The drivers and consequences of ad blocking: A self-filtering mechanism that increases ad effectiveness
The impact of goal enabling technologies on customer lifetime value
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.
On Friday, January 22, it was time again to welcome representatives of Mars in the course “Sales Management”. The company holds a long history as a guest in this course and has provided students with many valuable insights from business practice over the course of the last years. However, the overall context of this year’s guest lecture was genuinely different. Due to the Corona pandemic, it premiered in a virtual format.
On January 14, the MCM was pleased to receive a visit and digital guest lecture as part of the course "Consumer Behavior" from the startup Generation f. The three co-founders Sophia Escheu, Julia Kirsch and Carla Schell described the process of brainstorming ideas to their pilot project and explained what Generation f is ultimately all about. In essence, their company serves as a virtual platform for sustainable networking.