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

07.09.26
Wir suchen eine studentische Hilfskraft (m/w/d) für die Unterstützung des Studiendekanats MWT im internationalen Bereich Möchten Sie internationale Studierende an der TUHH bzw. TUHH-Studierende auf ihren Weg ins Ausland unterstützen? Interessieren Sie sich für internationale Studienangebote und für digitale Informationsformate? Möchten Sie Einblicke in die internationale Studienorganisation eines Studiendekanats gewinnen? Aufgabenbereich Vorprüfung der Learning Agreements von Austauschstudierenden (Incomings und Outgoings)Entwicklung und Aktualisierung von Study-Packages für internationale StudierendeBereitstellung von Informationen für Incomings und Outgoings über StudIP und WebseiteAufbereitung aktueller Informationen zur ECIU University im StudiendekanatUnterstützung bei der organisatorischen Umsetzung von ECIU University ChallengesUnterstützung bei der Entwicklung digitaler Lehrinhalte/Mikro-Module für die ECIU UniversityMitwirkung an Informationsveranstaltungen zu AuslandsstudienmöglichkeitenUnterstützung bei der individuellen und fachspezifischen Beratung internationaler StudierenderÜbermittlung englischsprachiger Veranstaltungen an das International Office Angebot Stundenlohn von €15,20 und UrlaubsanspruchArbeit größtenteils im Homeoffice möglichArbeitszeit: 39 Std./Monat (flexible Arbeitszeiten nach Vereinbarung), vorerst für 6 Monate Anforderungsprofil Eingeschriebene*r Student*in an der TUHH oder einer anderen Hochschule in der RegionSehr gute Deutsch- und EnglischkenntnissePC-Kenntnisse (Power Point, Word, Excel, möglichst TYPO3)Selbständige und sorgfältige Arbeitsweise und Organisationstalent Wir freuen uns auf Ihre Bewerbung unter dekanat-mst@tuhh.de! *********************************************************************************************************************** We are looking for a student assistant (m/f/d) to support the MWT Dean's Office in the international area  Would you like to support international students at TUHH or TUHH students on their way abroad?  Are you interested in international study programs and digital information formats?  Would you like to gain insights into the international study organization of a dean's office?  Tasks  • Preliminary review of Learning Agreements from exchange students (incoming and outgoing)  • Development and updating of study packages for international students  • Providing information for incoming and outgoing students via StudIP and website  • Preparation of current information about the ECIU University in the Dean's Office  • Support in the organizational implementation of ECIU University Challenges  • Support in the development of digital teaching content/micro-modules for ECIU University  • Participation in information events about study abroad opportunities  • Support in individual and subject-specific counseling of international students  • Forwarding English-language events to the International Office  Offer  • Hourly wage of €15.20 and entitlement to vacation  • Mostly working from home possible  • Working hours: 39 hours per month (flexible working hours by arrangement), initially for 6 months  Requirements  • Enrolled student at TUHH or another university in the region  • Very good German and English skills  • PC skills (PowerPoint, Word, Excel, preferably TYPO3)  • Independent and careful working style and organizational talent  We look forward to receiving your application at dekanat-mst@tuhh.de!  Kontakt // Contact  Anke Bohne  Institute for Marketing and Innovation Hamburg University of Technology  Am Schwarzenberg-Campus 4 (D),  21073 Hamburg  Phone +49 40 30601-4515 | Email anke.bohne@tuhh.de
07.07.26
On July 7, 2026, we had the pleasure of welcoming TUHH alumnus Valentin Richter, Branch Director at Buderus, to our Marketing of Innovations course. His session, “Selling Innovation in Transforming Markets,” offered a truly inspiring look at how to drive real-world change in today’s complex business environment. Valentin’s career journey—from bringing rural electricity to villages in India as a management trainee to leading international sales teams across Europe—showed our students exactly where a TUHH degree can take them. Drawing on his diverse experiences, he challenged the cliché view of sales. In today’s volatile and uncertain markets, sales is no longer about just 'pitching and closing.' Instead, it is about building trust, managing complexity, and empowering customers to make better decisions. A major takeaway from the session was the human side of the energy transition. Using the booming German heat pump market as a prime example, Valentin illustrated that technological superiority alone isn't enough to transform a market. As he pointed out, customers rarely reject innovation because it is bad; they hesitate because change feels risky and uncomfortable. By analyzing the entire stakeholder ecosystem, he demonstrated how understanding the human element—such as recognizing that overwhelmed installers, rather than end-consumers, are the actual bottleneck—is the true key to successfully scaling sustainable technologies. The lecture culminated in a highly engaging case study where students stepped into the shoes of global strategists. Tasked with figuring out how to integrate Bosch’s newly acquired Hitachi HVAC brand into an existing portfolio, students actively debated market positioning and brand differentiation. This hands-on exercise was a fantastic opportunity for them to apply theoretical concepts to a live corporate challenge. We sincerely thank Valentin Richter for returning to his alma mater to share his journey and for inspiring our students to see sales as a powerful driver for positive market transformation. We look forward to welcoming him again as part of our guest lecture series.

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.