The transfer of scientific findings into business practice is of particular importance to us. In our research and teaching, we therefore work regularly and in a variety of ways with regional and international companies from different sectors.

In research, teaching and science transfer, the Chair of Marketing and Digital Transformation regularly works on cooperation projects with companies from a wide range of industries and sectors (business-to-consumer and business-to-business). Projects include the statistical analysis of company data, the design, implementation and evaluation of qualitative and quantitative customer surveys as well as the design of marketing strategies and operational marketing measures. In the past, projects on the design of loyalty programs, the management of customer loyalty, customer satisfaction and customer value as well as online marketing strategies have been successfully implemented with a wide range of practice partners. The professorship also offers management workshops on various relationship marketing topics. For example, Prof. Dr. Lena Steinhoff conducted a workshop on “Understanding and Designing Effective Loyalty Programs” at the Center for Sales and Marketing Strategy at the University of Washington in 2016 with around 60 executives from various companies and industries.

Cooperation opportunities exist in three different areas:

• Research:
  • Joint research projects
  • Analysis of company data according to the latest scientific standards
• Teaching:
  • Student projects (e.g. Capstone Course)
  • Guest lectures
• Science transfer (e.g. further training for company employees):
  • Lectures on marketing concepts and methods
  • Workshops on marketing concepts and methods

Once a year in the winter semester (period: mid-October to the end of January), the Chair of Marketing and Digital Transformation organises the Capstone Course module with changing cooperation partners. This is a practical project as part of the Master's degree programme in Business Administration "M.Sc. Management". The aim is to train the application and transfer skills of Master's students and prepare them for their career entry.

As part of the module, 20-40 advanced Master's students with different specialisations in the field of management (marketing, organisational development, human resource management) work on management-relevant issues of the practice partner using economic concepts and methods, they act as student consultants for the practice partner and develop recommendations for action and solutions.

Would you like to become our next cooperation partner in the Capstone Course? Please contact us: marketing-dt@wiwi.uni-paderborn.de

The Chair of Marketing and Digital Transformation is part of various regional, national and international networks to strengthen the transfer of knowledge between marketing practice and research.