Neue Wege in die Marketing-Wissenschaft Prof. Dr. Bernd Skiera - - PowerPoint PPT Presentation

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Neue Wege in die Marketing-Wissenschaft Prof. Dr. Bernd Skiera - - PowerPoint PPT Presentation

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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.

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07.10.2015

Neue Wege in die Marketing-Wissenschaft

  • Prof. Dr. Bernd Skiera

(Goethe University Frankfurt, Germany) 2015 Marketing Horizonte 7.10.2015

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1 07.10.2015

Comparison of Traditional Way and Ph.D. Approach to Doctoral Degree

Traditional way Ph.D.

Bachelor “Management “Master Doctoral

  • 2 Years
  • Large classes
  • Little scientific

training

  • 2-5 Years
  • Dissertation written

as “training on the job”

Bachelor/ Master “Research Master” Ph.D./ Doctoral

  • 2 Years
  • Small classes
  • Preparation for

research

  • 3 Years
  • Dissertation based

upon profound education Ph.D.: Doctor of Philosophy degree

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2 07.10.2015

Program Structure of Ph.D. Program

Research Master (MSQ) (2 years course work) Doctoral Thesis (3 years research) I. Enter with bachelor degree II. Enter with master degree I. Master degree II. 2nd Master degree I. Ph.D. degree / Master + Ph.D. degree II. Ph.D. degree / 2nd Master + Ph.D. degree

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3 07.10.2015

GSEFM

Graduate School of Economics, Finance, and Management

Goethe University Frankfurt Johannes Gutenberg University Mainz Technische Universität Darmstadt

  • Founded by:
  • 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

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4 07.10.2015

European center for quantitative and research-oriented graduate- level education

Big Picture of GSEFM

Mission

Reach a Master degree (after two years) and a Ph.D. after an additional three years

Advantage

Research oriented career, whether in academia or in practice

Reward

Very hard working and excellent students with very strong interest in most recent academic findings

Expectations

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5 07.10.2015

Overall Structure of Ph.D. Programs

Qualification Phase (First Year) Specialization Phase (Second Year) Doctor Dissertation Writing Phase

Marketing Management Economics Finance Law and Economics

Quantitative Methods

Mathematical Methods Advanced Econometrics

Institutional Foundations

Historical and Normative Foundations of Economics

Specific Foundations

AMI AMM AMI AMM AMA AMI AFE AMA or AMI LE AFE or AMA or AMI

Qualification Examinations Specialization Course

Marketing, Microeconomics and Management, Econometrics, Finance, Macroeconomics, Development and International Economics, Law and Economics

Seminars Workshops, Doctoral Thesis Supervision, Third-year Research Paper, Teaching, Job Market, Doctoral Thesis submission, Doctoral Thesis Defense

AMI Advance Microeconomic Theory AMM Advance Management and Marketing AMA Advanced Macroeconomics Theory AFE Advanced Financial Economics LE Law and Economics

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6 07.10.2015

Ph.D. Program in Marketing

Advanced quantitative and analytical skills (1st year):

  • Mathematics
  • Statistics
  • Economics

Marketing theory knowledge (1st and 2nd year):

  • Consumer behavior/ Pricing/ CRM/ E-

commerce/ Choice modeling/ Conjoint analysis/ etc.

Apply to real-world challenges

(together with industry partners) Development of better marketing decisions!

  • Business intelligence firms/ Banks/

Advertising agencies/ Online retailers/ Consulting firms

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7 07.10.2015

Example of Empirical Study

Data source: Product & Price Comparison Site Category: LED TVs Time: September 2012 Country: Germany Observed consumers: 105,606 Brands: 56 Products (SKUs): 1,124 Possible competitive relations: 1,262,252

LED TV Market

  • 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

Aims

Ringel, Daniel / Skiera, Bernd (2015), "Visualizing Asymmetric Competition among More than 1,000 Products Using Big Search Data", Marketing Science, forthcoming.

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Ringel | Skiera 8

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.

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9 07.10.2015

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.

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10 07.10.2015

Career Paths after Ph.D.

Practice careers Academic careers Post Ph.D. Graduates

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Forschungs-Rankings

Europe only JM, JMR, JCR, MS 2010-2014 Worldwide: #49

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12 07.10.2015

  • Prof. Dr. Thomas Otter
  • Prof. Dr. Bernd Skiera
  • Prof. Dr. Martin Natter

Department of Marketing: Professor

  • Prof. Dr. Jan Landwehr
  • Empirical aesthetics
  • Product design
  • Symbolic communication
  • Genesis of emotional preferences
  • Bayesian Methods and Applications

in Marketing

  • Choice Modeling
  • Conjoint Measurement
  • Effectiveness of Marketing Actions

Chair for Product Management and Marketing Communications

  • Pricing
  • Entertainment Shopping Auctions
  • Exciting Commerce
  • POS/In store activities
  • Brand Positioning / Preference

Maps

  • Innovation strategies
  • Pricing
  • Entertainment Shopping Auctions
  • Exciting Commerce
  • POS/In store activities
  • Brand Positioning / Preference

Maps

  • Innovation strategies

Chair of Retailing Chair of Service Marketing Chair of Electronic Commerce

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13 07.10.2015

Department of Marketing: Assistant Professors and Lecturers

  • Dr. Evert de Haan
  • Prof. Dr. Klaus Miller
  • Prof. Dr. Jochen Reiner
  • Prof. Dr. Simone Wies
  • Dr. Sebastian Schäfer
  • Prof. Alexander Demuth
  • Gabriele Eick
  • Dr. Thomas Funke
  • Dr. Daniel Kostyra
  • Prof. Dr. Harald Jossé
  • Dr. Beate Rosenthal
  • Dr. Martin Schmidberger
  • Dr. Walter Westervelt

More than 15 Ph.D./Doctoral students

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14 07.10.2015

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

2014

  • Wissenschaftspreis 2014 des Deutschen-Marketing-Verbandes e.V.
  • 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

2013

  • 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
  • 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
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15 07.10.2015

Awards since 2008 (2/3)

2012

  • 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
  • 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

2011

  • Schmalenbach price
  • 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
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16 07.10.2015

Awards since 2008 (3/3)

2010

  • Track Best Paper Award
  • Science Award of the Erich-Gutenberg-Arbeitsgemeinschaft
  • 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

2008

  • Dissertationspreis der Alcatel-Lucent Stiftung für Wirtschaftswissenschaftler zum

Themenkreis ?Kommunikations- und Informationstechnik?

  • Schmalenbachpreis
  • Erich-Gutenberg-Prize
  • IHK-Dissertation-Prize
  • Paul Root Award finalist
  • Science prize of HORIZONT Foundation
  • Science prize "Marketing & Sales Award“
  • Support of Heinrich-Vetter-Foundation
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17 07.10.2015

Fun While Performing Excellent Research

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18 07.10.2015

Application Process

  • Highly competitive: hundreds of applicants each year
  • Application for winter semester 2016/ 2017 starting December 2015
  • 3 review stages for applicants:

I. Received by January 31, 2016:

  • Notification by middle of March

II. Received between February 1, 2016 and March 31, 2016:

  • Notification by End of May

III. Received between April 1, 2016 and July 15, 2016:

  • Notification in August
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19 07.10.2015

Evaluation Criteria

  • Most important:
  • Very good academic performance
  • Willingness to work very hard
  • Serious interest in scientific education

I. Field of previous study/ Previous Degree/ Grade:

  • Minimum: Bachelor degree (completed at start of program)
  • Coverage of quantitative methods during Bachelor degree

II. Research plan:

  • Motivation for chosen degree
  • Interest in what type of research projects

III. Letters of evaluation:

  • 2 confidential letters of evaluation (at least one from active university lecturer)
  • IV. GRE/GMAT score
  • Upper 20th/ 25th percentile in quantitative part for Ph.D./ MSQ
  • Verbal/ writing score as other important criteria

V. Language competency

  • Minimum score of 93, 580, and 7.0 in TOEFL iBT, TOEFL PBT, and IELTS respectively
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20 07.10.2015

Additional Questions

Bernd Skiera

Director of Marketing GSEFM

skiera@wiwi.uni-frankfurt.de

Iman Ahmadi

Ph.D. candidate

i.ahmadi@wiwi.uni-frankfurt.de

Elham Maleki

Ph.D. candidate

maleki@wiwi.uni-frankfurt.de

Namig Nurullayev

Ph.D. candidate

namig@wiwi.uni-frankfurt.de

Emily Nelson de Velasco

Director of student service

gsefm.office@wiwi.uni-frankfurt.de

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21 07.10.2015

Research Master in Marketing

Thesis Degree Econometrics

  • AEC1
  • AEC2

Method x

  • x1
  • x2

Method y

  • y1
  • y2

Methodological Courses (one package)

STRUCTURE OF RESEARCH MASTERS

Macroeconomics

  • Macro Theory 1
  • Macro Theory 2

Marketing

  • Marketing

Theory 1 NN

  • Theory

Finance

  • Capital Market

Theory Microeconomics

  • Micro Theory 1
  • Micro Theory 2

Seminars in Economics

  • Master-Seminar
  • Research-Seminar

Seminars in Business

  • Master-Seminar
  • Research-Seminar

Money and Macroeconomics

  • IMAC
  • GRDV
  • MOMA

Marketing

  • MAR 1
  • MAR 2
  • MAR 3

NN

  • NN 1
  • NN 2
  • NN 3

Finance

  • COMB
  • DESV
  • EMFI

Applied Microeconomics

  • LAEC
  • ECTX
  • APMI

Macro Micro Finance Marketing NN Master of Quantitative Economics Master of Quantitative Marketing Master of Research in NN Economic Theory (three classes) Seminars (one package) Concentration (one package)

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22 07.10.2015

Educational Collaboration Structure

Master Bachelor Assistant Professors Lecturers Professors Ph.D./Doctoral Students

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23 07.10.2015

Goethe University, Frankfurt

  • Founded in 1914
  • More than 45,000 Students (for WS 2013/2014)
  • 40% non-German nationals of newly appointed professors in 2013
  • 7,053 International student from 130 different nationalities
  • More than 173 Million € by the third-parties