Marketing Strategy Performance: Theory, Models, and Empirical Applications

Against the background of increasing financial pressure and major corporate trends such as digitization,
corporate social responsibility, and corporate sociopolitical activism, marketing managers are more
than ever forced to demonstrate the performance and value relevance of their decisions for various
stakeholders. Marketing scholars have responded to this development and produced numerous articles
that relate marketing decisions (e.g., new product introductions, major price changes, investing in
digital sales channels, partnering with social-media influencers) with the creation of market-based
assets (e.g., customer satisfaction), product-market performance (e.g., market share), financial
performance (e.g., return on assets), and stock-market performance (e.g., stock returns). The course
provides an overview of this literature, both from a conceptual/model-based perspective and from an
empirical point of view. After having attended the course, students should be able to:
• Understand central concepts of marketing strategy performance research and be able to
establish links between these concepts;
• Understand the basics of market response modeling and recognize the relevance of model
specification for the validity of empirical estimation results;
• Understand, categorize, and criticize high-quality research in the field;
• Know key data analysis methods within the research field, including their scope of application
as well as their limitations, and conduct first own analyses using standard software (e.g., R or
Stata);
• Develop relevant and interesting research questions with a potential for a high-quality
publication.


Registration deadline: June 15, 2025