The Chair of Marketing Management had the pleasure to welcome Dr. Niklas Teichmann as the second guest speaker in this year's Market Research class. Dr. Niklas Teichmann is the Director Analytics and Data Science at L'Oréal. In his guest lecture, which was held via Zoom, he highlighted the power behind data, which perfectly illustrated the practical relevance of the methods taught in class.
The drivers and consequences of ad blocking: A self-filtering mechanism that increases ad effectiveness
The Chair of Marketing Management (IfM) was delighted to welcome Susan Choi for an interview. The interview was part of this year's Market Research class, and it perfectly connected the lecture's learnings with valuable insights from practice.
The impact of goal enabling technologies on customer lifetime value
“Subscription-based online streaming services have fundamentally changed the rules of the game in the entertainment industry,” stated Dr. Malte Probst, Senior Vice President Film and Entertainment Portfolio at Sky Deutschland, during his guest lecture as part of Professor Thorsten Hennig-Thurau's and Dr. Ann-Kristin Kupfer’s master's lecture "Entertainment Media Marketing". During his presentation entitled "Transforming an Old School Business - Can You?" on January 27, 2021, Dr.
In keeping with the tradition, the Chair of Marketing Management (IfM) was once again pleased to welcome representatives from Dow to this year's Sales Management Lecture. Unlike in previous years, the guest lecture on February 5 took place completely digital. Prof.
On January 29, the Chair of Marketing Management (IfM) welcomed two representatives of Engelhard Arzneimittel for a guest lecture of this year's course "Sales Management". Tobias Frank, Director Sales National, and Christine Collot, Head of Shopper and Trade Marketing, gave the MCM students as well as Prof.
On Monday, January 24, Dr. Mirja Kroschke from the Otto Group was a virtual guest in the course "Consumer Behavior". In her presentation, she gave students insights into the use of artificial intelligence to holistically improve the customer experience at the Otto Group. Dr. Kroschke works as a project manager and business intelligence strategist in the Otto Group's Data Lab. She is also a familiar face at the Chair of Marketing Management, having earned her PhD there in 2017 and served as a Postdoc until 2019.