Institute of Marketing (IfM)

Professor Manfred Krafft has been director of the Institute of Marketing (IfM) since January 2003, when he took over from Professor Meffert. From 1999 to 2003, Prof. Dr. Krafft held the Otto Beisheim Endowed Chair of Marketing at WHU, Otto Beisheim School of Management in Koblenz. Professor Krafft edits or serves as a board member or reviewer for prestigious academic journals (such as Marketing Science, Journal of Marketing, International Journal of Research in Marketing, Journal of Retailing, Journal of Interactive Marketing, etc.).

Professor Krafft’s publications include numerous articles in international and national journals (Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of the Academy of Marketing Science, Journal of Service Research, etc.) as well as monographs, textbooks, edited books, and a substantial number of articles in edited volumes.

As a director of the Institute of Marketing, Professor Krafft is supported by a young and highly motivated team consisting of about 10 academic staff members, 15 student assistants, a librarian and an office manager. These team members work hand in hand in order to resolve problems relating to teaching, student affairs, research, and administrative matters.

  • Teaching

    Looking after our students is a top priority. We do our utmost to ensure that our teaching has a sound theoretical underpinning and a marked practical bias. We seek to provide all the necessary support for students who are working on dissertations or independent assignments. In order to facilitate contacts between staff and students we use a dissertation topic submission card where students can introduce themselves and indicate their interest in specific topic areas. Our courses cover both strategic and operative aspects of marketing management. There are specialization modules in the bachelor's degree course as well as in the master's degree course for students majoring in marketing. The principal focus of attention is on our main areas of research, i.e. customer relationship management, direct marketing and sales management.

  • Research

    The core competences of the Institute for Marketing include empirical, quantitative research on a sound methodical basis. Further information about the institute's main areas of research can be found here.