Apl. Professorship of Marketing

About us

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.

News & stories

Read the latest news of our Professorship –
Get an insight into our activities.

Guest lecture of Christian Fenner, Partner at Bain & Company Munich, within the BSc course "Brand Management"

Why is branded growth important and which challenges do brands face to ensure sustainable long-term growth?

Article published in „Der Markenartikel – Magazin für Markenführung“

Which role plays the product packaging in the omnichannel world and which challenges results for brands?

Guest lecture of Dr. Martin Zethoff, CEO Innopaqq, on "Packaging and brand building"

On January 27th, 2021 Dr. Martin Zethoff - CEO of Innopaqq - a leading product packgaging consultancy agency, held a guest lecture in the MSc course "Product and Shopper Marketing".

Guest lecture of Catharina Christe, General Manager Shiseido Germany

On January, 27th, 2021 the students of the “Brand Management” course of Prof. Brexendorf welcomed Catharina Christe, ‎General Manager of the Prestige Division of Shiseido Germany

Our team

The team

Apl. Professor Dr.
Tim Oliver Brexendorf

Apl. Professorship of Marketing
DUS 5.1.34
+49 (0)211 44709 760

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CV & Publications

Melina Badde

Student Assistant

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Sarah Evans

Student Assistant

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Research

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.

Selected publications:

Advances in Luxury Brand Management (2017).

Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell

Advances in Corporate Branding (2017)

John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf

Journal of Brand Management, Vol. 20, No. 9 (2013)
Special Issue on "Corporate brand Management - A leadership perspective".

Tim Oliver Brexendorf, John M. T. Balmer and Joachim Kernstock)

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Journal of Brand Management, Vol. 21, No. 9 (2015)
Special Issue on "Future challenges and opportunities in brand management"

Tim Oliver Brexendorf, Joachim Kernstock and Shaun Powell

Journal of the Academy of Marketing Science, Vol. 43, No. 5 (2015)
Special Issue on "Brand Innovation Interdependency".

Tim Oliver Brexendorf, Barry L. Bayus and Kevin Lane Keller

Teaching

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

Bachelor of Science

Field	Lecture	Lecturer
Marketing	Brand Management	Tim Oliver Brexendorf
Marketing	Contemporary Challenges in Marketing Management	Tim Oliver Brexendorf

Master of Science

Field	Lecture	Lecturer
Marketing	Luxury Brand Management	Tim Oliver Brexendorf
Marketing	Product & Shopper Marketing	Tim Oliver Brexendorf

Part-Time & Full-Time MBA

Field	Lecture	Lecturer
Marketing	Strategic Brand Management	Tim Oliver Brexendorf

Other Programs

Field	Lecture	Lecturer
Marketing	European Summer Program (ESP)	Tim Oliver Brexendorf
Marketing	Executive Education - Millikin University (USA)	Tim Oliver Brexendorf
Marketing	Executive Education - Peking University - Guanghua School of Management (China)	Tim Oliver Brexendorf
Marketing	Executive Education - Tsinghua University - School of Economics and Management (China)	Tim Oliver Brexendorf

Guest lectures & Cases

Guest lectures:

Case studies:

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

Interface to corporate practice

Collaborations

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.

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