Start of the "Excellence in Branding" 2025 lecture series
For the 18th time, the Chair of Marketing at the Schumpeter School is organising the "Excellence in Branding" lecture series under the direction of Professor Tobias Langner. Experts from science and practice will provide exciting insights into the management of strong brands.
The event series will kick off on 20 May 2025 with Prof. Dr Carsten Baumgarth (Chair of Marketing, in particular Brand Management, HWR Berlin - School of Economics and Law) with his lecture "Brand knowledge (science) to go: Why eye-level is not optimal, consumers are difficult to understand and AI will change everything". Prof Baumgarth will address the following topics in his lecture: Brand practice is facing major challenges with topics such as sustainability and brand activism, Gen Z and Alpha as unknown consumer groups, skills shortages (in their own industry and also as a task for employer branding), mixed reality, robotics and AI, just to name a few. Marketing and brand science, which publishes around 6,000 research articles per year in double-blind peer-reviewed journals, could provide answers and impetus. However, this knowledge does not reach practitioners, as only a few of the journals are even known, let alone read. The "Brückenbau Marke" project, which was launched around five years ago as an Instagram channel (@prof.baumgarth), attempts to build bridges between science and practice by selecting relevant research findings and making them more accessible. More than 300 episodes have now been published, around 2,000 people follow the channel, the LinkedIn offshoot has more than half a million views and the 50th column will be published this summer in the practice magazine markenartikel. During the lecture, participants will receive answers and impulses from international research on current and central questions of brand management and brand work and will be encouraged to engage in more dialogue with academia.
All lectures will take place at the Grifflenberg campus of the University of Wuppertal.
Interested parties are very welcome!
The date of the opening lecture:
Tue, 20.05.2025, 14:00, Lecture Hall 12 (L.09.28) (Building L)
Markenwissen(schaft) to go: Why eye-level is not optimal, consumers are difficult to understand and AI will change everything
Speaker: Prof. Dr Carsten Baumgarth, Professorship of Marketing, esp. Brand Management, HWR Berlin - School of Economics and Law
Contact:
Prof. Dr Tobias Langner
Schumpeter School of Business and Economics
Phone: 0202/439-2823
Email: langner@wiwi.uni-wuppertal.de
