The Institute of Marketing’s goal is to find academically grounded, practically relevant answers to strategically important marketing questions. The Institute’s members concentrate their research and instruction on the core marketing questions, above all brand and sales management, market and consumer psychology and tourism management. At the forefront of its activities are the networking of different academic disciplines, as well as an overall orientation toward finding applications.

The Institute of Marketing combines expertise from different areas of marketing research. The following topics and issues, which are predominantly interdisciplinary in character, are the focus of attention:

•  Services marketing
•  Tourism management
•  customer relationship management
•  Non-profit marketing
•  Qualitative market research
•  Advertising research
•  Sales research
•  Prerequisites for professional success in organizations

The research work of the institute's members is predominantly characterized by a pronounced application orientation.