Institute of Marketing

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The fundamental goal of our teaching activities is to provide students with a comprehensive and scientifically sound marketing education. After completing our study program, students should be able to handle complex decision-making situations in marketing.

In addition to the training of theoretical basics, we emphasize the application-oriented teaching of market research’s concepts and methods. Furthermore, we teach approaches to quantify marketing success by using appropriate metrics in the field of marketing analytics. However, students should not only be enabled to perform and interpret complex data analyses, but also to understand the motives underlying the observed behavior.

Against this background, our teaching also focuses on consumer behavior science theories and findings, as well as their application to practical marketing problems. A strong commitment to excellence, internationality, and the inclusion of current research results are as much a part of our educational principles as is a clear practical orientation.

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