Prof. Dr. Sascha Raithel
Freie Universität Berlin
School of Business & Economics
Marketing Department
Professor of Marketing
Office hours
For current consultation hours, please see here.
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Since 06/2015 |
Professor of Marketing at Freie Universität Berlin |
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04/2015 - 05/2015 |
Guest Professor of Marketing at Freie Universität Berlin |
| 10/2013 - 03/2015 | Professor of Financial Performance-based Marketing and Management (Juniorprofessor) by Ludwig-Maximilians-Universität München |
| 08/2011 | Granting of “Doktor der Staatswissenschaften”, doctor oeconomiae publicae |
| 04/2011 - 09/2013 | Assistant professor (“Akademischer Rat auf Zeit”) at the Institute for Market-based Management (Prof. Dr. Manfred Schwaiger), Ludwig-Maximilians-Universität München |
| 01/2009 | Granting of Master of Business Research |
| 02/2007 - 08/2011 | Doctoral studies at the Ludwig-Maximilians-Universität München |
| 02/2007 - 03/2011 | Research and teaching assistant at the Institute for Market-based Management (Prof. Dr. Manfred Schwaiger), Ludwig-Maximilians-Universität München |
| 10/2004 - 07/2009 | Consultant at Pepper GmbH in Munich |
| 09/2003 | Granting of “Diplom-Kaufmann Univ.” (MBA equivalent) |
| 09/1999- 10/2001 | Practical experience during course of studies: Student research assistant and tutor at the Institute for Statistics and Economic Theory (Prof. Dr. Otto Opitz) at the University of Augsburg as well as internships at Munich Re and MAN AG in Munich |
| 11/1998 - 09/2003 | Studies of business administration at the University of Augsburg with majors in marketing, information management, market research, data analysis and statistics as well as information systems |
- Basic and Advanced Techniques in Econometric Modeling with Stata and EViews
- Structural Equation Modeling with smartPLS
- Market Analysis and Market Research with SPSS
- SPSS Syntax
- Empirical Research Methods
- Management and Marketing
- Convincing Stakeholders
- Case study seminars
My research focus is on market-based assets such as brand equity, corporate reputation, corporate social performance, customer satisfaction and loyalty.
1. Creating market-based assets
- Branding strategy
- Impact of drivers such as advertising and corporate communication on brand equity and reputation
- Measurement and reporting of market-based assets
2. Monetizing market-based assets
- Marketing/finance interface
- Monetary evaluation of market-based assets
- Impact of market-based assets on financial performance, investors, and financial analysts
3. Preserving market-based assets
- Brand crisis prevention, management, and recovery
- Impact of negative publicity and corporate crisis on market-based assets
- Role of market-based assets during corporate crisis
Here you can find the entire list of Prof. Dr. Sascha Raithel's publications.