SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management

Prof. Dr. Manfred Kirchgeorg


SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management


Siegfried Vögele Institut (SVI)

Academic Group at HHL

Sustainability and Competitiveness


Prof. Dr. Manfred Kirchgeorg

Assistant Professors

Dr. Silko Pfeil, Dr. Anja Weber (née Buerke)

Project Manager

Nadine Horbas

Research Associates

Rico Bornschein, Damian Hesse, Eric Holdack, Anna-Katharina Jäger, Katja Lurie, Rico Manß,
Xisi Yang



Research Areas

E-Commerce and Cross-Media Management
Holistic Branding
Sustainability Marketing


Wissenschaftliche Gesellschaft für marktorientierte Unternehmensführung e.V. (Academic Society for Market-Oriented Business Leadership)
Akademische Marketinggesellschaft e. V. (Academic Marketing Association)
Harvard Business School, Institute for Strategy and Competitiveness
BioEconomy Cluster Central Germany
Institut für Praktische Journalismusforschung (Institute for Applied Journalism Research)
Sustainablility Research Group (Leibniz Universität Hannover, Universität Potsdam, GfK Verein)




Consumer Behavior & Marketing Research
Efficient Marketing Mix Planning
Marketing & Customer Relationship Management
Marketing Management
Marketing Strategy & Brand Management
Microeconomics of Competitiveness
Service & Retail Marketing


In times of change, we consistently combine academic and didactic brilliance with creative, responsible, out-of-the-box thinking.

The team at the SVI-Endowed Chair of Marketing sees itself as an academic service partner with a commitment to excellence.

In today's world, marketing managers must meet challenges such as digitization and climate change with in-depth vertical and horizontal expertise. They must also be prepared to question traditional tools and methods. It takes courage, perseverance and a good deal of responsibility to tread new paths in research and education.

Such exacting demands can only be met by a team whose excellence is rivaled only by their dedication. The team at the SVI-Endowed Chair of Marketing combines an outstanding profile of academic achievements with hands-on international business experience. Bridging the gap between the scientific and business communities has become second nature to them.

Research projects funded by internal and external resources are grouped into three distinct fields. Companies and institutions alike value the chair‘s scientific expertise and its role as a sparring partner who is not afraid to think outside the box.

Collaboration between academics and practitioners can take all kinds of different forms, including hands-on student projects, master's theses, the preparation of corporate case studies, workshops, consulting projects and even the launch of new research groups. The chair’s team would be happy to supply interested parties with a list of references that testify to their application-oriented consulting and research capabilities.


The SVI-Endowed Chair of Marketing offers general and specialized elective courses in the Master of Science and MBA programs. The courses are rooted in the decision-oriented approach of marketing management and cover every phase of the marketing management process. All HHL students are given a basic introduction to marketing management.

The SVI-Endowed Chair of Marketing offers the following courses:

Consumer Behavior & Marketing Research

The aim of this course is to provide a thorough understanding of the theoretical foundations of buying behavior and marketing research. The students should be able to evaluate various consumer behavior models and to analyze buying behavior by applying various marketing research tools and multivariate methods. Furthermore, students have to transfer their knowledge into practice to gain applied experience in market research methods. The students should be equipped to design, develop and implement questionnaires in order to apply this and other forms of marketing research tools in project work.


E-Business refers to the use of electronic means to conduct an organization's business internally and/ or externally. Due to technological advancements, such as progressing digitization or growing amount of data, the rules of gaining competitive advantages change completely. This eventually also influences profitability. This course is designed to give students an understanding of some of the core attributes of strategic decision-making in organizations where E-Business processes play a crucial role. Therefore, the decision-oriented management approach is analyzed from the perspective of E-Business enterprises. 

Efficient Marketing Mix Planning

A competitive marketing strategy requires the implementation of a complex set of appropriate and controllable tactical marketing tools (marketing mix). An effective marketing mix blends marketing tools into a coordinated marketing program designed to achieve specific marketing objectives. Within the course theoretical models are presented for efficient planning and coordinating of the marketing instruments (product, price, distribution, communication). Students explore appropriate theoretical and conceptual frameworks, while adopting a managerial perspective to discuss and to evaluate efficient marketing mix options.

Marketing & Customer Relationship Management

This advanced marketing course delivers an integrated approach to marketing from a managerial viewpoint. It draws on behavioral and economic concepts to analyze and develop frameworks for decision making and to implement marketing as well as customer relationship concepts. The focus on the impacts of marketing and of customer relationship management provides a fuller appreciation of marketing management’s key role in an organization. Linkages to other organizational functions are addressed and discussed in an integrated management approach.

Marketing Management

The overall objective of this course is to convey the basic principles of marketing as well as selected special issues in marketing management. The general course structure will follow a decision-based management approach showing how to structure, solve and implement marketing-based tasks as well as problems step-by-step.

Marketing Strategy & Brand Management

Branding is one of the most important and complex marketing strategies. The aim of the course is to develop a deep understanding of brand management models and the planning, positioning, coordination and implementation of appropriate brand strategies. The students also learn how to measure and preserve brand equity.

Microeconomics of Competitiveness

The course Microeconomics of Competitiveness: Firms, Clusters and Economic Development explores the determinants of competitiveness and successful economic development viewed from a bottom-up perspective. While sound macroeconomic policies, stable legal and political institutions, and improving social conditions create the potential for competitiveness, wealth is actually created at the microeconomic level. The sophistication and productivity of firms, the vitality of clusters and the quality of the business environment in which competition takes place are the ultimate determinants of a nation’s or region's productivity. 

Service & Retail Marketing

The service and retail sector constitutes the largest and fastest-growing segment of the world economy. In comparison to manufacturing physical goods, service organizations (e. g. tourism, professional services, banks, hospitals, hotels) and retail companies (e. g. discounter, department stores, mail order firms, shopping centers) require a distinctive approach to marketing management. This course addresses the special needs and marketing problems of the industry segment and is especially designed for students who are interested in working in service or retail companies. Theoretical concepts of service and retail management are discussed and evaluated.


Five firm beliefs about current developments in marketing underpin the chair’s research program:

  • A knowledge of behavioral theory lays the foundation for marketing.
  • Research findings are always linked to decision-oriented implications.
  • Driven by digitization, customer relationships will be initiated and cultivated across a broad spectrum of communication and distribution channels – all of which makes cross-media analyses supremely important.
  • Competitive pressures and the sheer diversity of tools make it imperative to analyze the effectiveness and efficiency of marketing activities.
  • Discontinuities arising from systemic changes in society and the environment are confronting marketing with fundamentally new challenges.

In light of these convictions, the chair focuses its projects on three specific research fields and seeks to systematically identify areas where these research fields overlap.

Sustainability Marketing

Despite considerable advances in environmental protection, the climate continues to change and natural resources are growing ever more scarce. These facts place an obligation on marketing management to make a significant contribution to meeting sustainability targets. To realize this goal, the needs of society and the environment must be intelligently linked to economic performance objectives.

Professor Manfred Kirchgeorg was an early thought leader on environmental and sustainability marketing, initiating research projects in this field as far back as the 1980s. The SVI-Endowed Chair of Marketing can thus draw on a pool of outstanding research expertise that has been steadily accumulated over three decades. As a logical consequence, sustainability considerations are factored into all of the chair's research fields and are integral to its understanding of marketing.

The chair’s research projects concentrate on both, established branches of industry and forward-looking markets such as bioeconomics, energy management, sharing-economy and new retail concepts.

Holistic Branding

Although brand management has already been a focus of marketing research for decades, the investigation of holistic brand management in complex stakeholder environments is still at a very early stage. Since the late 1990s, the chair has therefore concentrated its efforts in the field of holistic branding on systematic research for all kinds of brands in complex stakeholder environments.

Modern brand management poses huge challenges to marketing managers. These challenges arise from the complex characteristics of branded objects, their relevance to multiple target groups, their appeal to multi-sensual perceptions and the pronounced secondary effects of brand profiling.

The chair’s research is consistently based on an identity-oriented understanding of brand management and is open to interdisciplinary touchpoints. Over the past decade, the team has specifically cultivated expertise in the areas of employer branding, sustainability branding and cluster branding.

E-Commerce and Cross-Media Management

Digital distribution and communication channels are increasingly important for the establishment and cultivation of customer relationships. The SVI-Endowed Chair of Marketing has concerned itself with these channels since the late 1990s, beginning with different forms of live communication and their impact. The initial focus was on brand lands, shopping centers and trade fairs as typical tools of live communication.

Over the past decade, internet-based forms of communication and distribution have experienced very rapid development. Forceful advances in the use of e‑commerce via stationary and mobile devices in many industries raise an important question: How can new media be integrated in multi or omnichannel strategies? Carefully coordinated and efficient cross-media customer relationship management has thus emerged as a major success factor.

In the research field E-Commerce and Cross-Media Management the various forms of e‑commerce are explored in relation to established distribution and communication channels. The traditional breakdown of marketing tools – into distribution and communication channels – does not apply, because customers alternate between all available touchpoints with a brand or company. So-called customer journey analyses prove this point conclusively, hence the focus of our research work on cross-media analysis and the coordination of all customer contacts.

Knowledge Transfer

Following a holistic and interdisciplinary understanding of marketing management the SVI-Endowed Chair of Marketing is on the one hand interested in testing its market-oriented and empirical research through close cooperation with companies. On the other hand, companies demand for theory based research to implement new approaches and ideas.

Therefore, the SVI-Endowed Chair of Marketing is highly engaged to transfer its frameworks, approaches and research findings into business practice. Not only are guest speakers invited to lectures and seminars, Prof. Manfred Kirchgeorg is also a highly coveted speaker in meetings, conferences and expert rounds. 

In addition, intensive involvement in and an active commitment to nurturing networks has been a hallmark of the SVI-Endowed Chair of Marketing ever since its inception. The networks outlined below specifically support the chair's educational and research activities. Above and beyond these organizations, the members of the team also participate in a wide range of other associations and networking activities.

Academic Marketing Association

The Academic Marketing Association (Akademische Marketinggesellschaft e. V.) was founded by a group of doctoral students at the SVI-Endowed Chair of Marketing. It aims to promote research and education at the chair and to serve as a platform for professional, scholarly and personal dialogue. Its members – current and former doctoral students of the chair – work in many different areas of marketing, including top executive positions at international corporations.

Academic Society for Market-Oriented Business Leadership

The Academic Society for Market-Oriented Business Leadership (Wissenschaftliche Gesellschaft für marktorientierte Unternehmensführung e. V.) was founded at the University of Münster in the early 1980s by Professor Heribert Meffert and a group of renowned entrepreneurs. It is a cross-industry platform that promotes the sharing of experience between academics and top decision-makers in the business community. The society applies itself to fundamental and topical issues in marketing and business leadership and seeks to translate scientific solution strategies into practical, workable solutions. Its office moved to Leipzig in 2006 and Prof. Manfred Kirchgeorg took over the role of an academic coordinator, since when the society has been affiliated to the SVI-Endowed Chair of Marketing.

Siegfried Vögele Institute

The SVI-Endowed Chair of Marketing began its active association with other chairs endowed by the Siegfried Vögele Institute (a subsidiary of Deutsche Post AG) in October 2013. One aspect of this network's activities is to share research findings and insights, especially in the fields of cross-media management, dialogue marketing, direct marketing and e‑commerce. At the same time, the chair contributes its specific expertise in sustainability marketing and holistic branding in the context of events, conventions, doctoral colloquiums and panel discussions.


Prof. Dr. Manfred Kirchgeorg
Chairholder | Academic Director HHL Executive Education
T +49 341 9851-680
F +49 341 9851-684
Anna Maria Eberhart
Team Assistant
T +49 341 9851-680
Dr. Silko Pfeil
Assistant Professor
T +49 341 9851-683
F +49 341 9851-684
Dr. Anja Weber (née Buerke)
Assistant Professor
T +49 341 9851-682
F +49 341 9851-684
Rico Bornschein, M.Sc.
Research Associate
T +49 341 9851-657
F +49 341 9851-684
Damian Hesse, M.Sc.
Research Associate
T +49 341 9851-790
F +49 341 9851-684
Eric Holdack, M.A.
Research Associate
T +49 341 9851-695
F +49 341 9851-684
Dipl.-Kffr. Nadine Horbas
Project Manager
T +49 341 9851-654
F +49 341 9851-684
Anna-Katharina Jäger, M.A.
Research Associate
T +49 341 9851-792
F +49 341 9851-684
Katja Lurie, M.Sc.
Research Associate
T +49 341 9851-681
F +49 341 9851-684
Rico Manß, M.Sc.
Research Associate
T +49 341 9851-791
F +49 341 9851-684
Xisi Yang, M.Sc.
Research Associate
T +49 341 9851-698
F +49 341 9851-684

Accreditation & Rankings

Among the leading EMBA
programs worldwide

Top 5 in Germany

Most International University
in Germany

#1 for Entrepreneurship
in Germany