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IFM

Master Thesis Award

As in previous years, a student of the Marketing Center Münster was awarded for an outstanding master thesis. Under the responsibility of Prof. Dr. Manfred Krafft and supervised by Jonas Schmidt, Vera Zanger dealt with the measurement of customers’ willingness to pay (WTP) in the context of innovations. Due to a solid theoretical basis, a thorough empirical analysis and the high practical relevance, the Professional Association of German Market and Social Researchers (BVM) assessed the study as the best master thesis in 2019.

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IFM

Shopper Meets Consumer – Henkel’s Way Into an Insight Driven Culture

Yet again, Henkel visited the lecture “Consumer Behavior” and demonstrated how the theoretical fundamentals taught in the lecture are applied in practice. Laura Lorch and Peter Reichmann (Category Insight Management at Henkel Beauty Care) offered fascinating insights in their talk entitled “Shopper Meets Consumer – Henkel’s Way Into an Insight Driven Culture”.

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