Vision & Mission

Vision

The Professorship of Marketing and Technology (TUM School of Management) envisions a more complete understanding of how emerging technologies shape marketing and management contexts. We aim to educate consumers, firms, and societal decision-makers. At the heart of our work is the rigorous exploration and analysis of how technology impacts decision-making.

Mission

Our mission is to pursue an interdisciplinary research agenda that bridges psychological theory with technology-driven and managerial questions. As such, we address pressing contemporary challenges and examine the dynamic interactions between various stakeholders. Focus is placed on emerging technological interfaces such as immersive technologies (e.g., augmented and virtual reality), artificial intelligence, and human–machine interaction in Consumers-to-Consumer (C2C) or Business-2-Business (B2B) contexts.