Prof. Dr. Anja Stöhr: HTW Dresden

JavaScript is not activated!

Please enable JavaScript in your browser!

Faculty of Business Administration

Prof. Dr. rer. pol. Anja Stöhr

Professorship for Strategic Marketing

Professorship

The modules include, in particular, "Fundamentals of Marketing", "Market-Oriented Business Management", "International Marketing Management", "Strategic Marketing" and "Customer Touch Strategies".

Contribution to the module: International Innovation Management, focusing on the subject area "Marketing of Innovations".

Courses are offered in both bachelor's and master's degree programmes.

In all my modules, the course content is based on a sustainable and responsible understanding that integrates CSR. The circular economy in the broadest sense is the guiding principle for products and services and their marketing. Particular areas of focus/specialization in teaching include multisensory brand management, relationship marketing, and engagement marketing.

Internships and theses focus on marketing-related issues and challenges.

Currently serving as programme coordinator for the international partner university ISCOM Paris - école supérieure de communication et publicité (France).

Prof. Dr. rer. pol. Anja Stöhr

Response times:
Office hours
by appointment via email in presence or online (link will be sent)

General topic suggestions for a thesis

Below you will find possible topics for theses. The topics are to be understood as examples and can also serve to develop your own questions. If you have your own ideas that differ from the topics listed, you can discuss them together. To do so, please contact Prof. Anja Stöhr directly.

1.) Multisensory Marketing (Bachelor’s or Master’s thesis)

2.) AI and Marketing (Bachelor’s or Master’s thesis)

Curriculum Vitae

Professor at HTW Dresden since 2000
Certified coach for businesses and individuals since 2015
Owner of a marketing consulting firm since 1996
1997–1999 KMU Institut – Institute for Competence Development and Business Development for SMEs and the Skilled Trades, LLC; Position: Division Manager
1996 Ph.D. (Dr. rer. pol.) from the Paderborn University (chair: Prof. Dr. Peter Weinberg) on the topic „Air Design as a Success Factor in Retail" awarded with magna cum laude
1984–1990 studied Business Administration/Consumer Behavior and Marketing (chair: Prof. Dr. W. Kroeber-Riel) at Saarland University, Saarbrücken, graduated with a Dipl.-Kff. degree with above-average grades

Interests

My research/interest focuses in particular on the following Topics: responsible, sustainable marketing, consumer behaviour, multi-sensual brand management as well as internal and external marketing.

Lectures are given on topics such as "multisensual brand management" and "relationship marketing". Companies are accompanied, for example, in questions of brand management and the development of sustainable relationships.

Excursions and lectures by practitioners in courses are held regularly, most recently to the flagship stores of Ritter Sport and Nivea, to the KaDeWe and to the BIKINI in Berlin.