Our research program is characterized by an empirical and international orientation. The effect of the use of marketing instruments should be quantified and expressed in monetary units. The general aim is to conduct excellent research on questions of practical relevance and to publish the results in high-ranking international and national journals.
Central areas of activity are brand management (e.g. brand strategic options, brand evaluation), media management (e.g. marketing of hedonic media products, effects of file sharing on profitability aspects), price management (e.g. pricing behaviour of customers, pricing) as well as market and consumer research (e.g. HIT CBC). The industry focus is on consumer goods, services, media and retail.
The Center for Brand Management and Marketing / Wissenschaftliches Zentrum für Markenmanagement und Marketing (ZMM) places particular emphasis on practical activities. The basic goal of the ZMM is a mutual transfer of knowledge between university and practice on brand management and marketing in research and teaching.