The central goal of our teaching activities is to prepare students for future planning, management, and leadership roles in business through a balanced, research-based, and practice-oriented education. Upon graduation, students should be able to develop strategic plans based on information and data, as well as design, implement, and critically evaluate appropriate operational marketing measures.

A particular emphasis is placed on practical relevance: Theories, concepts, and methods are consistently applied to real-world problems. At the same time, we foster students' ability to work independently and develop creative solutions. Another core element is the strengthening of analytical and methodological skills, particularly through solid training in empirical research methods. Students are not only expected to apply existing knowledge but also to generate new insights on their own.

Beyond subject-specific content, we view teaching as a contribution to personal development. In seminars and project work—often in cooperation with industry partners—students actively develop social skills such as teamwork, collaborative behavior, project organization, and presentation abilities. In this way, we combine academic excellence with practical training, equipping our students to take on responsible roles in business and society.