Marketing at TUM

Marketing is essential for firm growth. Marketing creates, communicates, and sustains business value. Understanding and addressing customers’ needs is critical to maintaining a competitive advantage.

Our research focuses on how changes in technology and in society drive new marketing phenomena. Our research interests include customer empowerment and integration, process and production innovation, consumer response to novel marketing strategies and tactics, and psychological and behavioral consequences of digitization, automation, and marketplace alienation. We strive to develop theory with practical implications for decision-makers: managers, consumers, and all other stakeholders. We are always looking for industry partners.

Collaboration with companies is essential for pushing theoretical and practical knowledge into the field.