Key Research Areas

Acquaint yourself with our three key research areas: Customer Experience (Management), Digital Marketing and Product / Innovation Marketing.

The focus of our research lies predominantly in the areas of Customer Experience (Management), Digital Marketing & Distribution as well as Product & Innovation Marketing. Learn more about us and our research projects in these areas.


Within these three key areas, the department engages in research on the basis of national and international research cooperations, PhD theses as well as research projects with corporate partners in order to gain new insights, which benefit the discipline of business administration, corporations as well as society as a whole.


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Customer Experience (Management)

Digital Marketing & Distribution

Product & Innovation Marketing

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This image shows Lei Zhou

Lei Zhou

Research Assistant

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