Practical transfer at the Chair of Marketing and Digital Transformation
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.
Your cooperation options with us
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
Capstone Course
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
Winter semester 2024/2025
Management students develop marketing strategy for sustainable forest project
How can sustainable environmental projects be economically viable without jeopardising their original ecological goals? Students on the Capstone Course at Paderborn University addressed this question in the winter semester 2024/25. In cooperation with Ecosphere e. V., a non-profit organisation committed to the protection and restoration of natural ecosystems, they developed strategies for marketing an innovative sustainability project: the Living Forest. The aim was to develop a business model that combines ecological and economic sustainability.
Summer semester 2024
Management students develop donation strategies for non-profit project abroad
How can donors be recruited for volunteer projects abroad? This was the question addressed by students on the Capstone Course at Paderborn University in the summer semester of 2024. In collaboration with the non-profit organisation Smile for Children e. V., which supports an orphanage in Kenya, they developed sound online marketing strategies for approaching potential donors. Based on an interview study and existing research approaches, the students derived practical recommendations for action, which they presented directly to the organisation at the end.
Winter semester 2023/2024
Management students research market access in e-mobility and digitalisation potential in companies
How can successful market access in e-mobility be organised? And how can employees be specifically involved in digital transformation processes? Management students at Paderborn University tackled these practical questions in two projects during the winter semester 2023/2024 capstone course. In cooperation with the technology company Weidmüller, they developed well-founded strategies in two projects. While one project team investigated how local and European funding guidelines can be optimally used for the market access of charging stations, the second team analysed how employees are facing up to digital change and what potential there is for internal digitalisation within the company. The resulting recommendations for action were then passed on to the company.
Summer semester 2023
Management students at Paderborn University investigate potential for the majGREEN THG platform
How can the customer journey on THG platforms be optimised to offer e-car owners an even better service? Master's students at Paderborn University addressed this question in the capstone course of the 2023 summer semester. In cooperation with Majorel Deutschland GmbH, they analysed the potential of the company's own majGREEN platform and developed research-based recommendations for the strategic further development of the offering based on qualitative and quantitative studies.
Network
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.
