The Chair of Marketing & Media was founded in April 2010. Our research and teaching addresses state-of-the art marketing issues with economic and societal relevance with rigorous methods.

• Research

  We Are Excited About Customer Centricity!

  At the LMM, we are excited about the value potential of running an organization or business in a truly customer-centric way. Our research builds on this paradigm and applies it in various contexts, aiming to learn about customer responses to marketing stimuli and also the value such responses provide for an organization.

   

  We Are Fascinated By Media & Entertainment!

  Mirroring the title of our Chair, we are particularly curious about media: Media as the industry that produces content that excites the citizens of the planet like hardly any other product category can – with immortal movies, unforgettable songs, and games that make millions of people meet in virtuality and compete, but also with texts in literary book format or on websites like this one. Or on social media.

   

  We Are Curious About Digital/Virtual Media and Tech!

  We are also excited about media in a way that is more specific, while at the same time also more fundamental: Digital media as the carrier of information and emotions that makes the world tick since the invention of the internet, in both good and bad ways. We study digital media phenomena such as Electronic World of Mouth or EWOM (we have authored the seminal paper on the topic, which has accumulated more that 10,000 citations!), social commerce, and social media firestorms and the role these concepts play for consumers as well as for firms. Our interest here deals with consumers’ decision making in a business context, but can also go beyond that: We have authored the first Social Media & Society Report and studied how social media affects people’s loneliness (they do, and not in a good way).

  We are also curious about the technologies that transport digital information and sentiment – the internet for sure as is the case for social media and other kinds of user-generated content, but now also virtual reality (VR) and the ‘metaverse.’ We consider three-dimensional virtual environments as a powerful addition to established (two-dimensional) digital media and have made its exploration the center of the eXperimental Reality Lab at MCM, which we consider one of the world’s most innovative and productive institutions when it comes to make economic sense of the metaverse and social VR.

   

  We Strive for Excellence!

  In all these areas, the members of the Chair for Marketing & Media are striving for excellence in marketing research and are inspired by the quest for new intellectual insights and powerful solutions. We have published in the marketing discipline highest scholarly journals (e.g., Journal of Marketing) and have won several awards for our research. At the same time, we aim for the dissemination of our insights by publishing in transfer journals such as Harvard Business Manager and Business Horizons to accelerate the impact of academic work. 

  Further information about the chair's key research streams can be found here.

• Teaching

  For the Chair of Marketing & Media, providing top-level education is a top-priority issue. This refers to both teaching students in class as well as to mentoring them when it comes to writing papers and master or bachelor theses. We aim to provide knowledge and skills that are both theoretically and methodologically strong and practically relevant.  

  Our Chair teaches at all educational levels, from bachelor and master courses to doctoral and executive programs. Inspired by the concept of research-oriented teaching, our courses generally reflect our main areas of research, with our focus on the master’s level being on brands, media, and entertainment.

  At the LMM, we strongly believe in the power of interactions in the classroom – interactions are the recipe that enables us to provide excitement and inspiration beyond information!