We help in shaping the future of marketing: Are you looking for a flexible degree that aligns with your interests or a broad education in business administration? Our Master in Management with "Flexi-Focus" is just right for you! Please do not hesitate to contact us. Chair of Marketing and Innovation Management Office hours: By appointment
CHAIR OF MARKETING AND INNOVATION MANAGEMENT
How can we utilize new technological knowledge to develop innovative products and services that meet the demands of markets and society?
And how does marketing change when companies no longer (only) operate in physical but virtual realities?
What is the role of marketing in a world where customers increasingly interact with chatbots or avatars instead of humans?
Through our teaching we enable students to answer such questions. With our research we support managers in making decisions for sustainable business practices and responsible innovations.
Get to know our team and learn more about courses, theses, projects and much more.
NEWS
Responsible Innovation Summit
New Top Publication on Brand Engagement
Successful Dissertation Defense at the Chair of Marketing and Innovation Management
Kick-off for the practical project on resilience and efficiency in the retail grocery sector
New Journal Publication on Voice Assistant Design
Colloquium in a monastery
OUR TEAM
Discover the future of marketing
Do you have any questions?
Faculty of Business and Economics
Georg-August-Universität Göttingen
Platz der Göttinger Sieben 3
(Oeconomicum)
Secretary's Office in Room 1.206
37073 Göttingen
Tel. +49 551 39-26546
Fax +49 551 39-26547
innovationsmanagement@wiwi.uni-goettingen.de
12.06.2025
At the RIS on June 12, alumni and professors of our faculty will discuss how to transform innovation cultures towards more responsibility and sustainability.
01.06.2025
Are brand advocates the better customers? The new study by Professor Maik Hammerschmidt and international colleagues reveals that brand critics purchase more frequently from the brand while brand advocacy substitutes brand purchases.
28.04.2025
Melanie Schwede successfully defended her dissertation on the conversational design of AI agents.
16.04.2025
Master’s students are analyzing strategies for efficiency and resilience in grocery retail supply chains as part of a practical project
25.03.2025
Prof. Hammerschmidt and Melanie Schwede, together with Prof. Morana (Saarland University), have published a new article about voice assistants in the Journal of Service Management.
24.03 - 25.03.2025
Doctoral researchers and professors from the universities of Münster, Hannover, Karlsruhe, and Göttingen came together in Bestwig for an interuniversity research colloquium in the field of marketing.
Watch video