Key Research Areas

The research at the Department of Marketing focuses on the following themes:

Strategic marketing

  • Competitive dynamics
  • Marketing performance and metrics
  • Technology and innovation management
  • B2B and networks

Services marketing

  • Service management
  • Value co-creation
  • Collaborative consumption
  • Self-service technologies

Retail and Sales

  • Retail business models and retail marketing
  • Retail entrepreneurship
  • Fashion marketing
  • Sales management and pricing

Consumer behavior

  • Consumer Culture Theory (CCT)
  • Novel research methods (videography and netnography)
  • Consumer experiments
  • Digital consumption

The research conducted under the subject of marketing comprises both individual dissertation projects and research group projects.

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Page content by: | Last updated: 14.09.2016.