Practice Collaborations and Knowledge Transfer

The Professorship of Marketing at TU Chemnitz cooperates with practice in various forms and aims to transfer knowledge to companies, institutions and the wider public. 

If you are interested in a practice collaboration, please contact us. 

Application-Oriented Research Projects with Practice (ongoing or recently completed):

• DVJ Insights
• Manufacturer of accessories for mobile devices
• Konsum Leipzig e.G.
• Sächsisches Landesamt für Umwelt, Landwirtschaft und Geologie
• Regionalfenster e.V.

In addition, more than ten further application-oriented research projects with companies were completed some time ago. 

Practice Projects with Students of TU Chemnitz:

• Sächsisches Landesamt für Umwelt, Landwirtschaft und Geologie (2026)
• City of Chemnitz (2026)
• Technofutura GmbH (2026)

In addition, the holder of the chair has supervised more than 15 practice projects with students of HHL Leipzig Graduate School of Management. 

Keynotes and Talks:

• Marketingtag Ost: “Should We Position Brands as ‘East German Brands’?” (2026)
• WMSdate / CFH Management GmbH: “Between Crisis and Future: Options for Action for Saxon City Centers” (2026)
• Nahversorgungstag Ost: “Local Supply between Location Attractiveness and Security of Supply” (2026)
• DIHK Expert Meeting on Urban Development & Land Policy: “The Impact of Urban Development Projects on Retail Vacancy” (2025)
• Jack Pop’s Circus of Science: “Why Do We Buy All This Junk? Consumer Behavior in Gift Shopping” (2025)
• DVJ Insights: “Determinants and dynamics of the effect of product introductions on brand sales” (2025)
• Sanierungsforum: “Retail under Pressure: Vacancy in Retail” (2025)
• Fundação Dom Cabral (FDC) Brazil: “German Startups from Copycats to Thought Leadership?” (2025)

Positions on Boards of Institutions and Companies:

• Saxon Lottery Company (Sächsische Lottogesellschaft): Advisory Board
• “Ab in die Mitte” Initiative of the Free State of Saxony: Advisory Board and Jury Member
• Marketing Club Leipzig: Advisory Board
• Marketing Preis Leipzig: Chair of the Jury

Knowledge Transfer to the Media (Selection):

• Newspapers: FAZ, Süddeutsche Zeitung, LVZ, Sächsische Zeitung, Freie Presse
• TV: ARD, mdr, swr
• Radio: DLF, mdr