Speaker: Patrick Szen
- Position: Product Marketing at Samsung Germany
- Company: Samsung Germany
- Industry: Technology, Consumer Electronics and Home Appliances
- Topic Focus: Product Management, new product launches, marketing strategies and target group analysis
- Practical Example: Insights into product marketing and innovation processes at a global technology corporation
- Practical Relevance: The lecture demonstrates how real-world business perspectives are systematically integrated into CBS study programmes.
Learning from Companies in the Technology Industry
Practical insights from the business world are a core element of the study concept at CBS. As part of the CBS Guest Lecture Series, executives and experts from various industries regularly share their perspectives on current developments, business models and strategic challenges.
On 20 November 2025, Patrick Szen from Samsung Germany visited the CBS campus. As a CBS alumnus, he returned to give students insights into the product marketing of one of the world's leading technology companies.
With more than 200,000 employees worldwide and a broad portfolio spanning consumer electronics to home appliances, Samsung is one of the most influential technology companies in the world. In his lecture, Patrick Szen explained how a global technology corporation develops, positions and successfully launches its products on the market.
Product Marketing at Samsung: Strategy and Execution
The central focus of the lecture was product marketing at Samsung, particularly in the TV and audio segment.
Patrick Szen made clear that product management always requires striking a balance between detailed analysis and strategic perspective. Product managers analyse market and competitive data while simultaneously making long-term decisions regarding positioning, development and business success.
These kinds of insights are a core component of the CBS NXT GEN programme, which combines academic teaching with practice-oriented input from business and society.
For students, this made tangible just how complex managing products within a global technology corporation is — and which competencies are most in demand in today's economy.
New Product Launches
A further focus was placed on the structured processes behind the introduction of new products.
Product launches at Samsung follow clearly defined phases, which include:
- Market analysis and target group assessment
- Strategic product positioning
- Coordination of marketing and sales channels
- Continuous monitoring of market performance
These processes ensure that new products can be successfully launched and managed on a global scale.
Creative Marketing Strategies
Alongside analytical processes, creative marketing plays a central role.
Patrick Szen presented examples of current campaigns, including collaborations with Friedrich Liechtenstein as well as marketing activities in the context of Art Basel. These partnerships demonstrate how Samsung combines creative brand communication with technological innovation.
In the highly competitive consumer electronics market, a clear brand positioning is essential.
Innovation and Target Group Orientation
A key success factor for Samsung is the consistent alignment of innovation with specific target groups.
Technological innovation alone is not enough. Products must also be clearly tailored to the needs of different user groups. It is precisely this combination of technology, market understanding and strategic target group analysis that helps secure Samsung's long-term market position.
For students, the lecture illustrated how closely strategy, marketing and product development are intertwined.
Direct Exchange Between Business and Academia
Following the lecture, students had the opportunity to ask questions and discuss the challenges of product marketing and career paths in the technology industry directly with Patrick Szen.
The exchange demonstrated how valuable these formats are for the study experience. Students not only gain theoretical knowledge, but can engage directly with current real-world examples from international companies.
Real-world business experience integrated into the curriculum
The Samsung Guest Lecture is a strong example of the practice-oriented learning concept at CBS.
In our business programmes, the connection to real-world business practice is systematically embedded through:
- Business Projects addressing real strategic and operational challenges from partner companies
- Regular guest lectures by executives and industry experts
- Conventions providing space for interdisciplinary learning and practice-oriented leadership experiences
- Case studies and simulation games addressing typical business challenges
- Mandatory internships for applying academic knowledge in a corporate context
- Dual study formats with continuous integration into company structures
- A network of more than 1,300 partner companies across various industries
This structured integration enables students not only to analyze economic challenges but also to develop well-founded decisions under real market conditions.
With initiatives like this, CBS reinforces its commitment to closely linking business and academia and preparing students specifically for leadership roles in a globalized and sustainability-oriented economy.
Conclusion: Product Marketing in the Global Technology Market
The Guest Lecture by Patrick Szen gave students a comprehensive look into the world of product marketing at a global technology corporation.
The event illustrated how strategy, innovation and creative brand management work together to position products successfully on international markets.
For CBS students, the lecture was not only an inspiration, but also a valuable orientation for potential career paths in the technology industry.
