Department of Marketing (MARK)
Department of Marketing (MARK)
Highlights of 2005
- The Department received four visiting professors from other countries in 2005: professor John Phillip Jones, professor Kara Chan, Eugene Jaffa and professor Larry Percy.
- The Department's CAMS Center in Herning received DKK 8 mill. from Ringkøbing County in support of the IMP programme over the next four years.
- The Department received a grant from the Strategic Research Council of DKK 3 mill. for research in consumer behaviour and health.
- The Department's CMC Center has a membership of 36 subscription-paying enterprises and organisations. Furthermore, grants were received from the Tuborg Foundation and the Egmont Foundation.
- In 2005, the Department worked with several partners, including the National Consumer Agency/the Nordic Council of Ministers, the Ministry of Science, the Danish Cancer Society, Danish Commerce and Service, the Confederation of Danish Industries, the Danish Marketing Forum, Asia Link and others.
- The Department founded the European Advertising Academy, and one of its professors was appointed President.
- Two members of the Department's staff joined two different government research councils abroad.
Academic profile
The Department of Marketing deals with demand-based management of enterprises/organisations and markets/relations. The basis of the discipline is a market interpretation of the customers, networks, relations and other stakeholders in the environment of the enterprise exerting influence on the consequences of management decisions. The market interpretation forms the basis of multivariable decision tools, including decisions concerning production, distribution, pricing and communication.
Today, the Department has four academic focus areas: consumer behaviour, B2B, retailing and market communication. Consumer behaviour deals with consumers as the basis for marketing decisions concerning the consumer goods market (consumer purchases). Similarly, B2B deals with the organisational purchaser market (commercial purchases). Retailing deals with the retail sector and its relations to other levels of the chain of distribution. Market communication deals with the media choices and market communication of enterprises and performance measurements. In addition, the subjects include marketing management, design and product development.
Research strategy
In its capacity as a major marketing department by international standards, the Department must have a broad research profile to enable it to be a partner, supply courses and present results within the overall marketing discipline. The Department wishes to continuously prioritse research focus areas reflecting the needs and conditions of the current environment. The Department is committed to enhance the quality of its research in terms of publication in internationally recognised journals. One success criterion in this connection is the Department's attractiveness in relation to students, researchers and partners. The priorities are determined by the consideration of having a sufficiently broad spectrum of qualifications to cover the marketing discipline, and of the existing focus areas reflected in the research groupings having sufficient critical mass.
Research results
Three Department PhD theses were completed in 2005, of which two were in a foreign language. The 22 members of the permanent scientific staff published 19 articles in international, scientifically reviewed journals. 1/3 of the journals are internationally recognised and of a fairly high standard. They include Industrial Marketing Management, Journal of Business Research and Journal of Consumer Behavior. The other journals are highly specialised and aimed at a restricted target group. In addition, 27 articles and prefaces were published in international anthologies. Finally, the Department had 12 proceedings included and presented at internationally recognised, scientific conferences.
Statistically, the research production development fulfilled the Faculty's objective. The production of working papers and Nordic-language publications decreased substantially, while publication in international scientific journals and subsequent presentation of research results (Other publications) in Denmark was reinforced (the grey curve below).
The figure below reflects the development over the last 5 years.
The production of articles in international, scientific journals is expected to be strengthened in terms of quality (choice of journals) rather than quantity in coming years.
Research relations to practice
The Department is involved in several working relationships with private enterprises, interest groups and public authorities. The Center for Marketing Communication has 36 paying member enterprises and organisations, including the Danish Association of Advertising and Relationship Agencies (DRRB), the Association of Market Research Institutes in Denmark, Danske Magasinudgiveres Forening (Danish Association of Journal Publishers), Post Danmark, TV2/Advertising, Initiative Universal Media, Bates, BRF Kredit, Carat, Mediacom, Mediaedge:cia, Danish financial daily Børsen, Dansk Tipstjeneste, Danske Bank, Danish daily Ekstra Bladet, House of Prince, Lån&Spar Bank, Novo Nordisk, TDC, DSB, BBDO, DDB and Forbrugerkontakt (Consumer Contact). The Steering group, with which the Center for Marketing Communiction has a close dialogue, consists of 11 members of the enterprises. Agreements have recently been concluded with the Egmont Foundation and the Tuborg Foundation, among others.
The current establishment of a centre concerning retailing studies in itself constitutes a partnership with the business community, and the HD Retailing Programme is being developed along the same lines. Here, agreements on PhD funding have already been concluded with private enterprises. The Department has also had working relationships with a number of public authorities and interest groups, e.g. the National Consumer Agency and the Nordic Council of Ministers. Finally, many researchers participate in "general" conferences, symposia etc, while several are members of the supervisory boards of business enterprises.
As appears from the research funds figure above, the majority of research funds, excluding basic funds, was obtained through partnerships with the business community.
Last updated by Communications & Marketing 17/10/2008
