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

04.12.25
On December 4th, 2025, our Negotiation Management course was enriched by the return of Martin Pilch, Partner at IMPACT Negotiation Group, who joined us for the third time as a guest lecturer. Mr. Pilch led a highly interactive Problem‑Based Learning (PBL) session that gave students the opportunity to apply negotiation theory directly to practice. He began by sharing practical advice on negotiation techniques and effective communication, before guiding participants through a series of realistic case scenarios. These exercises challenged students to collaborate, adapt their strategies, and explore solutions that create value for all parties involved. A key takeaway from the session was the importance of thorough preparation, understanding the perspectives of others, and thinking creatively to reach agreements. Mr. Pilch supported the students throughout, encouraging them to reflect on their negotiation styles and decision‑making approaches. This hands‑on training demonstrated how negotiation skills taught in the classroom translate into real business contexts. We sincerely thank Martin Pilch for his continued engagement and practical contributions to our program, and we look forward to welcoming him again in future guest lectures. More about IMPACT Negotiation Group can be found on their website: https://impactnegotiationgroup.com/
02.12.25
On December 2nd, 2025, Mr. Tom Weise, Director of Global Sourcing at Nordex Group, joined our Negotiation Management course as a guest lecturer. Mr. Weise provided our students with an insightful perspective on negotiation within the global renewable energy industry. Drawing on his extensive experience in procurement and supply chain management, he discussed the specific challenges of negotiating in complex international supply chains and underlined how careful preparation and clear communication are key to building sustainable partnerships. A central theme of his lecture was the importance of looking beyond price in negotiations. Mr. Weise emphasized how long‑term success depends on factors such as quality, reliability, and partnership potential. He illustrated how fact‑based dialogue and patience can help overcome obstacles and create value in demanding negotiation contexts. Students engaged in a practical case scenario, where they had the opportunity to discuss and apply negotiation principles in a realistic setting. This interactive element allowed them to connect course concepts with real‑world practice. We sincerely thank Mr. Tom Weise for sharing his expertise and enriching our course with his perspectives. His contribution was highly valuable, and we look forward to welcoming him again in the future as part of our guest lecture series.

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.