The Chair of Marketing and Innovation is dedicated to exploring how marketing can create value for consumers, companies, and society. Its research and teaching address how marketing strategies can respond to the opportunities and challenges of a rapidly changing world—shaped by digital technologies, climate change, and societal transformation. A key priority of the chair is fostering an interdisciplinary approach to the field.

Research activities center on how different marketing instruments influence decision-making processes. The focus lies on how information provided by companies is processed and used by consumers. The aim is to support both companies and consumers in making better decisions. Current projects examine behavior in virtual environments, the effectiveness of marketing measures to reduce food waste, and the determinants of sustainable consumption behavior—contributing to the fields of digitalization and sustainability.

In teaching, the chair is committed to offering a balanced, research-based, and practice-oriented marketing education. Building on extensive teaching experience, the curriculum covers the full spectrum of the discipline—from foundational courses to advanced modules on innovative and current topics in both German and English.

In addition, the chair actively engages in Third Mission activities. Research findings are shared with the broader public and exchanged with companies and institutions through close collaboration between academia and practice.