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Institute of Innovation Marketing
Logo Institute of Innovation Marketing
Institute of Innovation Marketing
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Welcome to the Institute of Innovation Marketing

Our team conducts research in the fields of marketing, innovation management, and entrepreneurship. We focus on the empirical extraction of real-world insights that contribute to both scientific theory and business practice.
Increasingly, our attention is directed towards the major trends shaping the future, particularly in the thriving fields of sustainability and artificial intelligence (AI). We collaborate closely with international research institutions and industry partners to explore these dynamic opportunities.
In our courses, students engage with up-to-date scientific content, while we align our teaching with the real-world challenges facing the economy and society. By incorporating modern teaching methods and project-based learning, we equip our students with practical knowledge rooted in scientific rigor.

News

12.11.24

The Future Founder Program officially launched past week with an energetic kickoff event, marking the beginning of an inspiring journey. A cohort of 30 talented participants has embarked on a path to bring their innovative ideas to life. Throughout the program, students will collaborate with experienced entrepreneurs and investors who share their insights as keynote speakers. The course also includes hands-on workshops designed to teach the fundamentals of entrepreneurship while allowing student teams to develop and refine their own ideas. As part of the Startup Factories initiative, supported by EXIST, the Future Founder Program combines practical experience with expert mentorship to empower the next generation of innovators. Organizers have expressed appreciation for the widespread support that made the program possible, from planning and promotion to execution.
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Markus Schuhbauer
Accenture

Together with the Institute for Innovation Marketing and a small group of students, we developed a new marketing strategy for one of our clients. Thank you for the exciting collaboration and the innovative results! We look forward to the next time.

Timo Möller-Gomez
Orbit Ventures GmbH

It is extremely impressive to see how Professor Lüthje and his team build bridges between university and business. This results in an exchange that helps the institute, doctoral students and companies alike to tackle the relevant topics of the future in a well-founded and practice-oriented manner.

Kristian Seel
Master's Student

I had the pleasure of taking the courses "Intercultural Management and Communication", "B2B Marketing" and the cross-university module "INTIE" with Prof. Lüthje. With innovative teaching methods, numerous case studies and exciting guest lectures, the content is taught in a meaningful way. The enthusiasm for the subject and teaching is visible in every lecture and makes for entertaining and inspiring events.
TU Hamburg
Institute of Innovation Marketing
Am Schwarzenberg-Campus 4
21073, Hamburg
E-mail : sekretariat-w3@tuhh.de
Phone : +49 (0)40 42878-4515
Fax : +49 (0)40 4273-14479
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