Department of Marketing


Restriction of campus operations

Mar 20, 2020

As of April 6, 2020 you will be able to find digital teaching material in OLAT. The start of face-to-face lectures will be announced at a later date. Examination forms and examination periods for the summer term 2020 have not yet been determined.

Find further information here and on the faculty website.

Eingeschränkte Erreichbarkeit

Mar 16, 2020

Wegen der Vorsichtsmaßnahmen in der Corona-Krise sind wir momentan per Telefon schlecht erreichbar. Bitte schreiben Sie E-mails mit Ihren Anliegen oder Fragen.

Wir bemühen uns, jeweils zeitnah zu antworten.

Bleiben Sie gesund!

Ihre Professur für Marketing

Klausureinsicht -- Inspection of written exams

Mar 03, 2020

Klausureinsicht für den 1. Prüfungszeitraum des WS 19/20

Die Klausuren des ersten Prüfungszeitraums können eingesehen werden an folgenden Terminen:

Am Dienstag, den 10. März von 10 - 12 Uhr,

am Donnerstag, den 12. März von 14:30 - 16:30 Uhr.

Bitte kommen Sie dazu ins Sekretariat, Westring 425, Raum 103, und bringen Ihren Ausweis mit.

Die Termine dienen ausschließlich der Einsichtnahme, nicht aber der Diskussion der Ergebnisse.


English version:

Written exams of the first examination period of the winter term may be inspected at the following days

Tuesday, March 10th, from 10 - 12 a.m.

Thursday, March 12th, from 2:30 - 4:30 p.m.

For this purpose please come into the secretariat, Westring 425, room 103, and bring with you your identity card.

The consultation hours  are meant for inspection only - not for discussions.


Unterstützt die Professur bei einer spannenden Online-Studie! 10€ Vergütung

Feb 11, 2020

Gemeinsam mit der Professur für Marketing sucht der Lehrstuhl für praktische Philosophie Probanden für eine wissenschaftliche Studie, bei der es um die Untersuchung von Verbraucherrollen geht. Für die Teilnahme an der Studie gibt es 10€ Vergütung.

Einzige Voraussetzung: Du hast schon einmal AirBnB Carsharing, kooperative Werkstädten, eBay Kleinanzeigen oder sonstige Sharing Angebote wahrgenommen!

Hier geht es zur Umfrage: Link

Bitte beachten: Falls ihr an der Studie im Experimentallabor "KEEL" vom 22.01.-28.01. teilgenommen habt, seid ihr von einer Teilnahme an dieser Studie ausgeschlossen. 

PhD Position at the Philipps University Marburg

Feb 04, 2020

At the Department of Business Administration at the Philipps University Marburg, especially Marketing and Business Administration, a doctoral position is available at the earliest possible date, initially limited to 3 years.

Further information can be found here.

Successful completion of an exciting practical seminar

Jan 29, 2020

Students of business administration presented their marketing campaigns for the Ride-Pooling Service "CleverShuttle", developed over the semester, within a seminar of the department of marketing. This closing event took place in the “ZfE Inkubator” at Kiel University. The four groups, who were supposed to convince the jury of their ideas in order to win the pitch, had different goals to accomplish. One group was allowed to devote itself to the B2B marketing of CleverShuttle, another had the pleasure to implement a target group-specific marketing-approach to tourists, the third group was free to let off steam in the entire marketing mix and last but not least, a guerrilla measure called "reverse graffiti" crowned the event. The "Clever Spots" met with the greatest approval from the jury, consisting of Frank Meisel, Anke Rasmus, Stefan Hoffmann who represented the scientific part of the jury as well as Boje Sjut (Clever Shuttle) and Svenja Nefen (Kieler Nachrichten) from practice. In the end, the winning group was rewarded by the CleverShuttle managing director Boje Sjut from Kiel. However, all groups succeeded in adapting their marketing measures to the green and cost-effective company CleverShuttle and, on the basis of empirical research, which also took place during the seminar, created unique campaigns that all deserved the victory.

The department of marketing is pleased about the successful completion of an exciting and productive seminar. We are looking forward to further events of this kind. Finally, we would like to thank CleverShuttle for the productive cooperation, our jury for their participation and the Center for Entrepreneurship, which provided us with the Inkubator as a venue.

You can find the press release about the seminar here. 


Student Assistant Position at the Department of Marketing

Jan 22, 2020

We are pleased to announce a position of a student assistant (22 hours/month) starting as soon as possible. Interested students can apply until February, 29th 2020 with a short application letter, CV and relevant certificates.

Please click here for further information.

New article accepted in the Management International Review

Jan 16, 2020

The article "Chain of Blame: A Multi-Country Study of Consumer Reactions Towards Supplier Hypocrisy in Global Supply Chains" by Nils Christian Hoffmann, Prof. Juelin Yin and Prof. Stefan Hoffmann has been accepted at the Management International Review!

Here's the abstract of the article:
Recent research identified firms’ hypocritical behavior as a major threat to their reputation among consumers. This paper expands the dyadic relationship to a triadic relationship, integrating the hypocritical behavior of suppliers in global supply chains. Introducing a chain of blame, this paper suggests that the hypocritical behavior of the supplier backfires on the firm, leading to loss of reputation and increased boycotting tendencies. We test our proposed framework across one main study and two follow-up studies with consumers from two industrialized and two BRICS countries (Germany, US, South-Africa and China) and a total of 1.177 respondents. Results show that consumers from various countries consistently hold firms responsible for their suppliers’ hypocritical behavior, consequently lower their reputation ratings, and intend to engage in boycotting the firm. The analysis further identifies the origin of the supplier and consumer ethnocentrism as nationally-variant promoting factors of consumers’ boycott intention and shows that the influence of those factors is contingent on consumers’ expectations towards foreign vs domestic firms. Implications for managers and marketing-managers are given.



Alumni Career Talks with Julia Harnal (BASF)

Jan 13, 2020

On Wednesday, 22nd January, 2020, the first Alumni Career Talks will take place. Julia Harnal (Vice-President, Global Sustainability & Governmental Affairs Agricultural Solutions at BASF) will present her experiences and will provide interesting insights about her work routine at BASF. At the subsequent Q&A part students will have the opportunity to ask questions and to receive career advices.

When? Wednesday, 22nd January 2020, 6pm - 8pm s.t.

Where? Audimax (Haal A), Christian-Albrechts-Platz 4

Please register here.

Frühstarter Excursions in 2020

Dec 11, 2019

The company "frühstarter" will start into the new year with excursions to renowned companies. Students will have the opportunity to get interesting insights into the daily business of well-known companies and to establish first contacts with businesses. For the beginning of 2020, frühstarter organizes two excursions:

  • Wednesday, 15th January, 2pm - 4pm: Implantcast - innovative medical technic (further information and registration here)
  • Thursday, 23rd January, 11am - 3pm: FRoSTA - sustainable food production (further information and registration here)
  • Thursday, 12th March, 2pm - 5pm: Schwartau - innovative food production (further information and registration here)

Klausureinsicht -- Inspection of written exams

Nov 29, 2019


Klausureinsicht 2. PZ des SoSe --- Inspection of written exams, second examination period

Die Klausuren des zweiten Prüfungszeitraums können eingesehen werden an folgenden Terminen:

Am Donnerstag, den 5. Dez., von 14:30  - 16:30 Uhr,

am Dienstag, den 10. Dez., von 10 - 12 Uhr.

Bitte kommen Sie dazu ins Sekretariat, Westring 425, Raum 103, und bringen Ihren Ausweis mit.

Die Termine dienen ausschließlich der Einsichtnahme, nicht aber der Diskussion der Ergebnisse.


English version:

Written exams of the second examination period of the summer term may be inspected at the following days

Thursday, Dec. 5th, from 2:30 - 4:30 p.m. 

Tuesday, Dec., 10th, from 10 - 12 a.m.

For this purpose please come into the secretariat, Westring 425, room 103, and bring with you your identity card.

The consultation hours  are meant for inspection only - not for discussions.

Workshop with Edding

Dec 02, 2019

On 19 November 2019, four representatives of Edding AG, together with students from the lectures Service Innovation Management (Prof. Schultz) and Marketing Communications (Prof. Hoffmann), held a workshop on "Content Marketing" and "Service Innovation". During this workshop several student groups developed creative ideas in a very short time.




Esome guest lecture

Dec 02, 2019

On November, 25th, Mrs. Desiree Schmidt and Mr. Michael Hinse of the Hamburg esome Advertising Technologies GmbH attended the Consumer Behavior lecture of the Marketing Department. During this lecture the guest speakers provided practice-relevant advices for social media issues related to targeting, different types of advertising and procurement models.




Successful Participation in Public Climate School

Nov 29, 2019

The event "Green Economy: What consumers and companies can do for the environment." as part of the Public Climate School was a complete success. There was great interest in the topic of the extent to which business administration deals with sustainability, as demonstrated by the participation of more than 60 listeners. The presentations held from various perspectives of business administration were highly appreciated by all participants, which led to a lively and interesting discussion.

We would like to thank all listeners and speakers for their active participation.


Two Student Assistant Positions at the Department of Marketing

Nov 22, 2019

We are pleased to announce a position of a student assistant (26 hours/month) starting at February, 1st 2020. Interested students can apply until December, 1st 2019 with a short application letter, CV and relevant certificates. Please click here for further information.

We are looking for another student assistant with programming skills (22 hours/month) starting as soon as possible. Interested students can apply until December, 20th 2019 with a short application letter, CV and relevant certificates. Please click here for more information.

Participation of the Institute for Business Administration in the Public Climate School

Nov 21, 2019

Some chairs at the Institute of Business Administration are actively involved in the Public Climate School, which takes place from 25.11.2019 to 29.11.2019 at several universities in Germany. This series of events is intended to disseminate knowledge on the climate crisis, attract attention and discuss options for action.

We are participating with the event "Green Economy: What companies and consumers can do for the environment" on the topic of sustainability from different perspectives of business administration. Doctoral and postdoctoral students of the Institute will present and discuss what consumers, politics, research and business can do to enable sustainable management and consumption. The presentations will be held from the perspectives of marketing and consumer behavior research (Amelie Griesoph, Wassili Lasarov and Melanie Trabandt), innovation management (Rahel Graeber), technology management (Julia Kroh), green logistics (Arne Heinold) and business organization (Dorothee Hohensee). Our event will take place on 27.11.2019 from 10:15 to 11:45 a.m. in the CAP 2 auditorium F.

We would be very pleased about a numerous appearance.

Here you will find the complete programme of the Public Climate School at the CAU, which is constantly being expanded.

Information Event on International Internships

Nov 14, 2019

On Wednesday, 27th November, 2019, the International Office provides information on international internships (where to look for, where to find, and how to finance).

What? Information Event on International Internships

Where? CAP2, Lecture Haal A

When? Wednesday, 27th November, 2pm - 3.30pm

GfB Price-Giving

Nov 13, 2019

The annual plenary of the GfB (Gesellschaft für Betriebswirtschaft zu Kiel e.V.) took place on Thursday, 7th November 2019. Also this year, outstanding Master Theses were honoured during the plenary.

The GfB Price 2019 was awarded to Ms. Tinka Krüger for her Master Thesis "Consumers' Reactions to Corporate Hypocrisy - A Crosscultural Study between Germany, China and South Africa" written at the Marketing Department.

We congratulate Ms. Krüger for her excellent work and the well-deserved GfB award!

The hypocritical consumer – Presentation at the annual conference of the Netzwerk Verbraucherforschung

Oct 28, 2019

Prof. Hoffmann gave a talk about the „hypocritical consumer“ which illustrated concepts and empirical insights about moral rationalizations, moral decoupling and moral licensing. In this year, the general topic of annual conference of the network consumer research was „the dark side of consumption – old problems, new challenges“. It took place at the Federal Ministry of Justice and Consumer Protection in Berlin on Oct, 24th. You can find further information here.

Marketingimpulse: Marketing Research meets Marketing Practice

Oct 22, 2019

Together with different institutions of marketing relevant universities in Schleswig-Holstein, the Marketing Club organizes this annual event to convey concurrent marketing research foci and to compare them simultaneously with the daily practice.

Young researchers get the opportunity to present their work - the department heads extent the discussion. Additionally, we provide insights into marketing institutions of Schleswig-Holstein and this is why this event will take place at one of the co-organizers - this time at the Kiel University.

For the first time, the Muthesius Kunsthochschule is involved and provides interesting insights into their project office.


When? Tuesday, 29th of October, 2019

Where? Christian-Albrechts-Platz 2 (Auditorium A), Kiel University, 24118 Kiel


Further information and the program can be found here.

Day of Marketing

Apr 11, 2019

Get the full marketing-experience in science & practice in just one day and join our Day of Marketing!

On the 18th of June 2019, the Department of Marketing (supported by PerLe) is hosting the Day of Marketing to unite theory and practice and to show what Marketing at the University of Kiel is about. In several talks and presentations, you will get valuable insights on different research topics and the teaching concept of the Department of Marketing.

  • What does research & science actually mean in the field of Marketing?
  • What are our researchers working on?
  • How can these topics be transferred to students?
  • Graduation finished... & now?

These and more questions will be answered by researchers, students and alumnis of the CAU, presenting their fields of studies and results of students’ group-workings. To combine theory and research with practice, we also invited international and regional companies and Start-ups from Kiel and surroundings to talk about their experiences and practical implementations of Marketing in their own companies.

You are Bachelor/Master student of the CAU Kiel or interested in becoming one?

Come to CAP 3 at CAU Kiel at the 18th of June (4pm – 10pm | 16:00 – 20:00) and join the day of Marketing! (You’ll get free snacks and drinks!)

You can find the program of the Day of Marketing here.