Philip Morris: Business Transformation and Data-Driven Customer Experience
News
Munich, 13 May 2025 — In the afternoon, students from the Master in Digital Business Management (MDBM) at Pforzheim University visited Philip Morris Germany to gain firsthand insights into business transformation, data-driven strategy, and the challenges of managing digital customer experiences in a global company.
The visit opened with a welcome from Mischa-Alexander Knief, Head of Brand & Activation, who shared how Philip Morris is evolving from its traditional industry background to a technology- and innovation-focused organization. He highlighted how adapting business models and incorporating digital products play a central role in the company’s ongoing transformation.
Lorenzo Gatti and Daniel Portych from the Customer Experience (CX) team explained the importance of data analytics and market research in the development of modern customer experiences. They demonstrated how performance data, advanced segmentation, and continuous consumer feedback drive product strategy and targeted engagement for new digital solutions.
The afternoon’s highlight was an interactive case: students worked in small groups to develop strategies to promote a recently launched digital product, defining mechanics to increase adoption and foster positive word of mouth. This collaborative challenge created an energetic, hands-on environment.
The session concluded with Markus Schöngassner, Director Finance Germany & Austria, offering insights into the financial and organizational aspects of large-scale transformation. He illustrated how finance, digital innovation, and new thinking intersect as Philip Morris evolves in a complex business environment.
Debora Kimmich from Talent Acquisition wrapped up by presenting career entry and growth pathways at Philip Morris Germany, connecting theory with practical opportunities for MDBM students.
The visit demonstrated strong links to the MDBM curriculum. The company’s overarching transformation process closely reflects the content of “Change Management and Digital Leadership”, where students study organizational change, the development of new business models, and adaptation to digital disruption. The in-depth use of data, analytics, and customer segmentation aligns with courses like “Data Analytics” as well as “Data Science with Python,” showing how these tools are used for decision making and customer value creation. The interactive group exercise mirrors the collaborative, problem-solving focus of “Development of Digital Business Models & Products”—emphasizing rapid prototyping and teamwork.
In summary, the afternoon at Philip Morris Germany offered MDBM students a practical and interactive experience at the intersection of business transformation, digital product management, and advanced analytics. The event provided valuable connections to their curriculum, making Philip Morris a relevant and great option for future projects and digitally minded career paths.
