Our research focuses on aspects of service marketing, industrial and technology marketing. In addition, our research portfolio contains topics in international marketing and media marketing. Over the years, we have obtained extensive experience in cross-disciplinary research projects at the interface between marketing and engineering. As academic researchers, we value relevance, international reach as well as an effective knowledge transfer between academia and industry/society.
For bachelor students, we provide courses of introduction to marketing, online marketing, service marketing as well as marketing for industrial goods and technologies. For master students, we offer a range of research-based courses of international service marketing, science and technology marketing, media marketing, and business-to-business marketing. In addition, our seminars invite students to get involved with current topics in marketing and marketing science and to develop their own pieces of research.
- Geigenmüller, A.; Hoebbel, A. (2020): Privacy Concerns – Ursachen, Erscheinungsformen und Implikationen für das Kundenbeziehungsmanagement. In: Bruhn, M.; Hadwich, K. (Hrsg.): Automatisierung und Personalisierung von Dienstleistungen. Konzepte – Kundeninteraktionen – Geschäftsmodelle, Wiesbaden, S. 121-140.
- Molchanov, N. N.; Kolyshkin, A. V.; Pezoldt, K.; Yakovleva, T. V. (2020): Building a CRM Management System in an Engineering Company to Optimize Relationships with Counterparties (Suppliers and Subcontractors), in: Economics and Management, No 6 (Vol 26), S. 584–596.
- Pezoldt, K.; Correns, A.; Zajko, M. (2020): Preannouncement of New Products: Overcoming Individual Adoption Barriers, in: Balkan Region Conference on Engineering and Business Education, 1 (1) Sibiu, S. 169–179.