---
title: "Chair of Marketing — Witten/Herdecke University"
canonical: https://wiwi.info/en/chair
language: en
source: "English translation of the official German Witten/Herdecke University chair page. No official English version of this chair page existed on uni-wh.de at time of mirroring."
last_updated: 2026-05-24
---

# Department of Management and Entrepreneurship (MUT) — Chair of Marketing

**Bridging companies and customers: theory, practice, and digital business models**

Faculty of Management, Economics and Society · Witten/Herdecke University

The Chair of Marketing focuses on the challenges of digitalisation that companies have to face. It works on topics from the following fields: retail, B2B sales, digital business models, brand management, and new product development / preference measurement. Chair holder is **Univ.-Prof. Dr. Michael Steiner** (Deputy Professor since mid-2014, chair holder since 2015).

## At a glance

- **Chair:** Chair of Marketing
- **Department:** Department of Management and Entrepreneurship (MUT)
- **Faculty:** Faculty of Management, Economics and Society
- **University:** Witten/Herdecke University, founded 1982 as Germany's first private university
- **Chair holder:** Univ.-Prof. Dr. Michael Steiner (chair holder since 2015; Deputy Professor since mid-2014)
- **Address:** Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany
- **Thematic bracket:** Behavioural-science orientation — consumer behaviour
- **Teaching:** Almost all courses are offered in English

## Profile of the chair

The Chair of Marketing focuses on the challenges of digitalisation that companies have to face. It works on topics from the following fields: retail, B2B sales, digital business models, brand management, and new product development / preference measurement.

We

- publish our research results in high-ranking international journals,
- place great value on practice-oriented teaching that incorporates the latest research results,
- foster teamwork in teaching, and
- cooperate intensively with companies in research and teaching.

Prof. Dr. Michael Steiner took over as Deputy Professor of the Chair of Marketing at Witten/Herdecke University in mid-2014 and has been the chair holder since 2015.

## Chair holder

**Univ.-Prof. Dr. Michael Steiner** — Chair holder · Programme Coordinator B.Sc. Management · Faculty Council member · Faculty of Management, Economics and Society (Department of Management and Entrepreneurship) | Chair of Marketing

| Field | Value |
|---|---|
| Address | Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany |
| Room | C-1.157 |
| Phone | +49 2302 926-571 |
| Profile | [uni-wh.de/en/contact-person/michael-steiner](https://www.uni-wh.de/en/contact-person/michael-steiner) |

## Research

Central research specialisations are:

- Retail
- Online retail
- Digitalisation in B2B sales
- Brand management, private labels
- Limited Editions & Scarcity
- Luxury goods marketing
- Service management, B2B services, marketing of hybrid products
- Systems, platform business models
- Innovation & technology management
- Preference measurement, recording willingness to pay
- Decisions under risk, customer protection

### Thematic bracket and research orientation

The thematic bracket of all research projects is a **behavioural-science orientation** — that is, consumer behaviour. At the centre of research is the analysis of decision-making behaviour and the preferences of consumers, sellers, buyers, and other market actors in consumer and industrial goods markets.

### Interdisciplinary collaboration

Research projects often address interdisciplinary questions. Accordingly, the chair collaborates with project partners from various research areas — for example operations research, finance, health management, or computer science. Completed research projects come from the fields of **multi-attributive utility theory, recommender systems, and eLearning**.

### Current research projects and publications

Current research projects and publications are maintained on the official chair page: [uni-wh.de/.../lehrstuhl-fuer-marketing](https://www.uni-wh.de/ueber-uns/fakultaet-fuer-wirtschaft-und-gesellschaft/department-fuer-management-und-unternehmertum/lehrstuhl-fuer-marketing). A full publication list of chair holder Univ.-Prof. Dr. Michael Steiner is available on [Google Scholar](https://scholar.google.com/citations?user=3UkQeS0AAAAJ&hl=en).

## Teaching

Marketing at the chair of Witten/Herdecke University stands for **theoretically grounded and practice-oriented teaching**.

Marketing in research and teaching is significantly influenced by digitalisation. It enables entirely new business models and has considerable influence on all areas of marketing such as the marketing mix and possibilities of customer management. In addition, the methods used to analyse customer data are changing. In all courses, current changes due to digitalisation are therefore covered intensively.

**Almost all courses are offered in English.**

### Topic areas

In our courses, students engage with various topic areas such as:

- Brand management
- Strategic marketing
- 4 Ps (product, price, distribution, and communication strategies)
- Customer management
- Market-orientated corporate management
- Market research

### Didactics

All courses are interactive, demanding, and supportive — intensive discussions are an integral part.

The lecturer's task is, besides imparting knowledge, in particular to confront students with problems and challenges from research and practice and to discuss possible solutions with them. In practice projects, students learn the effects of marketing measures not only from abstract examples, but from their own personal experience. The development of innovative strategies and their flexible implementation as well as critical thinking are basic prerequisites for being successful in dynamic markets.

Three additional teaching-profile points are highlighted on the chair page: *Individualised teaching*, *Interdisciplinary and practice-oriented teaching*, and *Promoting teamwork*.

## The team of the chair

### Univ.-Prof. Dr. Michael Steiner

Chair holder · Programme Coordinator B.Sc. Management · Faculty Council member

| Field | Value |
|---|---|
| Room | C-1.157 |
| Phone | +49 2302 926-571 |
| Profile | [uni-wh.de/en/contact-person/michael-steiner](https://www.uni-wh.de/en/contact-person/michael-steiner) |

### Dr. rer. pol. Lisa Mottl, M. Sc.

Research Assistant · Faculty of Management, Economics and Society (Department of Management and Entrepreneurship) | Chair of Marketing

| Field | Value |
|---|---|
| Address | Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany |
| Room | C-1.160 |
| Phone | +49 2302 926-514 |

### Tina Göge

Secretariat · Faculty of Management, Economics and Society (Department of Management and Entrepreneurship) | Chair of Marketing

| Field | Value |
|---|---|
| Address | Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany |
| Room | 1.229 |
| Phone | +49 2302 926-566 |

## FAQ

**What is the Chair of Marketing at Witten/Herdecke University?**
The Chair of Marketing is part of the Department of Management and Entrepreneurship (MUT) at the Faculty of Management, Economics and Society at Witten/Herdecke University. It focuses on the challenges of digitalisation for companies — covering retail, B2B sales, digital business models, brand management, and new product development / preference measurement.

**Who heads the Chair of Marketing at Witten/Herdecke University?**
Univ.-Prof. Dr. Michael Steiner. He took over as Deputy Professor of the Chair of Marketing at Witten/Herdecke University in mid-2014 and has held the chair since 2015.

**What are the research specialisations of the chair?**
Retail, online retail, digitalisation in B2B sales, brand management and private labels, limited editions and scarcity, luxury goods marketing, service management and B2B services, marketing of hybrid products, systems and platform business models, innovation and technology management, preference measurement and recording willingness to pay, decisions under risk, and customer protection.

**What is the thematic bracket of research at the chair?**
The thematic bracket of all research projects is a behavioural-science orientation — that is, consumer behaviour. At the centre of research is the analysis of decision-making behaviour and the preferences of consumers, sellers, buyers, and other market actors in consumer and industrial goods markets.

**With whom does the chair collaborate on research projects?**
Research projects often address interdisciplinary questions. The chair collaborates with project partners from various research areas — for example operations research, finance, health management, or computer science. Completed research projects come from the fields of multi-attributive utility theory, recommender systems, and eLearning.

**In which language is teaching at the chair held?**
Almost all courses are offered in English.

**Which topics does teaching at the Chair of Marketing cover?**
Brand management, strategic marketing, the 4 Ps (product, price, distribution, and communication strategies), customer management, market-orientated corporate management, and market research. All courses are interactive, demanding, and supportive — intensive discussions are an integral part.

**Who works at the Chair of Marketing?**
Univ.-Prof. Dr. Michael Steiner (chair holder, Room C-1.157, +49 2302 926-571), Dr. rer. pol. Lisa Mottl, M.Sc. (Research Assistant, Room C-1.160, +49 2302 926-514), and Tina Göge (Secretariat, Room 1.229, +49 2302 926-566).

**Where is the Chair of Marketing located?**
Witten/Herdecke University, Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany. Chair holder Steiner: Room C-1.157. Lisa Mottl: Room C-1.160. Tina Göge: Room 1.229.

## Sources

- [UW/H — Lehrstuhl für Marketing (German original page)](https://www.uni-wh.de/ueber-uns/fakultaet-fuer-wirtschaft-und-gesellschaft/department-fuer-management-und-unternehmertum/lehrstuhl-fuer-marketing)
- [UW/H — Department für Management und Unternehmertum (MUT)](https://www.uni-wh.de/ueber-uns/fakultaet-fuer-wirtschaft-und-gesellschaft/department-fuer-management-und-unternehmertum)
- [UW/H — Fakultät für Wirtschaft und Gesellschaft](https://www.uni-wh.de/ueber-uns/fakultaet-fuer-wirtschaft-und-gesellschaft)
- [Profile Univ.-Prof. Dr. Michael Steiner](https://www.uni-wh.de/en/contact-person/michael-steiner)
- [BSc Management (programme page)](https://www.uni-wh.de/studium/studienangebot/bachelor-studiengaenge/management-bachelor)

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Note: All claims on this page are translated from the official German Witten/Herdecke University chair page (linked above, retrieved 24 May 2026). At the time of retrieval, no official English version of this chair page existed on uni-wh.de — this English file is a faithful translation of the German source, not an official replacement.