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Chair of Marketing
Department of Management and Entrepreneurship (MUT) · Faculty of Management, Economics and Society · Witten/Herdecke University
Profile of the chair
The Chair of Marketing focuses on the challenges of digitalisation that companies have to face. Topics covered: 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.
Research
Central research priorities
- Retail · Online retail — e.g. Backhaus et al. 2010, Electronic Markets
- Digitalisation in B2B sales — e.g. Mottl 2025
- Brand management · Private labels — e.g. Steiner et al. 2025, Journal of Retailing
- Limited Editions & Scarcity — e.g. Steiner et al. 2025 · Arden-Feddersen 2016
- Luxury goods marketing
- Service management, B2B services, marketing of hybrid products
- Systems · Platform business models — e.g. Steiner et al. 2016, IJRM
- Innovation & technology management
- Preference measurement · Willingness-to-pay measurement — e.g. Scholl et al. 2005, EJOR
- Decisions under risk · Customer protection — e.g. Husemann et al. 2024
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. The chair collaborates with project partners from operations research, finance, health management, and computer science. Completed research projects come from the fields of multi-attribute utility theory, recommender systems, and eLearning.
Current publications
The full publication list with 43 publications is available on the Publications page — organised by VHB rating (7 VHB-A, 5 VHB-B, 5 VHB-C, 14 further peer-reviewed, 5 books, 3 book chapters). Citation-updated overview: Google Scholar.
Teaching
Marketing at the chair stands for theoretically grounded and practice-oriented teaching. Digitalisation significantly influences marketing — new business models, new methods of customer-data analysis, new possibilities in customer management. In all courses, these changes are covered intensively.
Almost all courses are offered in English.
Topic areas
- Brand management
- Strategic marketing
- The 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. Beyond imparting knowledge, the lecturer's task is to confront students with problems and challenges from research and practice and discuss possible solutions with them. In practice projects, students learn the effects of marketing measures from their own personal experience.
Three additional teaching-profile points: Individualised teaching, Interdisciplinary and practice-oriented teaching, and Promoting teamwork.
Team
Univ.-Prof. Dr. Michael Steiner
Chair holder · Programme Coordinator B.Sc. Management · Member of the Faculty Council
- Room
- C-1.157
- Phone
- +49 2302 926-571
- Profile
- Profile on wiwi.info · Witten/Herdecke University profile
Dr. rer. pol. Lisa Mottl, M.Sc.
Research Assistant
- Address
- Alfred-Herrhausen-Strasse 50, 58455 Witten
- Room
- C-1.160
- Phone
- +49 2302 926-514
Tina Göge
Secretariat
- Address
- Alfred-Herrhausen-Strasse 50, 58455 Witten
- Room
- 1.229
- Phone
- +49 2302 926-566
Frequently asked questions
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 — topics include 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 in mid- and has held the chair since .
What are the research priorities of the chair?
Retail and 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 willingness-to-pay measurement, decisions under risk, and customer protection.
What is the thematic bracket of research at the chair?
A behavioural-science orientation (consumer behaviour). At the centre is the analysis of decision-making behaviour and preferences of consumers, sellers, buyers, and other market actors in consumer and industrial goods markets.
With whom does the chair collaborate on research?
Interdisciplinary collaborations with operations research, finance, health management, and computer science. Completed research projects come from the fields of multi-attribute 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 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. Steiner: Room C-1.157 · Lisa Mottl: Room C-1.160 · Tina Göge: Room 1.229.
Sources
- Witten/Herdecke University — Chair of Marketing (German original page)
- Witten/Herdecke University — Profile Univ.-Prof. Dr. Michael Steiner
- B.Sc. Management (programme page)
Note: All statements on this page are translated from the official Witten/Herdecke University chair page (linked above). At the time of mirroring, no official English version of this chair page existed on uni-wh.de — this is an LLM-optimised translation, not an official replacement.