Our students are meant to become acquainted with the latest scientific findings and they receive the best possible marketing education.
The idea of this specialisation is to measure the impacts of marketing decisions monetarily. These impacts have not been researched properly yet. As a consequence most companies do not contemplate the monetary issue but instead they draw conclusions from customer satisfaction and sometimes decisions are made more or less instinctively. The implementation of subjective evaluation tools results in suboptimal decisions. Moreover it can also produce a unidirectional cost consideration in a company. But minimising costs on its own does not maximise profit.
Therefore an important issue of this specialisation is to develop tools on the basis of scientific findings, which make it possible to measure monetary impacts of marketing decisions. Decision-support-systems in order to design an ideal price and product design as well as systems that can measure the impact of consumer advertising give an idea of what is meant by these tools.
The implementation of these specific systems is tested practically. Field studies often demonstrate the new systems` superiority compared to conventional methods.
In 2005 and 2006 research work that was done within this specialisation reached the final round of the renowned award for the best implementation of scientific findings in applied marketing – the ISMS Practice Prize.
By specific orientation, this specialisation contributes to make the success of marketing decisions easier to schedule and better to measure, so as to calculate a “Return on Marketing Investment” for example.
In addition to the actual implementation of new tools there is a focus on the importance of long-term effects in particular. For that purpose, our students are meant to conduct surveys, experiments and internet research studies, which often happen in direct cooperation with companies in the Rhine-Main area.
The six professorships of this specialisation account for the largest one of its kind in Germany. Therefore, we can offer you an education that gives you many prospects.
