Marketing

Marketing for us is an application-oriented science within economics. We pursue a holistic approach with a mostly empirical, predominantly quantitative orientation in both teaching and research. "Holistic" here initially means that we consciously make no restriction to individual marketing sectors or partial instruments. Only in research – and partly in the Master's degree programme – do we apply a focus such that we view the relationships between a company and its shareholders, particularly its customers, as the starting point for all our reflections ("relationship marketing"). 

Above all, however, holism means for us "unity of research and teaching" – and practice: in our teaching, we attempt to take up practically relevant issues and to pinpoint approaches that are in line with the latest scientific knowledge. Our own research activities, which likewise all stem from practical issues, are also integrated into our teaching. We attempt to implement this as far as possible in each of our courses, both through the orientation of content and through integrated supplementary presentations and examples from research and practice, provided by ourselves as well as by guest speakers. Furthermore, we have developed a new specific course in the Master's degree programme, in which this holism constitutes the main higher-order concept ("Marketing Science").

Overall, we are convinced that the discipline of marketing, in particular, not only necessitates such a holistic analysis, but also makes it particularly fascinating for all our stakeholders – students, researchers and practitioners – and hence also for ourselves.

Overall, marketing subjects on the Bachelor's degree are attended by around 800 students (Marketing Foundations) and around 200 students (Marketing Specialization), respectively, and by around 100 students on the Master's programme.