The Chair of Business Administration, Distribution Management and Marketing at WFI is dedicated to central issues of modern marketing in research and teaching. In addition to imparting sound basic knowledge, a particular focus is placed on the practical examination of current challenges in the areas of consumer behavior, brand management, communication strategies and data-based marketing decisions.

Current research projects deal, for example, with the prediction of customer behavior using stochastic models, the calculation of customer lifetime value for targeted customer retention, response analyses for the optimization of marketing campaigns and efficiency measurement using data envelopment analysis.

On the following pages you will find information on current research projects and the courses offered for Bachelor's and Master's students.

We look forward to connecting with you and will be happy to answer any questions you may have.

Project in Marketing (Master) in summer 2026

Ever wondered what streaming platforms and film studios could learn from the millions of reviews audiences leave online? 

In this hands-on research project, students tackle a real and cutting-edge challenge: using generative AI to extract strategic insights from consumer review data in the entertainment industry. No coding required — just sharp thinking, creative research design, and the ability to turn audience voices into actionable business intelligence. Students leave the project with practical experience in AI-assisted market analysis, a portfolio-ready research report, and skills that are directly relevant to careers in marketing, media, and the creative industries. 

This is market research for the streaming age.

Register via KU.Campus starting March 16, 2026!