neue wege in die marketing-wissenschaft · pdf file07.10.2015 · consulting firms ....

07.10.2015

Neue Wege in die

Marketing-Wissenschaft

Prof. Dr. Bernd Skiera

(Goethe University Frankfurt, Germany)

2015 Marketing Horizonte

7.10.2015

107.10.2015

Comparison of Traditional Way and Ph.D.

Approach to Doctoral Degree

Traditional way Ph.D.

Bachelor

“Management

“Master

Doctoral

• 2 Years

• Large classes

• Little scientific

training

• 2-5 Years

• Dissertation written

as “training on the

job”

Bachelor/ Master

“Research Master”

Ph.D./ Doctoral

• 2 Years

• Small classes

• Preparation for

research

• 3 Years

• Dissertation based

upon profound

education

Ph.D.: Doctor of Philosophy degree

207.10.2015

Program Structure of Ph.D. Program

Research Master (MSQ)

(2 years course work)

Doctoral Thesis

(3 years research)

I. Enter with bachelor degree

II. Enter with master degree

I. Master degree

II. 2nd Master degree

I. Ph.D. degree / Master + Ph.D. degree

II. Ph.D. degree / 2nd Master + Ph.D. degree

307.10.2015

GSEFMGraduate School of Economics, Finance, and Management

Goethe University FrankfurtJohannes Gutenberg

University Mainz

Technische Universität

Darmstadt

• Founded by:

• Established in 2001 and based in House of Finance

• Rich palette of programsI. Economics

II. Finance

III. Law and Economics

IV. Management

V. Marketing

407.10.2015

European center for quantitative and research-oriented graduate-

level education

Big Picture of GSEFM

Mission

Reach a Master degree (after two years) and a Ph.D. after an

additional three yearsAdvantage

Research oriented career, whether in academia or in practiceReward

Very hard working and excellent students with very strong interest

in most recent academic findingsExpectations

507.10.2015

Overall Structure of Ph.D. Programs

Qualification

Phase

(First Year)

Specialization

Phase

(Second Year)

Doctor

Dissertation

Writing Phase

Marketing Management Economics Finance Law and Economics

Quantitative MethodsMathematical Methods

Advanced Econometrics

Institutional Foundations

Historical and Normative Foundations of Economics

Specific Foundations

AMI

AMM

AMI

AMM

AMA

AMI

AFE

AMA or AMI

LE

AFE or AMA or AMI

Qualification Examinations

Specialization CourseMarketing, Microeconomics and Management, Econometrics, Finance, Macroeconomics, Development

and International Economics, Law and Economics

Seminars

Workshops, Doctoral Thesis Supervision, Third-year Research Paper, Teaching,

Job Market, Doctoral Thesis submission, Doctoral Thesis Defense

AMI Advance Microeconomic Theory

AMM Advance Management and Marketing

AMA Advanced Macroeconomics Theory

AFE Advanced Financial Economics

LE Law and Economics

607.10.2015

Ph.D. Program in Marketing

Advanced quantitative and analytical

skills (1st year):

• Mathematics

• Statistics

• Economics

Marketing theory knowledge (1st and

2nd year):

• Consumer behavior/ Pricing/ CRM/ E-

commerce/ Choice modeling/ Conjoint

analysis/ etc.

Apply to real-world challenges(together with industry partners) Development of better

marketing decisions!• Business intelligence firms/ Banks/

Advertising agencies/ Online retailers/

Consulting firms

707.10.2015

Example of Empirical Study

Data source: Product & Price Comparison Site

Category: LED TVs

Time: September 2012

Country: Germany

Observed consumers: 105,606

Brands: 56

Products (SKUs): 1,124

Possible competitive relations: 1,262,252

LED TV Market

1. Analyze and visualize asymmetric competitive market structure

2. Validate Findings

• Face validity of results: Investigate competitive market structure by product attributes

• Predictive validity of input: Analyze ability to predict market shares

Aims

Ringel, Daniel / Skiera, Bernd (2015), "Visualizing Asymmetric Competition among More than 1,000 Products Using Big Search Data", Marketing Science, forthcoming.

Ringel | Skiera 8

Share of Submarkets

Asymmetric competitive market structure map for 1,124 LED TVs

Ringel, Daniel / Skiera, Bernd (2015), "Visualizing Asymmetric Competition among More than 1,000 Products Using Big Search Data", Marketing Science, forthcoming.

907.10.2015

Competitive Market Structure Map

with 3D Capability

Competitive market structure map for 1,124 LED TVs

Legend

Bubbles represent individual products (SKUs)

Bubble Color indicates cluster memberships

Red Triangles indicate 3D capability

3D capability primarily among larger display LED-TVs

But 3D capability not a submarket defining product attribute

Ringel, Daniel / Skiera, Bernd (2015), "Visualizing Asymmetric Competition among More than 1,000 Products Using Big Search Data", Marketing Science, forthcoming.

1007.10.2015

Career Paths after Ph.D.

Practice

careers

Academic

careers

Post Ph.D. Graduates

1107.10.2015

Forschungs-Rankings

Europe only

JM, JMR, JCR, MS

2010-2014

Worldwide: #49

1207.10.2015

Prof. Dr. Thomas Otter Prof. Dr. Bernd Skiera

Prof. Dr. Martin Natter

Department of Marketing: Professor

Prof. Dr. Jan Landwehr

• Empirical aesthetics

• Product design

• Symbolic communication

• Genesis of emotional preferences

• Bayesian Methods and Applications

in Marketing

• Choice Modeling

• Conjoint Measurement

• Effectiveness of Marketing Actions

Chair for Product Management and

Marketing Communications

• Pricing

• Entertainment Shopping Auctions

• Exciting Commerce

• POS/In store activities

• Brand Positioning / Preference

Maps

• Innovation strategies

• Pricing

• Entertainment Shopping Auctions

• Exciting Commerce

• POS/In store activities

• Brand Positioning / Preference

Maps

• Innovation strategies

Chair of Retailing

Chair of Service Marketing Chair of Electronic Commerce

1307.10.2015

Department of Marketing:

Assistant Professors and Lecturers

• Dr. Evert de Haan

• Prof. Dr. Klaus Miller

• Prof. Dr. Jochen Reiner

• Prof. Dr. Simone Wies

• Dr. Sebastian Schäfer

• Prof. Alexander Demuth

• Gabriele Eick

• Dr. Thomas Funke

• Dr. Daniel Kostyra

• Prof. Dr. Harald Jossé

• Dr. Beate Rosenthal

• Dr. Martin Schmidberger

• Dr. Walter Westervelt

More than 15 Ph.D./Doctoral students

1407.10.2015

Awards since 2008 (1/3)

2015 • Finalist of the Journal of Marketing (Paul Root Award)

• Winner of the Best Paper Award of IJRM's Special Issue

2014• Wissenschaftspreis 2014 des Deutschen-Marketing-Verbandes e.V.

• Finalist Wissenschaftspreis 2014 des Deutschen-Marketing-Verbandes e.V.

• Wissenschaftspreis 2014 des EHI Retail Institute & GS1 Germany

• Finalist Wissenschaftspreis der Kooperationen 2014 des EHI Retail Institute & GS1

Germany

2013

• IJRM Best Paper Award

• Finalist at DAI-Hochschulpreis 2012 from the "Deutsche Aktieninstitut"

• EMAC McKinsey Marketing Dissertation Award

• Fritz-Joussen-Award of the Vodafone Stiftung für Forschung

• Dissertation Award of the EHI Retail Institute & GS1 Germany

• Emerald/EFMD Outstanding Doctoral Research Award in Marketing Research

• Dissertation Award of the Horizont Stiftung

• Winner of the Best Paper Award of the International Journal of Research

• Finalist for the Journal of Marketing’s 2012 MSI/H. Paul Root Award

1507.10.2015

Awards since 2008 (2/3)

2012

• Second Place at the Business Technology Award of McKinsey & Company

• Dissertation Award of the Industrie- und Handelskammer Frankfurt a.M.

• Runner Up for the Dean's Publication Award ("Sturm und Drang Preis")

• Dissertation Award of the Alcatel-Lucent Stiftung

• Emerald/EFMD Outstanding Doctoral Research Award in Marketing Research

• Winner of the Journal of Marketing’s 2011 MSI/H. Paul Root Award

• Finalist for the Journal of Marketing’s 2011 MSI/H. Paul Root Award

• Finalist for the "The Gary L. Lilien ISMS-MSI Practice Prize“

• Dissertation award of Erich-Gutenberg Association

• Alfred-Gerardi-Gedächtnispreis 2012

• Dissertation Award of the BÜROPA-Foundation

2011• Schmalenbach price

• Finalist in the 2011-12 ISMS-MSI Practice Prize Competition

• Science Award 2011 of the Deutschen-Marketing-Verbandes e.V.

• Advancement Award of the HORIZONT Foundation

• Science Award of the HORIZONT Foundation

1607.10.2015

Awards since 2008 (3/3)

2010

• Track Best Paper Award

• Science Award of the Erich-Gutenberg-Arbeitsgemeinschaft

• IHK-Dissertation Award

• Schmalenbachpreis

• SymanO'10 Globalpark-Science Award

• Outstanding Paper Award at the Literati Network Awards for Excellence 2010

2009 • Wissenschaftspreises Handel 2009 of the EHI Retail Institute e. V.

• SOM Research Master Graduate 2009 Award

2008

• Dissertationspreis der Alcatel-Lucent Stiftung für Wirtschaftswissenschaftler zum

Themenkreis ?Kommunikations- und Informationstechnik?

• Schmalenbachpreis

• Erich-Gutenberg-Prize

• IHK-Dissertation-Prize

• Paul Root Award finalist

• Science prize of HORIZONT Foundation

• Science prize "Marketing & Sales Award“

• Support of Heinrich-Vetter-Foundation

1707.10.2015

Fun While Performing Excellent Research

1807.10.2015

Application Process

• Highly competitive: hundreds of applicants each year

• Application for winter semester 2016/ 2017 starting December 2015

• 3 review stages for applicants:

I. Received by January 31, 2016:

Notification by middle of March

II. Received between February 1, 2016 and March 31, 2016:

Notification by End of May

III. Received between April 1, 2016 and July 15, 2016:

Notification in August

1907.10.2015

Evaluation Criteria

• Most important:

Very good academic performance

Willingness to work very hard

Serious interest in scientific education

I. Field of previous study/ Previous Degree/ Grade:

Minimum: Bachelor degree (completed at start of program)

Coverage of quantitative methods during Bachelor degree

II. Research plan:

Motivation for chosen degree

Interest in what type of research projects

III. Letters of evaluation:

2 confidential letters of evaluation (at least one from active university lecturer)

IV. GRE/GMAT score

Upper 20th/ 25th percentile in quantitative part for Ph.D./ MSQ

Verbal/ writing score as other important criteria

V. Language competency

Minimum score of 93, 580, and 7.0 in TOEFL iBT, TOEFL PBT, and IELTS respectively

2007.10.2015

Additional Questions

Bernd SkieraDirector of Marketing GSEFMskiera@wiwi.uni-frankfurt.de

Iman AhmadiPh.D. candidatei.ahmadi@wiwi.uni-frankfurt.de

Elham MalekiPh.D. candidatemaleki@wiwi.uni-frankfurt.de

Namig NurullayevPh.D. candidatenamig@wiwi.uni-frankfurt.de

Emily Nelson de VelascoDirector of student servicegsefm.office@wiwi.uni-frankfurt.de

2107.10.2015

Research Master in Marketing

Thesis

Degree

Econometrics

- AEC1

- AEC2

Method x

- x1

- x2

Method y

- y1

- y2

Methodological Courses

(one package)

STRUCTURE OF RESEARCH MASTERS

Macroeconomics

- Macro Theory 1

- Macro Theory 2

Marketing

- Marketing

Theory 1

NN

- Theory

Finance

- Capital Market

Theory

Microeconomics

- Micro Theory 1

- Micro Theory 2

Seminars in Economics

- Master-Seminar

- Research-Seminar

Seminars in Business

- Master-Seminar

- Research-Seminar

Money and

Macroeconomics

- IMAC

- GRDV

- MOMA

Marketing

- MAR 1

- MAR 2

- MAR 3

NN

- NN 1

- NN 2

- NN 3

Finance

- COMB

- DESV

- EMFI

Applied

Microeconomics

- LAEC

- ECTX

- APMI

Macro Micro Finance Marketing NN

Master of Quantitative

Economics

Master of Quantitative

Marketing

Master of Research in

NN

Economic Theory

(three classes)

Seminars

(one package)

Concentration

(one package)

2207.10.2015

Educational Collaboration Structure

Master

Bachelor

Assistant Professors

Lecturers

Professors

Ph.D./Doctoral Students

2307.10.2015

Goethe University, Frankfurt

• Founded in 1914

• More than 45,000 Students (for WS 2013/2014)

• 40% non-German nationals of newly appointed professors in 2013

• 7,053 International student from 130 different nationalities

• More than 173 Million € by the third-parties