Study in Chemnitz. To know what is good.






  • Anmelden
  • Deutsch

Research Areas


Our areas of research are:

Branding Research

  • The role of self in brand perceptions
  • Consumer-brand relationships
  • Brand values
  • Brand management

Marketing Communications

  • Event marketing
  • Event sponsorship/ ambush marketing
  • Marketing with sport
  • Experience Marketing Concepts in Retail Banking

Relationship Marketing

  • Target Group-specific Marketing (Sports, Cultural Events, Adolescents, Senior Citizens)
  • Customer Relationship Management (CRM)

Entrepreneurship and Small Business Research

  • The role of universities in the entrepreneurial process
  • Marketing for SMEs and Start-up Enterprises
  • Technology and knowledge transfer
  • Marketing for Regional Clusters and Competence Marketing
  • Strategic Marketing for SMEs (Positioning, Internationalisation Strategies)


International Research Projects

INTERSTRATOS

SEARCH (Scanning and Evaluating Activities for Research Commercialization Handovers)

CERIM