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Research

The Department of Marketing makes a significant contribution to the generation and dissemination of marketing-related knowledge. The research projects pursue the maxim of building a bridge between academic stringency and practical relevance. The practice dialogue is important for us. Current and practice-relevant marketing phenomena are investigated using empirical, also application-oriented, research methods. The findings and results are documented in numerous international journals.

The following 7 research areas are currently being dealt with across the institutes and / or the Department and lead over to 3 key aspects:

7

Research Areas

  • Consumer behavior research and customer satisfaction research

  • Customer relationship management and marketing science methods

  • Globalisation versus local adaption of marketing strategies

  • Customer empowerment

  • Strategies and mass customization

  • Corporate social responsibility and sustainability

  • E-services and tourism

  • Efficient consumer response and category management

3

Key Aspects

  • Consumer behavior research (including consumer psychology and consumer centric marketing)

  • Decision support systems for complex and dynamic decision-making in marketing (including data analysis and evaluation methods)

  • Management and marketing strategy under international and global, international conditions (including CSR and sustainability)