GfK Chair of Marketing Intelligence

GfK Chair of Marketing Intelligence 

The GfK Chair of Marketing Intelligence was established in January 2007 at the Friedrich-Alexander University Erlangen-Nuremberg (FAU) by funding from the Nürnberg Institut für Marktentscheidungen e.V. (NIM; previously GfK Verein).

Since its foundation, Professor Dr. Nicole Koschate-Fischer has been the owner of the chair. She is a full member of the Bavarian Academy of Sciences and Humanities and spokeswoman of the interdisciplinary research focus "Customer Insights" at the Faculty of Economics and Social Sciences of FAU. Prof. Koschate-Fischer is founding director of the Experimental Lab for Business Insights Nürnberg (ELAN), which was established in 2016 with financial support from the Nürnberg Institute for Market Decisions (NIM). In addition, she heads the Master in Marketing program at the Faculty of Economics and Social Sciences of FAU. In the current Lifetime-Ranking of Business Administration, Prof. Koschate-Fischer is among the top 5% of all researchers in the DACH countries for publications in the world's leading A+/A journals.

The courses offered by the GfK Chair in the Bachelor and Master programs have both a thorough theoretical foundation and a comprehensive application focus. Students are taught all essential strategic and operational contents as well as innovative methods of marketing. Numerous renowned honorary professors and lecturers contribute to this, such as Prof. Dr. Raimund Wildner and Dr. Andreas Neus. 

For the "Master in Marketing", considerably more applications are received each year than there are study places available. The applications come from over 20 countries and six continents. In addition to the specialization options "Marketing Research" and "Marketing Management", since 2017 there is a further specialization option "Marketing Research with a focus on Data Science", which focuses on methods from computer science and statistics for the analysis of "Big Data".

The chair is also very successful in research. The research projects are funded by the German Research Foundation (DFG), among others. Research cooperations exist with renowned international scientists and institutions. The areas of expertise are price and product management, customer behavior, marketing analytics and the effects of digital transformation on marketing. The numerous publications in the leading scientific journals (e.g. Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science) attract attention in the global science community and make the teaching and research at the GfK Chair of Marketing Intelligence visible both in the Nuremberg metropolitan region and around the world.

Homepage of the GfK Chair of Marketing Intelligence at the Friedrich-Alexander University Erlangen-Nuremberg