News

The Role of Consumers in Corporate Communication - Doctoral Thesis Malin Pimper

Mon, 30 Mar 2026 09:42:04 GMT

Congratulations, Dr. Malin Pimper to a very competent, well structured and extremely convincing defense of your thesis! You can be proud of your achievements and the scientific output of your dissertation. All three papers are currently under review at leading marketing journals.

How to work with Influencers

Mon, 01 Dec 2025 15:34:38 GMT

Guest lecturer Carmen Würth, Chief of Staff at the influencer platform Refluenced AG, gave the students in Prof. Giuffredi-Kähr's Digital Marketing lecture an inside look at the strategiv process of influencer marketing: They lerned what to consider, what to avoid, and how to connect brands and creators effectively.

Functional knowledge for students from marketing experts

Thu, 30 Oct 2025 14:09:33 GMT

Prof. Giuffredi-Kähr invited two guests to her Fundamentals of Digital Marketing class in fall 2025 to share insights from industry: Tobias Quelle (CIO at Brack.Alltron) offered a hands-on workshop on Value Proposition Design, and Thorsten Winkler (CEO of Mediaschneider Bern AG) inspired the students with a lecture on Integrated Marketing Campaigns.

Beyond strong bonds: publication in Journal of Interactive Marketing

Thu, 30 Oct 2025 10:32:24 GMT

Who really defends your brand online when it's under fire? Of course the most loyal brand fans, but not only those: Also consumers who are just satisfied, will defend a brand: because the want to restore fairness and give something back.