Seminar: Academic Insight II

Deltag i vores 3-steps seminar og få inspiration til den nyeste forskning, inden for 6 højaktuelle marketings- og salgs områder.

Dansk Markedsføring og CBS er gået sammen om at gennemføre 3 seminarer, hvor nogle af de mest interessante Europæiske marketing forskere leverer cutting edge viden, der vil give dig et forspring til at forstå de mekanismer der kommer til at påvirke marketing og salg i fremtiden. Alle 6 foredragsholdere er tilknyttet CBS som Associated Professorer og publicerer og underviser på det højeste akademiske niveau.

Der er fokus på formidling af ny forskning inden for et bredt felt af områder, med fokus på globale analysebaserede indsigter, praktiske cases, databaseret dokumentation og empirisk forskning.

Bliv inspireret:
– Relevante forskningsanalyser og indsigter inden for salg og marketing
– Hvilke marketingsemner og områder er der fokus på i den akademiske verden?
– Global inspiration – få inputs fra marketingsforskere fra Tyrkiet, Finland, Holland, Tyskland, England, Canada, Australien og Schweiz

Seminarerne afvikles som gå-hjem-møder hos Dansk Markedsføring, med 2 indlæg pr. gang af ca. 45 minutter. Efterfølgende er der mulighed for netværk og forfriskninger.

26. September: What do we know about the present and future of sales jobs?
Milena Micevski, Associate Professor of Marketing CBS and Selma Kadic-Maglajlic, Associate Professor at CBS
ALLEREDE AFHOLDT

19. november: International marketing and Socially Responsible marketing / Consumer behavior and growth hacking strategies
Peren Oaturan, Associate professor, Ph.D. and Johannes Hattula, Associate Professor at CBS.

Title: Socially responsible marketing – Peren Oaturan

Abstract: Two projects aim to granulate firm-level corporate social responsibility (CSR) to the department and to the manager level. The first project finds that Socially Responsible Marketing Activities (SRMA) – socially responsible activities at the marketing department level (rather than at the firm level) – is different than the closely related variable socially responsible business strategy and enhances marketing department’s performance and influence within the firm. The second project investigates Chief Marketing Officers (CMOs) and shows that CMOs rarely publish CSR or socio-political activism (explicitly supporting or opposing one side of a partisan sociopolitical issue) communication in social media. Yet when they do, they have higher digital impact for CSR and lower impact for socio-political activism content than regular communication.

Title: Egocentric decision making – Why marketers often fail to understand their customers – Johannes Hattula

Abstract: Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased. We show that one of the most important biases in this category is the so-called false consensus effect (FCE), that is, marketers tend to project their personal preferences onto customers and their target audience. Notably, we find that even highly trained professionals are susceptible to the FCE and tend to confuse their personal preferences with the preferences of target customers. In a series of empirical studies, we explore when marketers are most vulnerable to the FCE, how it can impact their interpretation of customer data, and – most importantly – how they can mitigate this bias to make more informed decisions.

26. februar: Behavioral Science, Tourism and destination branding
Florian Kock, Professor, Center Director at CBS and Sebastian Zenker, Professor bei CBS.

Obs. Indlæg er på engelsk