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Prof. Dr. Manfred Schwaiger

Prof. Dr. Manfred Schwaiger


Dean of Studies of the Munich School of Management (1999-2003 and since 2006)
Member of the International Advisory Board, EMLYON Business
Academic Head of the European Master of Science in Management Programme (EM Lyon & Lancaster University Management School & LMU)
Member of the Board of the Munich Experimental Laboratory for Economic and Social Sciences (MELESSA)
Member of the Executive Board of Directors of the Korean
Scholars of Marketing Science (KSMS)
Member of the Editorial Board of the Journal of Public Policy &
Marketing, the Journal of Advertising, and the International Journal
of Advertising
Executive chairman of the examination board’s graduate study course (MBR)


Institute for Market-based Management
Kaulbachstr. 45/I
80539 München

Room: 104
Phone: +49 (0) 89 / 2180 - 5640
Fax: +49 (0) 89 / 2180 - 5651

Office hours:
Tuesday 18.00 - 19.00 am (prior registration by phone is necessary)
Room 104

More Information

Research interests

  • Intangible Assets
  • Market and Trend Research
  • Consumer Insights
  • Communications Management
  • Corporate Reputation
  • Return on Marketing/Marketing Metrics
  • Below-the-line communication (sponsoring, events)
  • Competitive advantage
  • Exploratory data analysis, data mining, scenario analysis

Curriculum vitae

(The curriculum vitae (PDF, 1 MB) and portraits in version 1 (JPG, 796 KB) and version 2 (JPG, 982 KB) can be be viewed under the corresponding links)

Born in 1963 in Bad Reichenhall, married, 2 children. Management studies at Augsburg University with focus on marketing and operations research. Dissertation: 1992 (parameter extrapolation in marketing research), post-doctoral thesis 1997 (multivariate advertising effectiveness control).

Memberships in scientific associations and federations

  • American Marketing Association (AMA)
  • Academy of Marketing Science (AMS)
  • American Academy of Advertising (AAA)
  • European Marketing Academy (EMAC)
  • Association of Business Simulation and Experiential Learning (ABSEL)
  • German Classification Society (GfKl)
  • German Academic Association for Business Research
  • Deutscher Hochschulverband


      • Editorial Review Board Member  of the Journal for Public Policy and Marketing (JPPM)
      • Editorial Review Board Member  of the Journal of Advertising (JA)
      • Editorial Review Board Member  of the International Journal of Advertising (IJA)
      • Reviewer for Journal of Public Policy & Marketing, Management International Review, Journal of World Business, Psychology and Marketing, International Marketing Review, Advances in International Marketing, Journal of Advertising, Journal of International Advertising, Journal of Interactive Advertising, Journal of Electronic Commerce Research and some 10 national reviewed journals
      • Long experience in consulting, member of supervisory boards and president of supervisory boards of several German corporations.