The new EBS Alumni Chair of Marketing was established for the 2025/26 academic year and specifically strengthens the university's academic development in a key field of the future. SRH is supporting the initiative by doubling the endowment amount, thereby further strengthening the Chair. The endowed professorship is held by Prof. Dr. Franziska Krause, Professor of Marketing & Customer Insight at EBS, and positions the university as an innovative location for modern, technology-driven marketing research.

Prof. Dr. Philipp Hoog, President of EBS Alumni e.V., emphasises the importance of this commitment: "With the EBS Alumni Chair of Marketing, we as an alumni association are sending a clear signal: we want to strengthen EBS in a future-oriented field that is equally relevant to science, business and society. This professorship represents the close ties between alumni and their alma mater and their commitment to actively shaping the development of EBS."

Marketing in transition: consumer behaviour and digital technologies

Marketing is undergoing a profound transformation process – shaped by artificial intelligence, data-based decision-making models and new forms of digital interaction. This is precisely where the EBS Alumni Chair of Marketing comes in, combining academic excellence with high practical relevance.

The focus is on, among other things:
• Artificial intelligence and digital transformation
• Experimental consumer research and neuromarketing
• Social media and community analyses
• Personalisation and co-creation
• Ethics, sustainability and responsible marketing

Prof. Dr. Franziska Krause explains: "The chair offers a unique opportunity to further expand research and teaching at the interface between consumer behaviour and technology. Especially in times when AI and digital systems are fundamentally changing markets, it is crucial to continue developing marketing in a scientifically sound and practical manner."

Bridge between alumni, academia and business practice
As an alumni-funded foundation initiative, the chair creates a platform for exchange and cooperation between students, academics, alumni and corporate partners. Joint research projects, guest lectures, mentoring programmes and practice-oriented innovation formats are planned.

Günther H. Oettinger, President of EBS Universität, emphasises the strategic importance: "The endowment of this professorship by EBS Alumni e.V. is a strong signal for the future viability of our university. It shows how effectively academic excellence and alumni engagement can work together to provide new impetus in research, teaching and transfer."
 

Research with state-of-the-art infrastructure
The Chair builds on EBS's existing research infrastructure, including the EBS Lab for Empirical Research, which enables experimental and behavioural science research using innovative methods.