Welcome to the Chair of Marketing!

Marketing describes a concept of market-oriented business management that is aimed at satisfying the needs of (potential) customers. Marketers do not only design advertising but also develop products, set prices, and choose the places where companies interact with customers—such as physical retail stores or digital commerce.

In research and knowledge transfer, Prof. Dr. Erik Maier and the Professorship in Marketing focuses on retailing, digital marketing, and the societal consequences of marketing. Key research topics include:

• Store closures, the “Death of the High Street”, and the future of city centers
• Structure and development of retail channels (e.g., platforms, quick commerce)
• Use of digital marketing channels (e.g., apps, geotargeting)
• Success of product, marketing, and retail innovations
• Social consequences of marketing

In teaching, the Professorship in Marketing offers courses on marketing fundamentals, as well as courses on specific topics (Marketingkommunikation: Digitales Marketing; Marketinginstrumente: Pricing; Marketingmanagement: Customer Relationship Management; Market Research [in English], and Consumer Behavior [in English]).