De nationalité allemande, M. Marcel Paulssen est professeur en marketing au département des hautes études commerciales de la Faculté des sciences économiques et sociales de l'Université de Genève. Il est titulaire d'un doctorat de la Technische Universität (TU) de Berlin.
Marketing Research / Recherche Marketing (Bachelor)
The goal of this course is to provide students with the necessary theoretical knowledge and skills to conduct empirical research. The skills covered in the course are not only applicable to marketing problems but to any type of empirical research problems. These skills are important in case you want to pursue a career in marketing or consulting. This class provides a solid foundation for more advanced classes in various master programs in the social sciences.
Upon completion of this course students are expected to be able to:
- translate marketing problems into research questions;
- decide on the appropriate marketing research to answer these research questions;
- determine the research design (data collection methods, sampling etc.);
- analyze and interpret data; make effective decisions based on the results of data analyses.
Students will not become methodological experts in this course, but they will be introduced to the basics of empirical research such as questionnaire design, measurement and scaling, sampling etc. Upon completion of the class students should be able to apply the covered analysis techniques in research projects.
Présentation du cours:
Le but de ce cours est de fournir aux étudiants les connaissances théoriques nécessaires pour effectuer des recherches empiriques. Les connaissances acquises dans ce cours ne sont pas seulement utiles pour des problèmes marketing, mais pour tous types de problèmes de recherche empirique. Ces connaissances sont indispensables pour ceux qui souhaitent poursuivre une carrière en marketing ou en consulting. Ce cours offre une solide formation pour des cours plus avancés dans des programmes de master en sciences sociales.
Objectifs du cours:
Suite à ce cours, les étudiants seront capables de :
- formuler des problèmes marketing en questions de recherche,
- décider de la recherche marketing appropriée pour répondre aux questions de recherche,
- déterminer le design de recherche (méthodes de collecte des données, échantillonnage, etc.),
- analyser et interpréter les données en utilisant SPSS, prendre des décisions pertinentes sur la base de ces mêmes données.
Ce cours n’a pas pour objectif de rendre les étudiants experts en méthodologie, mais de leur présenter les bases de la recherche empirique telle que rédaction de questionnaire, mesures et échelles, échantillon etc. Suite à ce cours les étudiants seront capables d’utiliser les techniques d’analyses présentées dans des projets de recherche.
In a world where the consumer is confronted with a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. While it is often possible to imitate manufacturing processes, the beliefs, attitudes and associations established in the consumer’s mind cannot simply be imitated. Thus more and more firms and organizations of all types have realized that the brand name associated with their products or services is one of the most valuable assets they own. Branding is an obligatory master course that builds upon the lessons learned in marketing core courses and provides deeper insights on two interrelated issues: consumer psychology and brand management. The concepts of branding taught in this class are relevant for any type of organization (public or private, large or small, etc.).
Brands are some of the most valuable assets companies own. The overall goal of the course is to analyze the brand management decisions that must be made to build, measure, and manage a brand. Particular emphasis is placed on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands. Upon completion of this course students are
- have attained a thorough understanding of the consumer and of how consumers develop brand attitudes and behaviors,
- know the issues, techniques, and decision options in analyzing, planning and managing brands,
- be able to apply the acquired knowledge to make informed and more successful decisions in real-world branding problems.
Branding is rather an art than a science and most branding decisions and problems, which companies face in the real world, have no definitive “best solution”. Still by providing students with relevant and comprehensive theoretical knowledge (mostly routed in consumer psychology) and their accompanying ideas, concepts and mechanism, students will be able to make more informed decisions with a higher probability of success. The skills acquired in this class are fundamental in case you want to pursue a career in brand marketing and helpful in many other areas including consulting and advertising.
Multivariate Data Analysis (Master)
The main objective of the course is to familiarize students with two highly relevant multivariate analysis techniques: structural equation modeling and conjoint analysis. Structural equation modeling has become an increasingly important analysis technique in the social sciences. In marketing but also in neighboring disciplines such as psychology it has seen a tremendous growth of usage. Gradually it has also entered management practice and is offered among others by strategy consultancies such as McKinsey. Conjoint analysis refers to a family of analysis techniques that is widely used in managerial practice to support decision making in crucial areas such as product design, pricing or market segmentation. Upon completion of this course students are expected to be able to get a thorough knowledge of different approaches of the conjoint family (i.e. rating-based conjoint, adaptive conjoint analysis, choice-based conjoint), and make effective managerial decisions based on the results of conjoint studies.
Students are expected to reach a high level methodological expertise in this course. They will apply most of the analyses taught in the lecture in small case studies. Ultimately mastery of the material will be demonstrated through the term project. The skills acquired are highly relevant in case you want to pursue a career in marketing or consulting or if you plan to pursue a Ph.D.
Advanced Marketing Research (Master)
The goal of this course is to provide students with in-depth knowledge of select multivariate analysis techniques. It builds on the knowledge acquired in a basic marketing research course. Students will ont only be introduced to relevant multivariate analysis techniques but also to typical marketing problems in which these techniques are applied to support managerial decision making. Most of the multivariate analysis techniques covered will be applied in case studies to help support real marketing decision problems. Students thereby acquire hands-on knowledge on how to apply these techniques. The skills covered in the course are not only applicable to marketing problems but to any type of empirical research problems. These skills are fundamental in case you want to pursue a carreer in marketing or consulting, or if you want to pursue a Ph.D.
Upon completion of this course students are expected to be able to:
- translate marketing problems into research questions;
- decide on the appropriate analysis technique to support a specific marketing decision;
- acquire detailed knowledge about the assumptions, advantages and disadvantages of the respective multivariate techinques;
- be able to analyze data with the respective multivariate techniques and to correctly interpret the results;
- make effective decisions based on the analysis results.
Students will reach a high level of methodological expertise in this course. They will acquire in-depth knowledge of several analyses techniques and will be enabled to conduct these analyses by themselves and utilize the results to effectively support marketing decisions.
Customer Relationship Management (Master)
The advent of relationship marketing induced a paradigm shift in marketing from attracting customers into transactions towards establishing and maintaining long-term relationships with them. Organizations have realized that customer relationships are some of their key assets, thus the primary objective of the marketing activities of many organizations is to establish, develop and maintain these customer relationships. The main objective of the course is to familiarize students with the strategy and tactics of customer relationship management (CRM). Topics include customer satisfaction measurement, customer value assessment, improvement and creation of loyalty, design of loyalty programs, customer communities and co-creation etc. Upon completion of this course students are expected to be able to:
understand the key concepts and best practices of customer relationship management
apply analytical techniques and concepts acquired during the course to real-world decision problems in customer relationship management.
Marketing Executive MBA
Marketing Management is the art and science of selecting target markets, attracting and increasing customers through the creation, supply and communication of superior customer value. Marketing management attempts to tackle organizational objectives by effectively satisfying customers in a dynamic environment. This module endeavors to overview marketing principles and processes, and to provide students with the opportunity to apply the key concepts to practical business situations. Along this module, we focus on three main subjects: strategic analysis, segmenting, targeting and positioning, and the design and implementation of the marketing mix.
This module aims to introduce students to the core marketing concepts i.e. how to deliver customer value in a more efficient and effective way than competitors. Theoretical concepts and practical applications are presented along the module; this is to provide students with useful tools necessary for a systematic approach to marketing decision-making.
More precisely, at the end of the module, students are required to:
- Understand the role of marketing within the firm’s business strategies;
- Develop a structured approach to the analysis of marketing problems;
- Foster an appreciation for the value of marketing concepts in understanding management problems, and developing comprehensive marketing programs;
- Appreciate how the elements of a successful marketing program fit together;
- Expand decision-making skills by making and defending marketing decisions in the context of realistic problem situations with incomplete information.
- Course Syllabus Marketing Research
- Syllabus du cours Recherche Marketing
- Course Syllabus Branding
- Course Syllabus Multivariate Data Analyses
- Course Syllabus Advanced Marketing Research
- Course Syllabus Customer Relationship Management
- Course Syllabus Marketing EMBA
Pour toutes questions liées à la rédaction du mémoire, merci de prendre connaissance du document suivant:
Projet de recherche en gestion - Bachelor
Nous invitons tous les étudiants qui sont intéressés à rédiger leur mémoire de Bachelor sous notre supervision de bien vouloir lire attentivement les instructions suivantes sur la façon de procéder avant de soumettre leur candidature.
Sujets: Vous êtes libres de proposer tout sujet, pour autant que ce soit dans le domaine du marketing et compatible avec l’orientation de nos recherches (nous ne sommes pas des experts en publicité ou en sponsoring).
Langue de rédaction: Les mémoires peuvent être rédigés en français ou en anglais.
- Les candidats doivent être inscrits en HEC (cf. directives pour le projet de recherche en gestion). La préférence sera accordée aux étudiants ayant suivi le cours Recherche Marketing.
- Les candidatures pour le mémoire sont prises en considération une fois par année. Le délai pour envoyer sa candidature est le 31 octobre.
- Etapes pour s'inscrire: Réfléchir à un sujet et en discuter la pertinence avec l'un des assistants du Prof. Paulssen. Soumettre à un des assistants un dossier comprenant les éléments suivants: Titre du sujet, description de la problèmatique à développer ainsi que de la méthodologie de recherche envisagée, une bibliographie contenant une dizaine de références scientifiques, votre CV ainsi que les notes obtenues lors des examens de Bachelor. Toute candidature incomplète ne sera pas prise en compte.
- Une fois votre candidature acceptée, il est impératif de remplir le formulaire d’inscription officiel, de nous le retourner pour signature et de le remettre dans la boîte aux lettres du directeur du Bachelor pour validation par le Comité scientifique. Il est impératif de remettre le formulaire d’inscription dûment complété en respectant le délai d’inscription aux enseignements / examens du semestre académique durant lequel vous désirez réaliser le projet.
Délai de reddition du mémoire: au plus tard le dimanche, minuit, deux semaines avant le début de la session ordinaire d’examens du semestre en question (automne ou printemps). Si un étudiant ne dépose pas son travail dans les délais, alors la note « ABS » (absent) sera annoncée au secrétariat SES.
Version finale du mémoire: prière de fournir une version papier et d’envoyer une version électronique à l’assistant qui vous supervise.
Students who are in the master in management program of HEC and who wish to write a Master thesis at the marketing chair of Professor Paulssen should have successfully completed the marketing orientation. It is however also possible for students of neighboring disciplines such as psychology or economics to write a master thesis under the supervision of Professor Paulssen and/or his assistants. It is recommended that students have a genuine interested in empirical research and good command of quantitative methods.
Topics: The table below contains a list of current topics for master theses that we are offering at the moment. In general we are open for students’ suggestions of others topics than the ones listed below, as long as these topics fit within our area of expertise (e.g. we are not experts in advertising research) and with the orientation and direction of our research.
Language: all theses have to be written in English
- Who can apply: HEC master students with marketing orientations only and master students from neighboring orientations such as psychology or sociology.
- How to apply: Please send an email to one of Professor Paulssen’s assistantcontaining the grades obtained during the 1st and 2nd semester of the master,a CV and a brief letter of motivation explaining which topic you are interested in and why.
- 31.01. for master theses that should be written in the summer term.
- 31.08. for master theses that should be written in the winter term
|Taxonomy of complainers and its business implications||The tasks of this Master's thesis project are twofold: first, the student should make a thorough literature review on consumers' complaining behaviours. Afterwards, s/he shall analyze real-world data to shape complainers' taxonomy and its implications in terms of both customer satisfaction and brand loyalty.||G. Catenazzo|
standards to ensure
|In this thesis we are interested in the relationship between service processes or service delivery and service quality perceptions. The goal is to set service process standards that should be enforced through modern accounting instruments such as the balanced scorecard.||G. Catenazzo|
|The impact of product failures on quality perceptions and
|The goal of this thesis is to first provide a literature review on how product failures impact customers’ quality perceptions and the relationship quality between customers and companies. In a second step the student has the possibility to analyze real-world data and quantify which types of product failures truly damage quality perceptions and customer relationships.||G. Catenazzo|
|Co-creation: tools and current practices of involving the consumer in new product development||In a market in which technology-enabled consumers can now engage themselves in an active dialogue with manufacturers--a dialogue that customers can control--companies have to recognize that the customer is becoming a partner in creating value. The shifting role of the consumer affects the notion of a company's core competencies. Where previously businesses learned to draw on the competencies and resources of their business partners and suppliers to compete effectively, they must now include consumers as part of the extended enterprise. (Prahalad & Ramaswamy, 2000). The goal of the thesis is to define current tools and practices that are used to involved the consumer in new product development.||Prof. M. Paulssen|
|The impact of customer engagement activities on brand loyalty||The web 2.0. has empowered customers in expressing their feelings and opinions towards products and brands in an online environment. More and more consumers engage with their favorite brands and interact with them either with a simple “like” or express their feelings on current products and services, promotional activities or engage with the company to develop new products. The goal of the thesis is to investigate the interaction touch points of how consumers engage with companies in the online environment and how these exchanges impact brand loyalty triggers such as satisfaction, trust and brand love.||Johanna Brunneder|
|Co-Creation : Possibilities, Opportunities and Challenges||The goal of this thesis is to first review the current state of knowledge in academic literature on co-creation in terms of customer relationship management, branding and market research. Then the student should investigate through a netnography approach by studying online blogs, communities and discussion forums to determine the expectations and challenges managers face when introducing co-creation in their marketing department.||Johanna Brunneder|
|Conceptualization of e-brand equity||The increasing use of social media to engage with companies entails risks as well as opportunities for companies. Currently marketers are in need to better understand of how to collect information of online engagement activities between company and customer. In this thesis the student is asked to construct a theoretical concept of how to measure co-creation brand value and should apply his concept to brands of his choice and compare them in terms of their measured co-creation brand value.||Johanna Brunneder|
|The role of communities in marketing||
Marketing has gone through fundamental changes during the last years.The goal of the thesis is the review existing literature on communities, to understand which different types of communities exist, who participates in these communities and why they participate. The aim is to understand the difference between brand communities and non-brand communities and how communities shape the marketing landscape.
Articles in double-blind refereed Journals :
- Temme, D, Paulssen, M., Hildebrandt, L. (2009), Common Method Bias- Arten, Ursachen Kontrollmöglichkeiten, Die Betriebswirtschaft, 69(2), p.123-146
- Paulssen, M., (2009), Attachment Styles in Business-to-Business Relationships, Psychology & Marketing, 26(6), p. 507-533
- Temme, D., Paulssen, M., Dannewald, T. (2008), Latent variables in discrete choice models – A hierarchical model of travel mode choice, BuR – Business Research, 1(2), p. 220-237.
- Paulssen, M., Birk, M., Bagozzi, R. P. (2007), When customers think differently: A Customer-side Categorization Approach to Strategic Groups, Marketing Journal of Research and Management, No. 2, p. 91–104.
- Paulssen, M., Birk, M. (2007), Satisfaction and Repurchase Behavior in a Business-to-Business Setting: Investigating the Moderating Effect of Manufacturer, Company and Demographic Characteristics, Industrial Marketing Management, 36(7), p. 983-997 - Selected as one of the best papers at the 22nd Industrial Marketing and Purchasing Group Conference
- Scholderer, J., Balderjan, I., Paulssen, M. (2006), Kausalität, Linearität, Reliabilität: Drei Dinge, die Sie nie über Strukturgleichungsmodelle wissen wollten, Die Betriebswirtschaftslehre, p. 640-651.
- Paulssen, M., Bagozzi, R. P. (2006), Goal Hierarchies as Antecedents of Market Structure, Psychology & Marketing, 23(8), p. 689-709.
- Paulssen, M., Bagozzi, R. P. (2005), A Self-Regulatory Model of Consideration Set Formation, Psychology & Marketing, 22(10), p. 785-812.
- Wagner, K., O’Mahoney, M., Paulssen, M. (1997), Standortfaktor: Humankapital in Deutschland und die Aufholjagd der britischen Industrie, Zeitschrift für Betriebswirtschaftslehre, S. 947 – 970.
Double-blind refereed Conference Proceedings :
- Sommerfeld, A., Paulssen, M. (2008), Antecedents and Consequences of Customer-Company Identification, Proceedings of the 35th EMAC-Conference Brighton
- Falkenreck, C., Wagner, R., Paulssen, M. (2008), Antecedents of Company Reputation Transfer in B2B Markets: Empirical Evidence from Five Different Cultures, Proceedings of the 35th EMAC-Conference Brighton.
- Paulssen, M., Wilke, S. (2008), Social bonding in consumer relationships under different levels of perceived risk, Proceedings of the 35th EMAC-Conference Brighton
- Quint, D., Paulssen, M. (2008), Heterogeneity in the Satisfaction-Retention Relationship – A Finite Mixture Approach, In Preisach, C., Burkhardt, H., Schmidt-Thieme, L., & Decker, R. (Eds.), Data Analysis, Machine Learning and Applications – Studies in Classification, Data Analysis, and Knowledge Organization (pp. 463-471). Heidelberg: Springer.
- Paulssen, M., Sommerfeld, A. (2008), Are Critical Incidents Really Critical for a Consumer Relationship? – A MIMIC-Approach, In Preisach, C., Burkhardt, H., Schmidt-Thieme, L., & Decker, R. (Eds.), Data Analysis, Machine Learning and Applications – Studies in Classification, Data Analysis, and Knowledge Organization (pp. 471-479). Heidelberg: Springer.
- Paulssen, M., Bagozzi, Richard P. (2007), Customer Coping to Relationship Transgressions: An Attachment Theoretic Approach, Proceedings of the Advertising and Consumer Psychology Conference, Santa Monica, USA, New Frontiers in Branding: Attitudes, Attachment, and Relationships
- Birk, M., Ivens, B., Paulssen M. (2007), Examining the Role of Norms in Consumer-Brand Relationships: The Applicability of Macneil's Relational Exchange Theory, Proceedings of the 35th EMAC-Conference Reykjavik Island, Flexible Marketing in an Unpredictable World
- Paulssen, M., Birk M. (2007), Moderators of the Satisfaction Retention Link in a B-to-B Setting, Proceedings of the 35th EMAC-Conference Reykjavik Island, Flexible Marketing in an Unpredictable World
- Temme, D., Dannewald, T., Paulssen, M. (2007), Hybrid Choice Models – Estimation Using Canned SEM Software, Proceedings of the 35th EMAC-Conference Reykjavik Island, Flexible Marketing in an Unpredictable World
- Paulssen, M., Sommerfeld, A. (2007), Which critical incidents are really critical for consumer relationships?, Proceedings of the 35th EMAC-Conference Reykjavik Island, Flexible Marketing in an Unpredictable World
- Paulssen, M., Birk, M. (2006), Satisfaction and Repurchase Behavior in a Business to Busines Setting: Investigating the Moderating Effect of Manufacturer, Company and Demographic Characteristics, Proceedings of the 22nd Industrial Marketing and Purchasing Group Conference
- Paulssen, M., Sommerfeld, A. (2006), Multiple Moderators of the Trust – Loyalty Relationship in Business-to-Business Relationships, Proceedings of the 22nd Industrial Marketing and Purchasing Group Conference
- Paulssen, M. (2006), Attachment Styles in Business-to-Business Relationships, Proceedings of the 22nd Industrial Marketing and Purchasing Group Conference
- Sommerfeld, A., Paulssen, M., Birk, M. (2006), Embedded Business-to-Business Relationships” Proceedings of the 35th EMAC, Sustainable Marketing Leadership
- Paulssen, M. (2006), Embedded Business-to-Business Relationships: A Longitudinal Study, Proceedings of the 1st International Conference on Business Market Management
- Paulssen, M. (2006), Attachment Styles in Business-to-Business Relationships, Proceedings of the 1st International Conference on Business Market Management
- Paulssen, M., Birk, M. (2006), Moderators of the Satisfaction Retention Link in a B-to-B Setting, Proceedings of the 1st International Conference on Business Market Management
- Paulssen, M., Sommerfeld, A. (2006). Modeling the Nonlinear Relationship between Satisfaction and Loyalty with Structural Equation Models. In Spiliopoulou, M., Kruse, R., Borgelt, C., Nürnberger, A. & Gaul, W. (Eds.), From Data and Information Analysis to Knowledge Engineering – Studies in Classification, Data Analysis, and Knowledge Organization (pp. 574-581). Heidelberg: Springer.
- Paulssen, M., Fournier, S., (2005), Individual Differences in Consumer Relationships - an Attachment Perspective, Proceedings of the 34th EMAC, Rejuvenating Marketing: Contamination, Innovation, Integration
- Paulssen, M. (2004), Applying Attachment Theory to Business-to-Business Relationships, Proceedings of the 33th EMAC, Worldwide Marketing
- Paulssen, M., (1999), Individual Goal Hierarchies as Antecedents of Market Structure, Wiesbaden: Gabler Edition Wissenschaft
Book Chapters, Working Papers, Non-Refereed Journals :
- Paulssen, M., Bagozzi, R. P. (2008), Customer Coping in Response to Relationship Transgressions:An Attachment Theoretic Approach, In: Macinnis, D. J., Park, C. W., Priester, J. W. (eds.), Handbook of Brand Relationships, forthcoming
- Paulssen, M., Fournier, S. (2007), Attachment Security and the Strength of Commercial Relationships: A Longitudinal Study, Discussion Paper No. 50, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M., Bagozzi, R. P. (2007), Customer Coping in Response to Relationship Transgressions: An Attachment Theoretic Approach, Discussion Paper No. 49, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M., Birk, M. (2007), Satisfaction and Repurchase Behavior in a Business-to-Business Setting: Investigating the Moderating Effect of Manufacturer, Company and Demographic Characteristics, Discussion Paper No. 48, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M. (2006), Antezendenzen und Konsequenzen ökonomischer Zufriedenheit und emotionaler Nähe in Geschäftsbeziehungen, in: Bauer/Neumann/Schüle (Hrsg.), Konsumentenvertrauen: Konzepte und Anwendungen für ein nachhaltiges Kundenbindungsmanagement, München: Verlag Vahlen, in Druck
- Paulssen, M., Fournier, S. (2005), Konsumentenheterogenität im Beziehungsmarketing - Ein Bindungstheoretischer Ansatz, in: SCHADE, C., POSSELT, T. (Hrsg.), Quantitative Marketingforschung in Deutschland – Festschrift für Klaus Peter Kaas zum 65. Geburtstag, S. 197-221
- Paulssen, M., Fournier, S. (2005), Understanding Consumer Heterogeneity in Relationship Marketing Response: An Attachment Theoretic Perspective, Discussion Paper No. 44, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M., Bagozzi, R. P., Birk, M. (2005), Consideration Sets as Goal-Derived Categories: An Application to Market Structuring, Discussion Paper No. 44, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M. (2004), Attachment Styles in Business-to-Business Relationships, Discussion Paper No. 39, Department of Business and Economics, Humboldt University Berlin
- Paulssen, M. (2004), Embedded Business-to-Business Relationships, Discussion Paper No. 38, Department of Business and Eonomics, Humboldt University Berlin
- Paulssen, M., Trommsdorff, V. (1999), Messung und Gestaltung der Markenpositionierung, In: ESCH, F. R. (Hrsg.), Moderne Markenführung, Wiesbaden: Gabler, S. 1047-1066
- Christians, U., Paulssen, M., Trommsdorff, V. (1998), Die Methodik der Wettbewerbs-Image-Struktur-Analyse (WISA), Die Bank – Zeitschrift für Bankpolitik und Bankpraxis, S. 252 – 258
- O’Mahoney, M., Wagner, K., Paulssen, M. (1994), Changing fortunes: An industry study of British and German productivity growth over three decades, National Institute of Economic and Social Research, Report No. 7, London
- O’Mahoney, M., Wagner, K., Paulssen, M. (1994), Changing Fortunes: An Industry Study of British and German Productivity Growth over three Decades, WZB Social Science Research Center, Discussion Paper FSI
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