11th International Business Management Course

Topic: Human Resource Management and Employer Branding E-Marketing /

           Seaport- Management

Lecturers: Dr. Klaus-Peter Wagenführ & Mr.Uwe WILL

Date: 25 & 26 Oct 2020

 Day 1:

Webinar started at 10a.m. Tehran time with the welcome of Ms. Mina Alavash.

In addition to introducing the professor and the content of the two-days webinar on” Human Resource Management and Employer Branding”, Ms. Alavash also introduced the DMAN Academy and the Lower Saxony region, as well as some of the responsibilities of Asre Qalam Institute.

Ms. Alavash said; in accordance with the planned seminars by AGQ Institute with DMAN Academy at the beginning of 2020, In the face of the economic crisis in the Corona virus pandemic, AGQ tried to do the programs as a webinar and no changes were made to the programs announced to the Academy.

Ms. Dr. Amori, The President of Ahwaz Chamber of Commerce, as the guest speaker of the webinar, at the beginning of her speech said: It is commendable that an institution in such a difficult economic situation ignores its economic problems with such a dramatic quality and holds specialized webinars with European schools just to keep up to date with the knowledge of its clients’ labor market.

Ms. Dr. Amori further stated: Germany is one of the top countries in the world in terms of industry and technology that Iranian traders have been constantly trying to export quality Iranian goods through trade with Germany so that their commercial value does not decrease among German trading companies.

I am proud to announce that; Ahwaz Chamber of Commerce, considering its knowledge of the markets of Iraq, Oman and some other Arab countries, is ready to cooperate with AGQ Institute for any kind of trade and exhibition information.

Prof. Wagenführ began his teaching at 10:30 a.m. under the title Human Resource Management.

The contents of the webinar will be announced briefly as follows:

  • Workforce planning
  • Recruitment
  • HR Development
  • Internal communication
  • Collaboration with works council

Dr. Wagenführ on understanding the aspects of international human resource management said:

As the name suggests, international human resource management not only include coordination and HR tasks at one or more company locations in the home country. Rather, it focuses on the broad field of human resources with a view to international teams or internationally active companies. In this context, international personnel management not only includes administrative activities, such as applicant management, but also strategic aspects:

  • Recruiting of suitable new employees at all company locations (personnel recruitment)
  • Employment of employees in international companies (personnel planning)
  • Further training measures for all employees (personnel development)

Dr. Wagenführ continued: Effective leaders establish a clear direction for their organizations. They communicate a compelling vision in their writing, speaking and presenting. Successful leaders accurately assess a situation before taking an action to get a positive result. These leaders motivate and inspire subordinates to take action, and they enable transitions and transformations.

Effective managers, on the other hand, control and direct people according to established policies and procedures. They ensure that day-to-day operations flow smoothly.

At the end of his lecture, the professor mentioned 5 targeted creative strategies for further innovation in business, such as:

Strategy 1: Create a relaxed but focused working atmosphere

Strategy 2: Create a creative framework in the form of a credible corporate culture

Strategy 3: Let your employees think and act freely

Strategy 4: Creativity is not an end in itself, but should produce success stories

Strategy 5: It’s all about diversity – the more different ways of thinking, the better

Employer Branding

Employer branding is strategic and marketing effort designed to make an organization an attractive place to work for employees.

Employer branding is a corporate strategy measure in which marketing concepts – especially branding – are applied to present a company as an attractive employer and to distinguish (position) it positively from other competitors in the job market.

Dr. Wagenführ said; the aim of employer branding is essentially to permanently increase the efficiency of personnel recruitment and the quality of applicants on the basis of the marketing effect hoped for. In addition, qualified and committed employees are to be bound to the company in the long term through a higher level of identification and the development of an emotional bond.

At the end of the webinar, the prof. mentioned an important point, your concrete way to the employer brand:

– Analysis of target groups, competition and employer image

– Identify the brand benefit or the attractiveness factors

– The concrete steps to the (brand) core of your employer brand

– Positioning and Employee Value Proposition

-Conception of a value proposition as an employer

Day 2:


Understanding Customers – Creating Insights

A deep ‘truth’ about the customer based on their behavior, experiences, beliefs, needs or desires, that is relevant to the task or issue and ‘rings bells’ with target people.

Dr. Klaus – Peter Wagenfhur said, Working on a Customer Insight is like removing the layers of an onion… You go deeper and deeper exploring the drivers, motivations, actions, symbols, heroes and values of your customer to understand what a certain product, service or brand really means to them.

Albert Einstein said about the relationship of insight:

“If I had one hour to save the world, I would spend 55 minutes defining the problem and 5 minutes finding the solution.”

Concerning customer insight, Dr. Wagenfhur stated that a deep understanding of purchasing factors, their importance, and their real reasons is important to consider.

Key buying factors

Key buying factors are important to understand why customers buy what they buy and their choice of offering.

  • They explain what drives their offering selection.
  • They are based on customer needs.
  • They are decisive for the customer’s willingness to pay.

Other factors that affect the sales process:

  • Value innovation through differentiation creates profitable growth
  • Empathic design helps to develop user-centered products, services and solutions
  • Hard facts about customers and consumers are important to know, however…
  • Empathic Design: Tools and Applications
  • Unique Value Proposition

“If you don’t have a competitive advantage, don’t compete.”

A Value Proposition is a collection of reasons why and from whom the customer will buy.

Social media marketing

Social media marketing – once integrated into your own strategy – offers many advantages for your own company. To be fair, however, it should be mentioned at this point that most of these advantages only occur when your own social media measures are consistently applied over a longer period of time. Because there are no shortcuts in this marketing discipline either.

What should you pay attention to in social media marketing?

Good social media marketing thrives on creativity, intuition and of course continuity!

However, this does not mean that creative content alone is sufficient to achieve sustainable and relevant success.

Create a post for Facebook and then simply “copy & paste” it onto Instagram, Twitter, Pinterest, TikTok and LinkedIn? Such procedures should be avoided at all costs – even if it looks like you’re saving a lot of time and effort per week!

Websites and search engine optimization (SEO)

  1. Optimize your website technology
  2. Develop a mobile-first approach.
  3. Develop a keyword strategy based on business targets
  4. Develop a robust content strategy to support the keyword strategy
  5. A good SEO strategy is an ongoing exercise
  6. It is a good idea to engage with an SEO consultant.

B2B, B2C

One of the biggest myths associated with B2B compared to B2C target groups has to do with the person at the other end of the business transaction.  For far too long companies have believed that a B2B buyer is a completely different kind of person than a B2C buyer.

That’s why B2B marketers can make wonderful use of psychology to connect with their target audience. Learn how important it is to emphasize benefits rather than features. Learn more about how Maslow’s hierarchy of needs can influence your copywriting. Find out what role fear can play when a buyer chooses between two similar solutions.

Day 2 Afternoon,

On the afternoon of the second day, which began at 2 p.m. MR. Uwe Will was a webinar speaker on the rules and regulations of the international ports which have been following in Germany.

At the beginning of the webinar, a brief overview of the location of Berman ports in northwestern Europe was discussed. These ports had a turnover of about 69 million tons in total last year, 9 million in bulk and 60 million in other forms.

According to available information, workers and employees (77,000 families earned from this perspective) served more in the shipment, which was about 60 million tons last year.

The amount of import and movement of vehicles and cars is one of the statistics that is done in this port as the largest port.

Inland areas that are connected to the country from this port, there are 38,000 trains and trains that move goods.

The port operates around the clock for 360 days, with only 5 days off in a year.

– What role do ports play in a country’s national economy?

-Why are ports important in the international supply chain?

– Problems we face in ports – how to solve them?

– What are the global trends that ports should take advantage of?

– Identify global waterways for ship routes globally.

These were the questions that Dr. Will explained to each of them. One of the straits in the water of world roads is the Strait of Hormuz in Iran. Of course, there are channels that are connected.

The capital allocated to ports is usually fixed because they are infrastructure capital and is being used for a long time by buyers.

The role of ports in the supply chain – The function of a port is to connect the offshore sector to the land sector. The function of a port can also be defined as sending goods received there to other places, whether by land, sea or rail.

Why is port management so important? In different parts of the ports, there are stages of loading, unloading, and clearance, and if one of these stages is disrupted, it sometimes entails heavy costs for the owners of the goods.

In order for international logistics to be done, ports have incurred heavy costs on cranes and forklifts, as well as the necessary training for port staff. Interruptions at ports all come at a cost.

In most ports, responsibilities and duties are usually divided into two parts:

1) Infrastructure that is under water.

2) Equipment section that has been castrated on the ground.

Infrastructure that is below ground level is usually provided by the local port owner. For example, the port of Bremen in the city of Bremen provides the infrastructure rules for the port and is provided by the operator in the equipment part, which is at ground level.

Mr. Will explains many international port laws to inform merchants.

The webinar ended at 6 p.m.