European Marketing Academy
Past Heads of Marketing Forum
Archive of previous Heads of Marketing Forum editions, themes and keynote speakers from EMAC Annual Conferences.
Forum archive
This page presents past editions of the Heads of Marketing Forum, including locations, annual themes and keynote speakers.
Marketing PhD-programs — requirements, staffing and pooling of resources
The growing sophistication in marketing research, regarding theory, methods, data, and collaborations with practitioners, challenges established ideas about how to best train PhD students in marketing. The problem may be exacerbated for schools with smaller faculties or other constraints on the resources available to teach PhD students. Jerome Chabanne-Rive discussed the EDEN initiative as a way to circumvent staffing problems at individual schools by pooling resources across universities. Maik Eisenbeiß discussed a similar initiative in Germany, the VHB pro dok program.
Keynote speakers
- Jerome Chabanne-Rive, EIASM
- Maik Eisenbeiß, University of Bremen, Germany
Faculty recruiting and the potential role of the EMAC job market
The discussion focused on strategies to move from mostly national recruiting towards participation in the international job market, the hurdles encountered and how to overcome them. It also explored the potential role of the EMAC job market both for schools that are hiring and schools looking to place graduating PhD students.
Keynote speakers
- Professor Andrea Ordanini, Bocconi University
- Professor Erik Mooi, University of Melbourne
Department Happiness and How to attract good doctoral students
The forum discussed strategies that facilitate the production of first-class research, teaching and the retention of top scholars at all academic ages beyond traditional, extrinsically oriented motivation schemes. It also explored ways to attract high-potential future scholars to PhD programs.
Keynote speakers
- Professor Stefano Puntoni, Erasmus University, RSM
- Professor Simone Wies, Goethe University, Frankfurt
Digital Innovations in Marketing Education
The forum focused on how digital methods can be included in education. Professor Tor W. Andreassen from NHH Norwegian School of Economics discussed the topic in his role as VP Education of EMAC. Gui Liberali from Rotterdam School of Management shared his use of digital methods in education and his work related to digital teaching methods.
Keynote speakers
- Tor W. Andreassen, NHH Norwegian School of Economics
- Gui Liberali, Rotterdam School of Management (RSM)
Effectively Teaching Marketing Analytics
The forum addressed the need for well-educated marketing analytics professionals and the challenge of teaching quantitative courses in business schools. The discussion explored how programs and courses focusing on marketing analytics can be offered effectively.
Keynote speakers
- Bruce Hardie, London Business School
- Jaap Wieringa, University of Groningen
Marketing’s Impact in Business Schools
Marketing has changed substantially due to trends such as digitalization. At the same time, the discipline has become more scientific, which may limit its impact on practice and executive education. The discussion reflected on the impact of marketing within business schools and the wider academic environment.
Keynote speakers
- Gary Lilien, Pennsylvania State University
- Werner Reinartz, University of Cologne
- Stefan Stremersch, Erasmus School of Economics and IESE Business School
- Kenneth Wathne, University of Stavanger and BI Norwegian Business School
Digital Disruption in Marketing Education?
The forum explored whether education, and specifically marketing education, would be strongly affected by digital disruption. The discussion considered students growing up with digital media and the extent to which education formats have adapted.
Keynote speakers
- Roland Rust, Robert H. Smith Business School, University of Maryland
- Tor W. Andreassen, NHH Norwegian School of Economics
External Funding from Business
In an applied science such as marketing, close connections with the business world are important. The discussion focused on how schools can stimulate funding from firms for research.
Keynote speakers
- Kay Peters, Hamburg
- Ragnhild Silkoset, Oslo
Managing for Change
The forum reflected on the move toward more research-oriented universities and business schools in Europe, as well as the stronger global focus through which scholars around the world contribute to marketing as a scientific discipline.
Keynote speakers
- Gilles Laurent, HEC Paris
- Bernd Skiera, Frankfurt University
Heads of Marketing Department materials
Archive materials from the Heads of Marketing Forum are available below.