Marketing

The marketing area offers courses at undergraduate, master's and doctoral levels that covers basic marketing, marketing research, brand management, consumer behavior etc.
Research is conducted within the following areas: Brand Management, Service Innovation, Advertising and Marketing Communication, Buyer Behavior, International Marketing, Philosophy of Science, and Research Methods.

Areas of research

Brand Management
Brand Management has become a major research area at the department. Specific projects are: (1) methodologies for assessing brand associations, (2) how to measure and develop brand personality, (3) the influence of corporate social responsibility on brand perceptions, (4) success factors for brand extensions and brand alliances, (5) the relationship between the brand and the consumer, and (6) the importance of country-of-origin for the perception of the brand involving several of our staff and research scholars.

Service Innovation
Service Innovation is a new focal area of research at NHH. Within the discipline of marketing, we focus three key themes: Innovations in customer and brand experiences; Open and co-creating innovation processes; and Business model innovations. More information about NHH’s Center for Service Innovation can be found here

Advertising and Marketing Communication
Communication activities are important for organizations in order to establish contact with, and in order to influence buyers, clients and other constituencies. Such activities influence the greater society as well. A variety of topics related to advertising and marketing communication are addressed, including sponsoring, product placements, persuasion and the development of communication strategies.

Buyer Behavior
A variety of consumer behavior topics have been treated in several publications by our staff. The contributions range from Johan Arndt's classic study of worth-of-mouth advertising to recent doctoral dissertations on consumer-brand relationships, family decision making, savings behavior and the like. A considerable part of purchasing behavior is the outcome of group decisions in firms, thus much research conducted by staff members have dealt with issues such as intra- and interorganizational power, decision making by households and organizations, buying-center activities, strategic purchasing etc. Recently, faculty has focused on consumer psychology themes such as customer-brand co-creation, consumers’ optimism bias for future products, and consumer habits.

International Marketing
Norway's economy is small by international comparisons - but it is one of the most international economies in the world. Our late colleague, Bjarne Bakka, spent most of his time at the Department on issues related to how firms become international. Combining his extensive industry experience with his inquisitive and systematic mind, he was able to assist students and firms alike in their internalization process. Members of our faculty have been involved in large-scale research projects seeking to determine the key success criteria for firms that decide to enter foreign markets or market products and services to an international audience.

Research Methods
Philosophy of science, meta-theoretical perspectives and research methods are of fundamental importance to any academic discipline. Research focusing on methodological problems such as scaling and elicitation techniques have been the focus of doctoral dissertations. The marketing area has also established close-working relationships with internationally recognized scholars addressing methodological issues in their research. In cooperation with researchers at other institutions some of the researchers at the institute have for some years addressed e.g. the performance of different estimation methods in Structural Equations Modelling and formative versus reflective measures.

Faculty- Marketing

Ingeborg Astrid Kleppe

Torvald Øgaard

Siv Skard

Dimitri Jegorov

Nasun Moadmuang

Njål Sivertstøl

Cathrine von Ibenfeldt Trelease