Michael Steiner

Chair of Marketing

Research specialisations:

• Retail
• Online retail
• Digitalisation in B2B sales
• Brand management, private labels
• Limited Editions & Scarcity
• Luxury goods marketing
• Service management, B2B services, marketing of hybrid products
• Systems, platform business models
• Innovation & technology management
• Preference measurement, recording willingness to pay
• Decisions under risk, customer protection
   

Completed:

• Health management / care of relatives
• Operations research / decision support systems, multi-attributive utility theory
• Computer science / recommender systems
• Regional development & innovation systems
• Design of eLearning systems
   

Sustainability:

• Projects on sustainable packaging design (ecological sustainability)
• Project on fair trade & buy-one-give-one
   

Marketing is understood as market-orientated corporate management. Marketing is therefore not only aimed at customers, but at all of the company's stakeholders (employees, suppliers and society as a whole). Marketing is therefore not orientated towards short-term goals, but rather strives to increase the long-term value of the company.

Publications:

M. Sc. Lisa Mottl (Research Assistant)

Tina Göge (Assistance)

Appointments

2015-
Chair at the "Chair of Marketing" at Witten/Herdecke University

2014
Deputy Professor at the "Chair of Marketing" at Witten/Herdecke University

2008-2014
Junior professor for marketing:
Consumer behaviour, communication policy and brand management
at the Marketing Centre Münster of the Westfälische Wilhelms-Universität Münster

2007-2008
Consultant in the automotive sector at TNS Infratest, Munich

2001-2007
Academic staff member at the Chair of Marketing at the
Friedrich Schiller University Jena

1995-2001
Studied Management/Intercultural Management, specialising in Marketing and International Management at Friedrich Schiller University Jena

1997
Studies at the Mercator Hogeschool Gent, Belgium

Academic career

January 2015
Appointment to the "Chair of Marketing" (Witten/Herdecke University)

March 2008
Appointment to the Junior Professorship for Marketing (Westfälische Wilhelms-Universität Münster)

January 2007
Doctoral studies with "summa cum laude" (Friedrich Schiller University Jena)

October 2001
Diploma in Business Administration (Friedrich Schiller University Jena)

Bachelor

Strategic Marketing

Marketing Management

Value-Based-Marketing (Market Orientation, Customer Management)

Market Research

Project seminars

Research seminars

Student initiatives: UW/H Ambassadors

Master S&O

Strategic Brand Management

Marketing Research Methods

Master General Management

Marketing Management

Strategic Marketing

Marketing Research Methods

• B2B
• Brand Management
• Business-to-Consumer Marketing
• Co-Branding
• Conjoint analyses
• Consumer Behaviour
• data analysis
• Data protection
• Service management
• Service Marketing
• Digital Innovations
• Digital Marketing
• Digital Transformation
• Direct Marketing
• Distribution
• e-commerce
• Retail
• Employer Branding
• Eye Tracking
• Retail management
• Influencer Marketing
• Innovation Marketing
• Industrial goods marketing
• Buying behaviour
• Communication Behaviour
• Consumer goods marketing
• Customer loyalty/customer retention
• Customer management
• Luxury
• Brand Management
• Brand image
• brand value
• Brand Marketing
• market research
• Preference measurement
• Price Management
• Privacy Concerns
• Solutions
• Strategic Marketing
• Consumer Protection
• Advertising
• Value-orientated marketing

Awards:

• Fellow for Innovative Teaching of the Stifterverband 2011

Memberships:

• DHV
• VHB
• American Marketing Association
• European Marketing Association