Business Management, in particular Marketing

The professorship for business magagement, in particular marketing, primarily focusses on questions concerning consumer behavior in retail contexts. In terms of content, particular emphasis is placed on aspects of multi-sensory marketing, digitalization, and sustainability. The research program investigates how sensory stimuli (especially music) influence buying and consumption behavior and how consumers react to digital innovations (e.g. self-tracking apps, software upgradeability) or sustainable products (e.g. upcycling).

In both research and teaching, the professorship strives for a close exchange with practice in order to ensure the practical relevance of questions and contents.