Navigation auf


Institut für Betriebswirtschaftslehre Chair of Marketing for Social Impact




An educational principle is an operational task we apply in order to meet our educational objectives.

Our teaching philosophy is based on an interactive class environment. We aim to combine current topics with basic science and to offer practical instruments that can be applied by our students. By using actual pedagogical methods and technical equipment we are able to teach important theoretical, methodological and leadership skills for future managers in marketing, communication and management.

In order to facilitate the student’s interaction with our department, we create hands-on documents on several important topics that introduce students to some basic skills apart from our teaching program.

Our 10 educational principles are:

  1. To say “yes”: This is a rule in improvisation theatre,which it should be applied to our classroom as well. I would like to exchange ideas and to debate them. Therefore we all need to be open-minded, respectful and tolerant.
  2. To learn how to learn: Over the years, you should have learned how to learn, how to educate yourself, how to identify and distinguish the relevant from the irrelevant, what your personal strengths in learning are and how you can utilize them, and how you should priories your objectives.
  3. To learn to approach information critically and distinguish existing perceptions, and opinions from evidential facts. You should also learn how to evaluate a situation based on the evidential quality of a “fact”.
  4. To learn to ask persisting and penetrating questions.
  5. To learn to perceive patterns in data and behaviour.
  6. To learn to create a toolbox of instruments that you can apply to different settings. Correct application of these tools should allow you to support business decisions in marketing.
  7. To learn to think individually, question assumptions and to develop your thinking paths.
  8. To learn how to critically present your thoughts and solutions in oral and written style. Your thoughts should be clear, logical, well structured, analytical and justifiable.
  9. To learn how to discuss your thoughts.
  10. To learn to develop your thoughts.

Overall, our education process is constantly growing, modifying and renewing, creating a symbiotic atmosphere that enables us to learn from our students, as they are be able to learn from us.

In return, we expect from our students enthusiasm and passion, involvement, willingness to learn, self-motivation to further develop topics that have been introduced in class, discipline, respect, and tolerance.