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.
- Enke, M.; Geigenmüller, A.; Leischnig, A. (Hrsg.) (2022): Commodity Marketing. Strategies, Concepts, and Cases. 1st ed., Cham.
- 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.; Muravyova, O. S.; Pezoldt, K. (2021): Data-Driven Marketing as a Means of Improving the Effectiveness of a Marketing Campaign in the Digital Economy. In: Technological Trends and Science Intensive Economy: Business, Industries, Regions, Saint Petersburg, S. 173–196.