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We focus on ma­nage­ment in a mar­ke­ting land­s­cape that is ra­di­cal­ly trans­for­med by ad­van­ces in in­for­ma­ti­on tech­no­lo­gy, on­line media and ar­ti­fi­cial in­tel­li­gence (AI) en­ab­led tools. These de­ve­lo­p­ments shape the way con­su­mers gather in­for­ma­ti­on, make purcha­se de­cis­i­ons, and in­ter­act with each other and busi­nes­ses. Click­stream data, so­cial media en­ga­ge­ments, and user-​generated con­tent con­sti­tu­te the pro­ver­bi­al “new oil” of the di­gi­tal eco­no­my. In par­al­lel, pri­va­cy con­cerns limit and re­gu­la­te their use. Mar­ke­ting ana­ly­tics re­co­gni­zes these chal­len­ges and helps ma­na­gers and po­li­cy ma­kers to trans­la­te them into im­pro­ved de­cis­i­on ma­king.

Our re­se­arch is in­ter­di­sci­pli­na­ry with links to sta­tis­tics, eco­no­mics, psy­cho­lo­gy, and com­pu­ter sci­ence. We le­ver­age ad­van­ced sta­tis­ti­cal tech­ni­ques, ma­chi­ne lear­ning and AI tools to de­ve­lop mar­ke­ting mo­dels for ma­na­ge­ri­al de­cis­i­on sup­port. To serve the needs of our in­dus­try part­ners and po­li­cy ma­kers, we ba­lan­ce basic and ap­p­lied re­se­arch.

Our stu­dents are see­king research-​driven cour­se con­tent and wish to ac­qui­re skills in mar­ke­ting re­se­arch, busi­ness ana­ly­tics, and de­cis­i­on sup­port. We offer practice-​oriented and ex­pe­ri­en­ti­al tea­ching for­mats to en­able stu­dents to trans­la­te their skills into the de­sign of ef­fec­ti­ve mar­ke­ting pro­grams.

Our re­cent re­se­arch vi­sua­li­zed

(c) Lana Lau­ren

Nita Um­as­han­kar, Hanna Kim Ki­hyun and Tho­mas Reut­te­rer (2022), "Un­der­stan­ding Cus­to­mer Par­ti­ci­pa­ti­on Dy­na­mics: The Case of Sub­scrip­ti­on Box", Jour­nal of Mar­ke­ting, 87(5), 719-​735.

News

Dipl. Inf. Anke Schneider

16. Juni 2015

Frau Dipl. Inf. Anke Schnei­der hat für ihr Pro­jekt „Lin­king the Ef­fects of Vi­su­al Va­ria­bles with Emotion-​Based Decision-​Making “ eines der be­gehr­ten Dr. Maria Schau­may­er Sti­pen­di­en für Wie­der­ein­stei­ge­rin­nen er­hal­ten. Wir gra­tu­lie­ren zu die­ser hohen Aus­zeich­nung! Anke Schnei­der wird sich in den kom­men­den Mo­na­ten am In­sti­tut für Ser­vice Mar­ke­ting und Tou­ris­mus mit The­men zum vi­su­el­len Mar­ke­ting be­schäf­ti­gen und unter an­de­rem er­for­schen, wie sich Vi­sua­li­sie­run­gen auf Konsum-​ und Management-​Entscheidungen aus­wir­ken.

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