Mission

The research activities of the department focus on purchasing and usage behavior research as a basis for effective marketing policies of public and private institutions / companies. Accordingly, the department is behaviorally oriented, but always in a business context. We therefore understand marketing as an approach to initiate, trigger and control economically relevant transactions and transactional relationships to achieve specific objectives.  

Based on these considerations, comprehensive theoretical and practical knowledge of marketing based on behavioral science is taught at the Department of Marketing in the form of lectures and seminars. The aim is to equip students with wide-ranging, both scientific (methodological and conceptual) and transfer-based practical competencies, thus qualifying them for work in corporate practice and research. 

The department is a central part of the Institute of Business Administration at the Department of Economics and the Blockchain-Center.eu at the University of Kassel.

The head of the department is Prof. Dr. Andreas Mann. Before his appointment at the University of Kassel, he was Professor of Business Administration and Marketing at the Clausthal University of Technology. 

The department focuses on the (empirical) study

• of customer experience management and multisensual marketing (especially the use of haptic and acoustic stimuli and design possibilities)
• the acceptance of new (communication) technologies (e.g. blockchain technology) and
• of sustainable (ecological and social) purchasing behavior of consumers.

In addition, are among the department's other areas of work and research:

• Marketing communication (including dialog marketing / interactive marketing)
• Customer Intelligence Management and
• Customer and sales management

In addition to teaching and research, the department cooperates with numerous companies in the context of consulting, continuing education and training activities. The members of the department support these companies in the design and implementation of innovative, dialog-oriented marketing and management concepts. In addition, they lecture at international symposia, congresses and conferences on the results of research activities of the department and thus promote the exchange of information and experience between science and practice.