DR.SCHNELL has partnered with the Sales Management Department (SMD) at Ruhr University Bochum and, as of the current summer semester, is a new member of the exclusive Sales Excellence Circle. This partnership bridges the gap between research, teaching, and real-world practice, offering benefits to students, the company, and its customers and partners.
As a practice partner, DR.SCHNELL brings sales expertise to the academic discourse and gains access to the latest scientific findings and research projects. At the same time, the Munich-based family business actively participates in the further development of the sales industry and promotes the transfer of knowledge between theory and practice. DR.SCHNELL uses these new insights to optimally align its own sales team—comprising more than 120 specialist consultants—with the needs of its customers and partners.
Practical exchange among peers
A highlight of the partnership is DR.SCHNELL’s active participation in Sales Excellence Circle events. To kick things off, Ariane Kreuter, Regional Sales Manager South at DR.SCHNELL, participated in a panel discussion on May 21, 2026, where approximately 40 bachelor’s students had the opportunity to ask their questions directly to experienced sales executives. The focus was on practical topics such as day-to-day work in sales, women in sales, AI in sales, and potential challenges facing the industry during economic downturns.
As a female executive, Ariane Kreuter not only brings her many years of sales experience to the table, but also sets an example for diversity and equality in leadership roles.
“What has always appealed to me about sales is the creative freedom and the interpersonal interaction. Engaging directly with the students was a great opportunity to gain fresh perspectives while sharing practical knowledge,” Ariane Kreuter sums up.
Commitment to even closer customer relationships
A key component of the partnership is the integration of DR.SCHNELL into the students’ academic training. In the future, the company will provide support in the form of lectures and practical projects, as well as offer students opportunities for internships, thesis work, and practical research projects. This fosters a valuable exchange between academia and industry, benefiting both the students and the company.
An innovative blend of practice and teaching
The Sales Management Department at the Faculty of Economics at Ruhr University Bochum is the only university sales department in Europe and is distinguished by its close integration of research, teaching, and professional practice.
Through their partnership, DR.SCHNELL and the Sales Management Department are working together to bridge the gap between innovative professional practice and modern academic teaching.