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:
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
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)