From Alumni Book to Campus Powerhouse

Whether it’s events like the Schneckenhof parties, CareerFair UniMA, and Schlossfest, the campus shop, or language courses and professional development programs—chances are, if you’ve spent time on the Mannheim campus, you’ve come across the University of Mannheim Service and Marketing GmbH. Over the past 25 years, this independent subsidiary of the university has continuously expanded its services. Today, it operates nine divisions and employs around 90 staff members.

“One of our largest and most visible areas is event management,” says Betty Kübe, who has been managing director of the Service and Marketing GmbH for 17 years. “We organize events for the university itself, as well as for external clients who want to rent spaces in Mannheim Palace.” For more than two decades, the company has also hosted its own Schneckenhof parties and helped coordinate student-organized events at the Schneckenhof.

The range of courses, exams, and professional development programs has grown just as significantly. In addition to German as a foreign language courses and the Center for Key Qualifications (ZfS), the company also manages the Studium Generale program. “When we took on responsibility for that program in 2000, it consisted of just a handful of language courses. Now, we offer over 100 courses per semester, plus training programs in IT and communication,” says Collado, who oversees Studium Generale and the ZfS. “And it’s open not only to university members but to the general public as well.” The company also runs the Examination Center, which administers the DSH German language proficiency exam along with other language tests.

The campus shop, which is open daily during the semester, is another part of the Service and Marketing GmbH’s portfolio. It offers everything students might need—from university merchandise and snacks to freshly brewed coffee in the morning. “At first, we only had a few sweatshirts and mugs,” Collado recalls. “Everything was stored in a small room in the east wing, and we didn’t even have a proper counter.” That was more than 20 years ago, she estimates—and she would know better than anyone: “She was our very first employee in 2000,” Kübe reveals.

An alumni book started it all

But how did the Service and Marketing GmbH get its start? “It all began with one project: creating an alumni book,” Kübe explains. “Then, we gradually took on additional responsibilities. The goal was to centralize and professionalize the university’s services while continuing to expand them.” By establishing a privately run subsidiary, the University of Mannheim took on a pioneering role within the German higher education system.

In its very first year, the company took over management of the university’s career network and organized the first on-campus recruiting events with employers. Just three years later, the first CareerFair UniMA took place—a job fair that now attracts over 100 employers annually. “The fact that this event has become such a hit with students is a major success for us,” says Collado.

Another annual highlight organized by the Service and Marketing GmbH is Schlossfest, which was first held in 2003. “But back then, it was still a small, exclusive event,” Kübe recalls. “When I took over as managing director in 2008, the President’s Office expressed a desire to turn it into a large-scale festival—one that would welcome first-year students, their families, alumni, and Mannheim citizens.” Over the years, Schlossfest has evolved into a major event, bringing together the university and cultural institutions from across Mannheim—even comedian Bülent Ceylan has performed on its stage, Kübe recalls.

Looking ahead

For Collado, one of the most exciting projects in recent years has been the Studium Oecologicum, a sustainability certificate program launched in 2022. “It’s always fully booked in no time,” she says enthusiastically. “At the moment, it’s our only certificate course, but it certainly won’t be the last.” Another goal for the near future is to expand the career network. And, of course, there’s the company’s 25th anniversary celebration. “We’re planning small events on campus throughout the year—but we’re keeping the details under wraps for now,” Kübe says with a wink.

Text: Jessica Scholich / April 2025