Knowledge – Research – Action: The ability to integrate business expertise into teaching and application-driven research with an international focus distinguishes the Institute of Marketing and Wine Business.

All of the institute’s staff are research experts who integrate and disseminate their research also in their teaching. The team concentrates mainly on three lines of research.

Consumer studies and innovation management investigates consumers’ behaviour, perceptions and decision-making processes in complex, innovative decision-making scenarios, both virtual and in the real world.

The tourism marketing and technology research focus analyses trends and developments in various sectors, as well as the use of new technology by tourism businesses and organisations with the aim of optimising internal and external business processes.

As part of its research into regional economics and agro-business, the institute looks at regional and sustainable development strategies and measures, with a particular emphasis on the value chain that extends from regional producers to end consumers.

Current research projects are concerned with the application of digital technologies and artificial intelligence for marketing, as well as sustainable tourism development, specifically also in less developed countries and rural regions, and digitalisation in tourism businesses and regions.

We also use eye-tracking hard- and software to evaluate consumer behaviour at the point of sale, and explore aspects of sustainability in the wine business and wine tourism, and into the development of international wine markets.

Degree programmes

The English-taught study programmes Marketing (master) and International Wine Business (bachelor) are allocated to the Institute Marketing and Wine Business.