Marketing Strategy Performance: Theory, Models, and Empirical Applications

Marketing decisions and activities shape the behavior of consumers, firms, and other market participants, with important implications for businesses, markets, and society. Against the background of major corporate and societal trends such as artificial intelligence, corporate sociopolitical activism, and geopolitical tensions, understanding and evaluating these implications has become increasingly important.

Marketing scholars from different research traditions have contributed to this understanding by examining how marketing decisions (e.g., new product introductions, major price changes, investing in digital sales channels, partnering with social-media influencers) relate to consumer perceptions and behaviors ( (e.g., customer satisfaction), product-market performance (e.g., market share), financial performance (e.g., return on assets), stock-market performance (e.g., stock returns), and broader societal outcomes (e.g., sustainability).

The course provides an overview of relevant conceptual frameworks, theoretical perspectives, and empirical approaches for studying these relationships. It draws from research from different areas of marketing and emphasizes how research questions, theoretical arguments, data, and methodological choices jointly contribute to the development of relevant and rigorous marketing research. 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 and interpretation of empirical estimation results;
• Understand, categorize, critically evaluate, and integrate high-quality research in the field;
• Know key quantitative research approaches, including their scope of application, strengths, and limitations, and gain initial practical experience with selected methods and analytical tools (e.g., R or Stata);
• Develop relevant and interesting research questions with a potential for a high-quality publication.

Anmeldefrist: 30. Mai 2027

You can find more information about Prof. Dr. Simone Wies (https://www.vhbonline.org/who-is-who-in-vhb-prodok/simone-wies) and Prof. Dr. Alexander Edeling (https://www.vhbonline.org/who-is-who-in-vhb-prodok/alexander-edeling) in the ProDok lecturers‘ Who is Who section.