Das Department für Marketing versteht sich als Marketing-Kompetenzzentrum in Sachen Lehre, Forschung und Praxis. In der Forschung ist unser Ziel neues und praktisch relevantes Marketingwissen auf höchstem Niveau zu schaffen. In der Lehre erlernen Studierende das Marketinghandwerk und werden so zu konstruktiven Problemlöser*innen. Im Rahmen von insgesamt fünf Spezialisierungen im Bachelorstudium und einem englischsprachigen Master of Science in Marketing, beginnen pro Jahr über 500 Studierende eine Marketingausbildung am Department und werden erfolgreich für nationale und internationale Karrierepfade vorbereitet. In Lehre und Forschung sucht das Department aktiv den Austausch und die Zusammenarbeit mit der unternehmerischen Praxis.

Green Challenge Weeks at WU 2024: Team “Profs” Won!

From May 06-17, the "Green Challenge Weeks" took place at WU (click here for the details). The main question was: Who is more sustainable? Team Students or Team Profs?

During the two weeks, Students and Profs were able to collect points for their teams by choosing a veggie/vegan menu at Counter 1 (1 menu = 1 point).

With over 4,000 people participating in the Green Challenge Weeks, the results are in: Team “Profs” won with 35% share of veggie/vegan meals against team “Students” with 23% share of veggie/vegan meals.

Additional insights and fun facts:

1. The fresh start effect: It seems that people are more likely to eat veggie/vegan at the beginning of the week (i.e., on Mondays [Day 1 and Day 6] and Tuesdays [Day 2 and Day 7]); see overview figure above) than on any other day of the week.

2. The Schnitzel effect: People are less likely to choose a veggie/vegan menu on Schnitzel days (see Day 3 and Day 8 respectively in the overview figure above). Is Schnitzel bad for the environment?

3. Daily scores: Team “Profs” had higher veggie/vegan shares than Team “Students” on every day except the last two days (Day 9 and Day 10). On Day 9, there was a draw (29% vs. 29%). On day 10, Team “Students” (28%) scored higher than Team “Profs” (25%) - that calls for a revenge!

4. Redeemed vouchers: Overall, approximately one third of all vouchers were redeemed for Team “Profs” and two thirds for Team “Students.”

 

We want to thank everyone who participated and are looking forward to a rematch next year!

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Neueste Erkenntnisse aus unserer Forschung

Schamp, C., Heitmann, M., Bijmolt, T. H. A., & Katzenstein, R. (2023): The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses. Journal of Marketing Research, 60 (1), 189-215. (link)

Hartmann, J., Heitmann, M., Siebert, C. & Schamp, C., (2023): More than a Feeling: Accuracy and Application of Sentiment Analysis. International Journal of Research in Marketing, 40 (1), 75-87. (link)

Weitere Forschungs-Highlights des Departments

Research Seminar Series

Unsere “Research Seminar Series” dient als Plattform zur Vernetzung mit der internationalen Forschungscommunity im Bereich Marketing. Führende Forschende von den weltweit besten Universitäten werden eingeladen, ihre neusten Forschungsprojekte zu präsentieren und die aktuellen Trends und Entwicklungen in allen wichtigen Bereichen des Marketings zu diskutieren.

MEHR ERFAHREN