Relevant research areas in Marketing

The ambition of the research program in marketing is to conduct cutting-edge fundamental and applied research within and across the three main disciplines in the field of marketing: strategy, modeling and consumer behavior. The main goal is to consolidate the position of the program in the top ten research groups in this field in Europe.

The aim is to study real-world marketing problems in a theory-driven, rigorous, scientific manner.

Projects often deal with rich empirical data, joining a strong theoretical foundation with sophisticated methodology. In addition, a growing proportion of researchers conduct experimental studies in the lab.

Research lines are:

• consumer behaviour
• modelling
• strategic marketing