Netto calls itself the "Marken-Discount," the discounter built around brand names, promising shoppers the reassurance of familiar products at unbeatable prices. It is a confident claim, and one that SWR's consumer program "Marktcheck" set out to test in a recent episode. For four weeks, a family shopped exclusively at Netto, putting the chain's range, prices, and everyday quality through their paces and measuring the results against Aldi, Lidl, Kaufland, and Rewe.
Prof. Dr. Manfred Krafft as Marketing Expert on SWR Marktcheck's Netto Check
Guest Lecture by Björn Ognibeni on Chinese Approaches to Brand Management
What can Western companies learn from Chinese approaches to building and managing powerful brands? This question was at the center of Björn Ognibeni’s guest lecture at the Marketing Center Münster.
Anmeldung zum BSc Seminar 'Sustainability Lab' möglich
Gemeinsames Seminar mit KPMG
ESG-Berichterstattung und Unternehmenswert
Nachhaltigkeitsberichterstattung ist für Unternehmen längst mehr als eine regulatorische Pflicht. Sie dient auch Investoren, Analysten und weiteren Stakeholdern als Informationsquelle zur Beurteilung zukünftiger Chancen und Risiken der Unternehmen. Gleichzeitig ist es noch eine offene Frage, ob und wie sich die ESG-Berichterstattung auf den Unternehmenswert auswirkt.
Successful IfM Project Seminar in Cooperation with Deutsche Bahn
This summer semester, the Chair of Marketing Management (IfM) was once again able to offer students majoring in Marketing the opportunity to participate in a project seminar in cooperation with a renowned company.
Student Assistant Opportunity - Join our interdisciplinary research project!
We are looking for student support for an interdisciplinary DFG-funded research project at the intersection of marketing, media, and finance, with a focus on video coding.
The position is ideal for students who are interested in new technologies and academic research. Support is needed from July/August to December 2026, mostly during the semester break. The workload is at least 6 hours per week — more hours are welcome.
Guest Lecture with Björn Ognibeni in Brand Management
The Marketing Center Münster is pleased to welcome Björn Ognibeni for a guest lecture as part of the Brand Management course.
Björn Ognibeni has been advising well-known companies, brands, consultancies, and agencies on digitalization for many years. His work focuses on how digital transformation changes the relationship between companies and customers and what this means for products, business models, marketing, and brand management. He is also Co-Founder and Strategic Director of the XRLab@MCM at the University of Münster.
Customer Adaptiveness in B2B Solution Selling: Insights from the Trade Show Industry
B2B solution selling is often seen as the supplier’s responsibility: understanding customer needs, designing the right offering, and delivering value. A recent Journal of Business Research paper by Victoria Kramer and Manfred Krafft in collaboration with Stefan Worm (BI Oslo, Norway), and Sundar G. Bharadwaj (University of Georgia, USA) shows that customers also play a decisive role in solution selling.
New DFG-Funded Research Project on Circular Offerings in B2B Markets
The German Research Foundation (DFG) has awarded funding for a new three-year research project at the Chair of Marketing Management, led by Dr. Victoria Kramer. The project investigates how circular offerings create value in business-to-business (B2B) markets and aims to advance our understanding of how firms can successfully transition toward more sustainable and resource-efficient business models.