neue wege in die marketing-wissenschaft · pdf file07.10.2015 · consulting firms ....
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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
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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
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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
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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
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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
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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 [email protected]
Iman AhmadiPh.D. [email protected]
Elham MalekiPh.D. [email protected]
Namig NurullayevPh.D. [email protected]
Emily Nelson de VelascoDirector of student [email protected]
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