WHU
The Apl. Professorship of Marketing focuses on contemporary and managerially-relevant questions in marketing management. Our areas of research, education, and advise are strategic brand management, strategic market management, product management, and manufacturer-retailer relationships.
Marketing research and teaching at the interface to marketing practice

The team

Apl. Professor Tim Oliver Brexendorf
Apl. Professor Tim Oliver Brexendorf
Apl. Professorship of Marketing DUS 5.1.34
Julia Brönner
Julia Brönner
Student Assistant

Management-relevant research

The Professorship concentrates on contemporary and management-relevant research within consumer marketing. Our research projects focus on the following areas:

  • Strategic Brand Management, esp. corporate and product branding, brand positioning, brand & line extension, brand architecture and portfolios, brand & innovation, and brand & market creation
  • Strategic Market Management, esp. market creation, and organic market growth strategies
  • Product Management, esp. product line management, product design, and product packaging
  • Manufacturer-Retailer Relationships

The generation, transfer and implementation of academic knowledge as well as the intensive cooperation and exchange with practice are of main interest. Based on behavioral theories and state-of-the-art research methods, publications in high-ranked academic and practice-relevant journals are pursued.

Teaching areas – lectures across all academic programs of WHU

Our lectures do not only introduce essential theoretical concepts, but also exhibit a strong practice-oriented focus. Students gain valuable insights into the topics by guest lectures and real-life case studies.

Programs

FieldLectureLecturer
MarketingBrand ManagementTim Oliver Brexendorf
MarketingShopper & Trade MarketingTim Oliver Brexendorf
MarketingContemporary Topics in Marketing ManagementTim Oliver Brexendorf
FieldLectureLecturer
MarketingLuxury Brand ManagementTim Oliver Brexendorf
MarketingProduct & Shopper MarketingTim Oliver Brexendorf
MarketingInternational Marketing ManagementTim Oliver Brexendorf
FieldLectureLecturer
MarketingStrategic Brand ManagementTim Oliver Brexendorf
FieldLectureLecturer
MarketingEuropean Summer Program (ESP)Tim Oliver Brexendorf
MarketingExecutive Education - Millikin University (USA)Tim Oliver Brexendorf
MarketingExecutive Education - Peking University - Guanghua School of Management (China)Tim Oliver Brexendorf
MarketingExecutive Education - Tsinghua University - School of Economics and Management (China)Tim Oliver Brexendorf

Guest lectures

1/10
Dr. Nils Daecke
Date: August 15, 2019
"Corporate Vice President Digital Marketing at Henkel Beauty Care
Henkel AG & Co. KGaA

Titel: "Building and sustaining brands with digital marketing"
Vorlesung: Brand Management in family business, YES Program of Tsinghua University
Apl. Prof. Dr. Tim Oliver Brexendorf"
Dr. Bernd Fabry
Date: July 2, 2019
"Managing Director
IP2 Intellectual Property Partners and
European Patent and Trademark Attorney

Titel: "Trademarks as strategic management tools"
Vorlesung: Strategic Brand Management, Part-time and Full-time MBA
Apl. Prof. Dr. Tim Oliver Brexendorf"
Thomas Schuffenhauer
Date: June 17, 2019
"Head of Corporate Venturing – Laundry & Home Care
Henkel AG & Co. KGaA

Titel: "Managing brand equities"
Vorlesung: Strategic Brand Management, MBA
Apl. Prof. Dr. Tim Oliver Brexendorf"
Xavier Martin
Date: February 4, 2019
"Corporate Vice President Global Marketing & Digital
Adhesives for Consumers & Craftsmen
Henkel AG & Co. KGaA

Titel: "Brand Management at Henkel Consumer Adhesives"
Vorlesung: Brand Management, Bachelor of Science
Apl. Prof. Dr. Tim Oliver Brexendorf"
Christian Fenner
Date: January 21, 2019
"Bain & Company
‎Retail, Consumer Products and Organization

Titel: "How to drive profitable and sustainable growth"
Vorlesung: Brand Management, Bachelor of Science
Apl. Prof. Dr. Tim Oliver Brexendorf"
Dr. Bernd Fabry
Date: December 2018
"Managing Director
IP2 Intellectual Property Partners and
European Patent and Trademark Attorney

Titel: "Trademarks as strategic management tools"
Vorlesung: Strategic Brand Management, Part-time and Full-time MBA (Apl. Professor Dr. Tim Oliver Brexendorf)"
Thomas Schuffenhauer
Date: November 27, 2018
"Head of Corporate Venturing – Laundry & Home Care
Henkel AG & Co. KGaA

Titel: "Managing brand equities"
Vorlesung: Strategic Brand Management, MBA
Apl. Prof. Dr. Tim Oliver Brexendorf"
Christian Fenner
Date: October 18, 2018
"Bain & Company
‎Retail, Consumer Products and Organization

Vorlesung: Brand Management
Apl. Prof. Dr. Tim Oliver Brexendorf"
Catharina Christe
Date: September 20, 2018
"Director Christian Dior Parfums
‎LVMH Perfumes & Cosmetics

Vorlesung: Brand Management
Apl. Prof. Dr. Tim Oliver Brexendorf"
Katharina Vorwig
Date: August 10, 2018
"Manager Internet of Things and Corporate Venturing at Henkel Beauty Care
Henkel AG & Co. KGaA

Vorlesung: Brand Management in Family Business, YES Program of Tsinghua University, School of Economics and Management, Peking
Apl. Prof. Dr. Tim Oliver Brexendorf"
1/10

Case studies

1/6
Workshop with Procter & Gamble
Student Workshop on Old Spice brand
Procter & Gamble
"On January 31st, 2024, we were pleased to welcome Procter & Gamble to the MSc Product & Shopper Marketing class at our WHU Campus in Vallendar.

After welcoming words from Prof. Dr. Tim Oliver Brexendorf, Julia Romeike (Category Director Home Care) introduced the P&G team. After a short overview of P&G by Sandra Baetge (Brand Manager Personal Healthcare) and Tim Lütz (Senior Key Account Manager Lidl), Maximilian Schaaf Evans (Brand Director Beauty Care) introduced the WHU students to the Old Spice Case. In six groups, the WHU students worked on cases for campaign ideas, media plans, selling stories, and promotion plans and presented and discussed their results with the P&G representatives. The event came to an end with an informal get-together with food & drinks – organized by the WHU Career Center.

A big thank you to the Procter & Gamble team for the exciting insights to the brand Old Spice and to the WHU Career Center and Heike Hülpüsch for organizing the get-together!"
Robert Ruiz Hernandez
Laundry & Home Care Innovation Packaging
Henkel AG & Co. KGa
"Lecture: Product Manager's Interfaces and Tools, Master of Science
Apl. Professor Dr. Tim Oliver Brexendorf

Date: January 13/February 4, 2019"
Catharina Christe
Marketing Director Perfumes Christian Dior
‎LVMH Perfumes & Cosmetics
"Lecture: Strategic Brand Management, MBA
Apl. Professor Dr. Tim Oliver Brexendorf

Date: January 12/January 26, 2019"
Jutta Langer, Henrike Kieschke, Stéphanie Esau
ZWILLING Beauty Group
"Lecture: Strategic Brand Management, MBA
Apl. Professor Dr. Tim Oliver Brexendorf

Date: July 2/July 19, 2018"
Robert Ruiz Hernandez
Laundry & Home Care Innovation Packaging
Henkel AG & Co. KGaA
"Lecture: Product Manager's Interfaces and Tools, Master of Science
Apl. Professor Dr. Tim Oliver Brexendorf

Date: April 10, 2018"
Georg Baratta, Jens Bode, Thomas Schuffenhauer
Henkel AG & Co. KGaA
"Lecture: Product Manager's Interfaces and Tools, Master of Science
Apl. Professor Dr. Tim Oliver Brexendorf

Date: March 14, 2018"
1/6

Partners

In order to give our students profound practical insights, we invite experienced practitioners to our lectures. They give guest lectures, provide real-life cases or discuss current developments in the FMCG, luxury goods and retail industry with our students.

The following companies regularly participate in our lectures and are partners over many years:

Business Collaborations – Interface to corporate practice

We maintain close contacts and an active dialogue with the consumer goods, luxury goods and retailing industry. We build a bridge between academia and managerial practice. For us, a close collaboration and exchange with practice is a prerequisite for applied research. We search for solutions and improvements for corporate practice.

We further strive for an intense dialogue with practitioners. There are several options of a collaboration:

  • Participating and initiating joint research projects.
  • Providing real-life case studies and guest lectures within our lectures at the WHU.
  • Developing case studies with your company for practice-oriented teaching.
  • Exchanging ideas and latest research, providing customized key notes, participating in panel discussions, training, and advising your company.

We are looking forward to a lively exchange with the consumer goods, luxury goods and retailing industry. If you are interested in collaborating with us, do not hesitate to contact Tim Oliver Brexendorf.

Get in touch with us –

We look forward to hearing from you
Apl. Professor Tim Oliver Brexendorf
Apl. Professor Tim Oliver Brexendorf
Apl. Professorship of Marketing DUS 5.1.34

Our location

Building DUS 5.1.34
WHU Campus Düsseldorf
WHU – Otto Beisheim School of Management
Erkrather Straße 224a
40233 Düsseldorf