Sie befinden sich hier: KU.de  Fakultäten  Wirtschaftswissenschaftliche Fakultät Ingolstadt  Business Administration, Innovation and Creativity

Welcome to the Department of Business Administration, Innovation and Creativity

Research at the chair will focus on consumer behavior research in the areas of stereotypes, physical and financial well-being, branding, innovation and creativity. The chair will offer Bachelors classes on Brand Management, and Masters classes on Innovation and Creativity, and on Consumer Psychology for Public Policy.

 

Open PhD Position at the Chair of Innovation and Creativity: Deadline April 15th

If you are looking to pursue a doctoral degree (PhD) and are interested in topics such as consumer behavior and psychology, innovation, and branding, for your doctoral research, please find more information about the open PhD position here.

 

Research Program

Research at the chair will focus on consumer behavior research in the areas of stereotypes, physical and financial well-being, branding, innovation and creativity.

Individuals frequently make inferences about companies, products, and brands based on limited information – be it from publicly available information, from marketplace stimuli, from word-of-mouth, from their own experiences with a company, from their past knowledge, etc. These inferences can be understood at a very basic level as processes of induction and deduction. For instance, how do individuals make inferences about a brand from a single experience with a representative of that firm (induction: inferences from specific instances to general principles)? Or, how do consumers evaluate a new product innovation from a company that they know about (deduction: inferences from general principles to specific instances)? Understanding how and under what conditions individuals arrive at such conclusions has been a pivotal issue in business and psychology. The individuals making these inferences could be consumers, managers, or teams. Research at this chair will aim to enhance what we know about these inductive and deductive inferences. To do so, empirical research will be conducted in very broad contexts (e.g., product innovations, social innovations, physical and financial health of individuals, brands, consumer stereotypes), drawing from multiple fields – innovation, marketing, business strategy, and social and cognitive psychology. The primary research methods employed will be experiments and surveys.

 

Teaching Program

The chair will offer Bachelors classes on Brand Management and on Innovation through Design for Experience, and Masters classes on Innovation and Creativity, and on Consumer Psychology for Public Policy.

Brand Management. The Bachelors class on Brand Management is designed to equip students with rigorous frameworks and tools to create, manage, and sustain powerful product and service brands.  Building on core concepts such as targeting, segmentation, and positioning strategy, this course will teach students the elements of a brand (brand DNA), how to conceptualize and measure brand equity, understand the unique challenges in building product versus service brands, when and how to reposition brands, and the different ways to extend a brand (brand extensions). This course will be an elective in the Bachelors in Business Administration – Marketing Management. 

Innovation through Design for Experience. Today companies of all types and sizes strive to create more innovative organizations and provide unique customer experiences. However, some organizations are far superior compared to others in achieving these goals. Can any company boost its potential and improve customer experience through designing innovative products and services? This course aims to compellingly answer this question using frameworks in Innovation, Design Thinking, and Customer Experience. The course content is divided into two parts, addressing the following questions: 1. How can Design Thinking enhance Innovation built around Customer Experience? 2. How can organizations successfully develop and manage the Innovation process within their teams and their organization structure? This course is a mandatory elective for the Bachelors in Business Administration - Management and Marketing. 

Innovation and Creativity. This Masters level course will examine an organization’s role in facilitating and fostering innovation, the processes to develop innovations, organizational characteristics that affect the success of innovations, disruptive versus incremental innovations, and effectiveness of innovation teams. Additionally, this course will examine the latest research on creativity to understand what makes individuals and teams more creative than others and how creativity leads to problem solving, and consequently, to innovation. This course will be a required course for the Masters in Business Administration - Entrepreneurship and Social Innovation, and an elective in the Masters in Business Administration - MARKT. 

Consumer Psychology for Public Policy. This Masters level course focuses on concepts, frameworks, theories, and research in consumer behavior and consumer psychology that help policy makers and organizations design programs for the greater good – i.e., programs and initiatives that focus on individuals’ well-being and aim to help consumers live better lives. Drawing mainly on research on consumer information processing, judgment and decision making, and social and cognitive psychology, this course will expose students to the latest research in these fields and how it can be applied to affect consumer behavior and well-being.  This course will count as an elective in the Masters in Business Administration - Entrepreneurship and Social Innovation, and also in the Masters in Business Administration - MARKT.