Neue Wege in die Marketing-Wissenschaft Prof. Dr. Bernd Skiera (Goethe University Frankfurt, Germany) 2015 Marketing Horizonte 7.10.2015 07.10.2015
Comparison of Traditional Way and Ph.D. Approach to Doctoral Degree Traditional way Ph.D. Bachelor Bachelor/ Master “Management “Research Master” “Master • 2 Years • 2 Years • Large classes • Small classes Preparation for • Little scientific • training research Ph.D./ Doctoral Doctoral • 3 Years 2-5 Years • Dissertation based • • Dissertation written upon profound as “training on the education job” Ph.D.: Doctor of Philosophy degree 07.10.2015 1
Program Structure of Ph.D. Program I. Enter with bachelor degree II. Enter with master degree I. Master degree Research Master (MSQ) 2 nd Master degree (2 years course work) II. Doctoral Thesis (3 years research) I. Ph.D. degree / Master + Ph.D. degree Ph.D. degree / 2 nd Master + Ph.D. degree II. 07.10.2015 2
GSEFM G raduate S chool of E conomics, F inance, and M anagement • Established in 2001 and based in House of Finance • Rich palette of programs I. Economics II. Finance III. Law and Economics IV. Management V. Marketing • Founded by: Johannes Gutenberg Technische Universität Goethe University Frankfurt University Mainz Darmstadt 07.10.2015 3
Big Picture of GSEFM European center for quantitative and research-oriented graduate- Mission level education Reach a Master degree (after two years) and a Ph.D. after an Advantage additional three years Research oriented career, whether in academia or in practice Reward Very hard working and excellent students with very strong interest Expectations in most recent academic findings 07.10.2015 4
Overall Structure of Ph.D. Programs Marketing Management Economics Finance Law and Economics Quantitative Methods Mathematical Methods Advanced Econometrics Institutional Foundations Qualification Historical and Normative Foundations of Economics Phase Specific Foundations (First Year) AMI AMI AMA AFE LE AMM AMM AMI AMA or AMI AFE or AMA or AMI Qualification Examinations Specialization Course Marketing, Microeconomics and Management, Econometrics, Finance, Macroeconomics, Development Specialization Phase and International Economics, Law and Economics (Second Year) Seminars Doctor Workshops, Doctoral Thesis Supervision, Third-year Research Paper, Teaching, Dissertation Job Market, Doctoral Thesis submission, Doctoral Thesis Defense Writing Phase AMI Advance Microeconomic Theory AMM Advance Management and Marketing AMA Advanced Macroeconomics Theory AFE Advanced Financial Economics LE Law and Economics 07.10.2015 5
Ph.D. Program in Marketing Advanced quantitative and analytical skills (1 st year): • Mathematics • Statistics • Economics Apply to real-world challenges Development of better (together with industry partners) marketing decisions! • Business intelligence firms/ Banks/ Advertising agencies/ Online retailers/ Consulting firms Marketing theory knowledge (1 st and 2 nd year): Consumer behavior/ Pricing/ CRM/ E- • commerce/ Choice modeling/ Conjoint analysis/ etc. 07.10.2015 6
Example of Empirical Study LED TV Market Product & Price Comparison Site Data source: LED TVs Category: September 2012 Time: Germany Country: 105,606 Observed consumers: 56 Brands: 1,124 Products (SKUs): 1,262,252 Possible competitive relations: Aims 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 Ringel, Daniel / Skiera, Bernd (2015), "Visualizing Asymmetric Competition among More than 1,000 Products Using Big Search Data", Marketing Science, forthcoming. 07.10.2015 7
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. Ringel | Skiera 8
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. 07.10.2015 9
Career Paths after Ph.D. Post Ph.D. Graduates Practice Academic careers careers 07.10.2015 10
Europe only JM, JMR, JCR, MS Forschungs-Rankings 2010-2014 Worldwide: #49 07.10.2015 11
Department of Marketing: Professor Chair for Product Management and Chair of Retailing Marketing Communications Prof. Dr. Jan Landwehr Prof. Dr. Martin Natter • Pricing • Empirical aesthetics • Entertainment Shopping Auctions • Product design • Exciting Commerce • Symbolic communication • POS/In store activities • Genesis of emotional preferences • Brand Positioning / Preference Maps • Innovation strategies Chair of Service Marketing Chair of Electronic Commerce Prof. Dr. Thomas Otter Prof. Dr. Bernd Skiera • Bayesian Methods and Applications Pricing • in Marketing • Entertainment Shopping Auctions • Choice Modeling • Exciting Commerce • Conjoint Measurement • POS/In store activities • Effectiveness of Marketing Actions • Brand Positioning / Preference Maps • Innovation strategies 07.10.2015 12
Department of Marketing: Assistant Professors and Lecturers • Dr. Evert de Haan • Prof. Alexander Demuth • Prof. Dr. Klaus Miller • Gabriele Eick • Prof. Dr. Jochen Reiner • Dr. Thomas Funke • Prof. Dr. Simone Wies • Dr. Daniel Kostyra • Dr. Sebastian Schäfer • Prof. Dr. Harald Jossé • Dr. Beate Rosenthal • Dr. Martin Schmidberger • Dr. Walter Westervelt More than 15 Ph.D./Doctoral students 07.10.2015 13
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 • Wissenschaftspreis 2014 des Deutschen-Marketing-Verbandes e.V. 2014 • 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 • 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 • 2013 • 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 • 07.10.2015 14
Awards since 2008 (2/3) 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 2012 • 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 • Schmalenbach price 2011 • 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 • 07.10.2015 15
Awards since 2008 (3/3) Track Best Paper Award • • Science Award of the Erich-Gutenberg-Arbeitsgemeinschaft 2010 • 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 • Dissertationspreis der Alcatel-Lucent Stiftung für Wirtschaftswissenschaftler zum Themenkreis ?Kommunikations- und Informationstechnik? • Schmalenbachpreis • Erich-Gutenberg-Prize 2008 • IHK-Dissertation-Prize • Paul Root Award finalist • Science prize of HORIZONT Foundation Science prize "Marketing & Sales Award“ • • Support of Heinrich-Vetter-Foundation 07.10.2015 16
Fun While Performing Excellent Research 07.10.2015 17
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