Business Management, in particular Marketing
The Professorship in Marketing specializes in quantitative market research, with a particular focus on pricing and retailing. Its research also addresses the challenges and opportunities that digitalization brings to marketing. Current projects primarily examine developments in retailer pricing and the broader digital transformation of the marketing landscape.
The research builds on an empirical and quantitative research program where advanced econometric models to identify patterns and mechanisms in market behavior and to derive recommendations for optimizing marketing strategies. Furthermore, the data-driven approach is used to systematically identify and evaluate potential regulatory needs in markets. The research adheres to high international quality standards and follows a publication strategy targeting the most renowned academic journals (VHB: A+ and A). Accordingly, research projects have been published, among others, in the Journal of Marketing and the International Journal of Research in Marketing. Additional papers are currently in the publication process at several A and A+ journals, including Management Science and the Journal of Retailing. In addition, the professorship serves as a reviewer for several A-level journals, including the Journal of Retailing. It is also regularly involved in the review process for conference submissions, for example for EMAC and AMA.
The work of the Professorship in Marketing is inherently interdisciplinary, with collaborations extending to scholars in fields such as neuropsychology, medicine, meteorology, and entrepreneurship. This cross-disciplinary perspective enables a comprehensive analysis of complex issues and generates scientific insights that transcend traditional disciplinary boundaries. In doing so, the Chair of Marketing strengthens Leuphana University's interdisciplinary orientation and advances research activities in the field of digitalization.
To support the implementation of various research projects, particularly interdisciplinary ones, external funding is acquired. For example, consumer panel data valued at €270,000 were obtained via AiMark through a competitive application process for several research initiatives. In addition, two interdisciplinary third-party funding proposals are currently under review, including one submitted to the BMBF (€1.4 million) and another led by the professorship to the Daimler-Benz Foundation (€140,000).
In teaching, the Professorship offers a broad range of marketing topics with a particular focus on quantitative market research. Building on the methodological foundations of the Leuphana Semester, the courses introduce advanced market research methods that enable students to derive and critically discuss data-driven management decisions. Teaching also addresses contemporary challenges such as digitalization and sustainability, ensuring that students work with issues of current relevance. Complementing this, teaching at the professorship of marketing is strongly research-oriented, empowering students to make evidence-based and responsible marketing decisions. Students engage with contemporary marketing questions, acquire technical skills in the analysis of market research data while also reflecting on ethical and societal implications of marketing such as the responsible collection and use of data.
Detailed information about current teaching courses can be found by students in the study portal myStudy.