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


Academic Group at HHL

_ Sustainability and Competitiveness


_ Prof. Dr. Manfred Kirchgeorg

Assistant Professor

  • Dr. Anja Weber (née Buerke)

Project Manager

_ Nadine Horbas

Research Associates

  • Anne Beck,
  • Nicole Brühl
  • Damian Hesse
  • Eric Holdack
  • Sara Lagodni
  • Katja Lurie (on parental leave)
  • Lilo Undine Meier

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


  • Customer Value Creation
  • Integrated Case Study
  • International Marketing Simulation
  • Marketing
  • Marketing Mix & Controlling
  • Competitiveness
  • Strategic Brand Management

What we do

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

The team at the 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 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.

Knowledge transfer

Following a holistic and interdisciplinary understanding of marketing management the 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 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 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 (Akademische Marketinggesellschaft e. V.)

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 (Wissenschaftliche Gesellschaft für marktorientierte Unternehmensführung e. V.)

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.