In research and teaching, the Chair of Marketing and Digital Transformation, regularly works on cooperation projects with companies from various business-to-consumer and business-to-business industries. 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. The Chair also offers manager workshops on various relationship marketing topics. For example, in 2016, 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 with around 60 executives from various companies and industries. She is also a Research Fellow of the Sales & Marketing Strategy (SAMS) Institute. Founded in 2019, the institute promotes networking and collaboration between research and practice.

Exemplary cooperation projects

• Loyalty programmes
• Customer loyalty
• Customer satisfaction
• Customer value
• Marketing strategy
• Online marketing

Research:

• Joint research projects

Teaching:

• Guest lectures
• Student projects (Capstone Course)

Continuing education:

• Lectures
• Workshops