WHU Otto Beisheim School of Management – Role models in times of change


With WHU, one of the leading European business schools turned to K’UP to reposition itself in the higher education market for the future.


K’UP initiated a sixteen-member brand board to revise the existing brand strategy across all faculties. Based on a deep understanding of the history of the university in Vallendar, K’UP conducted an in-depth target group analysis, extensive market research and value discussions. Thus, in the strategic planning, the product offers of the future were defined, the content-related development steps were determined and, together with the new brand positioning, transferred into a separate strategy house.

To activate the university strategy, K’UP not only developed a multi-year marketing plan, but also accompanied the entire organization in its implementation with an internal participation process. As a result, numerous internal and external communication strategies were launched, digital measures were designed and in-depth market research was conducted. Since then, WHU has been on a growth trajectory and had to expand at its second location in Düsseldorf.

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