Successful doctoral seminar of the IfM under unusual circumstances
In the middle of October, the team from the Chair of Marketing Management (IfM) spent its annual doctoral seminar at the Landhaus Rothenberge to discuss current research projects of its doctoral students. Although the format stems from a long tradition, this year's event took place under quite different circumstances due to the Corona pandemic. Not only were the applicable hygiene guidelines self-evidently followed, but also ways of digital communication were used to enable all team members an equally beneficial participation.
Despite the new conditions, the days on top of the Rothenberg were entirely devoted to presentations by the PhD candidates on their current research projects. Here, the wide range of research topics at the Chair of Marketing Management became particularly evident. Besides the outcome effects of the acquisition of sustainable brands by multinational companies, the effects of in-store advertising on sustainable purchasing behavior were elaborated. Further, the topic areas of healthcare marketing and solution selling, questions regarding direct sales as well as interpersonal influence strategies in personal selling contexts, and aspects of political marketing were examined in detail. Resulting from the constructive discussions, all team members were able to take away valuable information to further proceed with their projects. Moreover, Professor Krafft provided his team with helpful insights into the topic of "How to Publish in Leading Marketing Journals.”
As a counterpart to the presentations, board games, common meals and a night hike presented a well-earned compensation. A detailed Jour Fixe, which especially focused on the chair’s course offerings for the upcoming winter semester, concluded the successful event properly.