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Apl. Professorship of Marketing

Marketing research and teaching at the interface to marketing practice

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.

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

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

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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".

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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

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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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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. 

Field Lecture Lecturer
Marketing Brand Management Tim Oliver Brexendorf
Marketing Contemporary Challenges in Marketing Management Tim Oliver Brexendorf
Field Lecture Lecturer
Marketing Luxury Brand Management Tim Oliver Brexendorf
Marketing Product & Shopper Marketing Tim Oliver Brexendorf
Field Lecture Lecturer
Marketing Strategic Brand Management Tim Oliver Brexendorf
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:

Case studies:

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:


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

Get in touch with us –
We look forward to hearing from you.

Apl. Professor Dr. 
Tim Oliver Brexendorf

Apl. Professorship of Marketing

Campus Düsseldorf
Erkrather Straße 224a
40233 Düsseldorf
DUS 5.1.34

+49 (0)211 44709 760
send email