Seminar: Academic Insight III

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

Nudging Customers Through the Design of Servicescapes
Sebastian Zenker (professor in marketing and tourism, CBS) will present the concept of nudging and explain the underlying different motivations to influence customers. He will talk about how the physical design of servicescapes (e.g., the design of stores, shopping malls, restaurants, or hotels) can influence customer behavior in that regard – in particular to make customers behave more sustainable or chose more sustainable options in their buying decisions.

Is Copenhagen Cool? Examining Coolness and It Matters for Managers
Coolness is omnipresent in our daily lives. Yet, we know almost nothing about what coolness is, how it is created or lost, and its impacts on our behavior. Yet, it is important: Brands, cities and companies like restaurants want to be cool but often have no idea how to become cool. In this talk, Florian Kock (professor and center director at CBS) will explain what coolness is and its value for businesses. He will discuss his recent research and present findings from it that help managers to leverage the value of coolness.

De to næste Academic Insight:
13. juni: Engaging with the Circular Economy: A Service Marketing Perspective
Ad de Jong, Kraks Fond Professor of Marketing and (second speaker to be announced)
26. november: TBA
Tobias Schäfers, Professor of Marketing and Michel Van der Borgh, Professor of Marketing

Obs. Indlæg er på engelsk