Welcome to the Institute of Innovation Marketing

Our team conducts research in the fields of marketing, innovation management, and entrepreneurship. We focus on the empirical extraction of real-world insights that contribute to both scientific theory and business practice.
Increasingly, our attention is directed towards the major trends shaping the future, particularly in the thriving fields of sustainability and artificial intelligence (AI). We collaborate closely with international research institutions and industry partners to explore these dynamic opportunities.
In our courses, students engage with up-to-date scientific content, while we align our teaching with the real-world challenges facing the economy and society. By incorporating modern teaching methods and project-based learning, we equip our students with practical knowledge rooted in scientific rigor.

News

30.01.25
On January 30, we had the pleasure of welcoming Jan Köster as a guest speaker at our institute for the first time. Jan (he explained to us that using first names is part of his organizational culture) was a guest in our “Intercultural Management and Communication” lecture as an expert on organizational transformation. As Vice President of Transformation at Gruner+Jahr he is leading the strategic and cultural realignment to prepare G+J for the future and develop it into a learning organization as part of RTL.  Jan took our students through his daily tasks, processes, and challenges and introduced them to the model of the learning organization using practical exercises and examples. The students were encouraged to try out some of Jan's agile methods right in the classroom and discuss their effects afterwards. He complemented our lecture wonderfully and enriched it with new knowledge and exciting anecdotes about challenges and projects from his everyday working life at Gruner+Jahr and RTL. It was an inspiring afternoon, and we are very much looking forward to welcoming him back next year as a guest speaker again. Thank you very much, Jan!

Markus Schuhbauer
Accenture

Together with the Institute for Innovation Marketing and a small group of students, we developed a new marketing strategy for one of our clients. Thank you for the exciting collaboration and the innovative results! We look forward to the next time.

Timo Möller-Gomez
Orbit Ventures GmbH

It is extremely impressive to see how Professor Lüthje and his team build bridges between university and business. This results in an exchange that helps the institute, doctoral students and companies alike to tackle the relevant topics of the future in a well-founded and practice-oriented manner.

Kristian Seel
Master's Student

I had the pleasure of taking the courses "Intercultural Management and Communication", "B2B Marketing" and the cross-university module "INTIE" with Prof. Lüthje. With innovative teaching methods, numerous case studies and exciting guest lectures, the content is taught in a meaningful way. The enthusiasm for the subject and teaching is visible in every lecture and makes for entertaining and inspiring events.