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Graduate Seminar in Marketing Strategy


This Ph.D. marketing strategy seminar is intended to be an introduction to the substantive literature in marketing. In a nutshell, marketing strategy deals with marketing related questions where the dependent variable is some sort of ‘performance’ metric (e.g. market share, click rate, customer acquisition rate, etc.). You will find that marketing strategy is quite interdisciplinary and as such, you will be exposed to readings from economics, sociology, psychology, and the organizational sciences in addition to the marketing literature. Also marketing strategy research occurs at many interesting levels of analysis, including the individual, dyad, firm, inter-organizational, and industry level. You will be exposed to a variety of research designs and techniques, including surveys, experiments, quasi-experiments, qualitative and secondary data.
Besides getting to know certain substantive domains in marketing strategy, the course will also emphasize the “how to” of generating ideas, evaluating their research potential, crafting an approach to operationalize the ideas, executing a research plan, writing up and presenting the research for maximal impact, and pursuing the research through the review process and into publication form. Further information you will find here

Substantively (and depending on the number of students in this course), we will delve into the following substantive topics:

  • Social Media strategy
  • Advertising (content)
  • Dynamic (and differentiated) pricing
  • Customer acquisition strategy
  • Customer retention/winback strategy
  • Online buying behavior
  • Sales force strategy and management (B-to-B)
  • Services and solution strategies (B-to-B)

Students who want to attend this course need to register.

Doctoral students: The deadline for registration is April 12, 2021. Please send an email to Patrizia Goltz ( which should inform about: 

  • your name
  • your contact email address
  • whether you are a CGS doctoral student or a doctoral student of the Faculty of Management, Economics and Social Sciences or a master student
  • the supervisor of your doctoral thesis and topic
  • very briefly your experience in statistics/econometrics and empirical research

Master students (PO 2015): You need to register via KLIPS 2.0 within the second “Belegungsphase” 05. März 2021 – 24. März 2021 ( In addition, please send an email to Patrizia Goltz ( which should inform about: 

  • your name
  • your contact email address
  • your specialisation/major
  • very briefly your background in statistics/econometrics and empirical research