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

Overview

Supporter

Siegfried Vögele Institut (SVI)

Academic Group at HHL

Sustainability and Competitiveness

Chairholder

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

Network

  • 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)

Courses

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

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 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.

Publications