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Institute for Marketing ManagementRSS

The Institute for Marketing Management aims to be an important hub in the generation and dissemination of new marketing knowledge. In both our research and teaching we seek to achieve an optimal balance between academic rigor and relevance and actively pursue exchange and collaboration with marketing experts and practitioners.

Research in Pictures

Self-customized products can boost your performance

Reference: Kaiser, Ulrike, Schreier, Martin, and Chris Janizsewski (2017). The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (October): 816-831. (link)

TRENDS im B2B-Marketing

Barbara Enzinger, Head of Marketing and Communications, Wienerberger AG war zu Gast im BA-Kurs IV „Marketing Across Industries“. Frau Enzinger gab einen interessanten Einblick in die Aufgabenbereiche…

Research Talk by J.E. (Jaap) Wieringa, University of Groningen (NL)

How can we analyze customer data, when customer data analysis is not allowed any longer? This and other questions were answered during the second session of the Research Seminar Series with Professor…

Nachhaltigkeit und Brand-Management bei Henkel

Am 4. November 2019 fanden die Gruppenpräsentation des diesjährigen Praxisprojektes „Analyse der Nachhaltigkeit/Free From in der Haarpflege“ im Bachelor Kurs „Product Management“ statt. Um unseren…

Marketing im Spannungsfeld der Stakeholder

Magdalena Höbarth, MA, Head of Marketing des mumok (Museum moderner Kunst Stiftung Ludwig) war zu Gast im BA-Kurs IV „Marketing Across Industries“. Frau Höbarth gab einen interessanten Einblick in das…

Research Talk by Carl Mela, Duke University (US)

To kick off this semester’s Research Seminar Series, the Marketing Department hosted Carl Mela, T. Austin Finch Foundation Professor of Marketing at Duke University. During his visit, Prof. Mela…

Willkommen in der SBWL Marketing!

Wir begrüßen die Studierenden der Class of WS 2019/2020 ganz herzlich und freuen uns auf zwei spannende gemeinsame Semester!