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, the Department of Marketing teaches comprehensive theoretical and practical knowledge of marketing on a behavioral science basis in the form of lectures and seminars. The aim is to equip students with far-reaching scientific (methodological and conceptual) as well as transfer-based practical skills and thus qualify them for work in business practice and research.

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

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

The department focuses on the (empirical) investigation

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

Other areas of work and research in the field also include

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

In addition to teaching and research activities, the department also works with numerous companies as part of consulting, further education and training activities. The members of the department support them in the design and implementation of innovative, dialog-oriented marketing and management concepts. They also speak at international symposia, congresses and conferences on the results of the department's research activities, thereby promoting the exchange of information and experience between science and practice.