Prof. Dr. Carsten Baumgarth

Department of Business and Economics

Professor for Marketing

Postal address
Hochschule für Wirtschaft und Recht Berlin
Badensche Straße 52

10825 Berlin

Visiting address
Campus Schöneberg
Building E, Room E 2.17
Babelsberger Straße 14-16
10715 Berlin

1989–1994: Studying Business Administration at the University of Siegen.

1998: PhD in Business Administration at the University of Siegen, Germany (summa cum laude).

2003: Post-Doctorate (i.e., „Habilitation“) in Business Administration (2003), University of Siegen, Germany.

2002–2004: Visiting Professorships at the University of Paderborn.

2006–2010: Associate Professor („DAAD-Langzeitdozent“) at the Marmara University Istanbul, Turkey.

since 2005: Lecturer in the Master programme “Brand Management” at the University of Applied Science Lucerne, Switzerland.

since 2008: Program Manager „Marketing“ and Lecturer in the Executive MBA-Program „Business Integration” at the University of Wurzburg.

Brand Management.

B-to-B Marketing and B-to-B Brand Management.

Cultural and Arts Marketing and Branding.

Empirical Research Methods and Empirical Master Techniques.

Principles of Marketing.

Market Research.

Brand Management.

B-to-B Brand Management.

Personal Communication as Brand Communication.

CSR Branding.

Brand Orientation.

Brand Management of Cultural Institutions.

2005: Founder and chair of the advisory board of Baumgarth & Baumgarth – Brandconsulting, Germany (2005–present): This consulting company is specialised in the management of b-to-b brands. Clients include leading b-to-b companies, e.g. Bayer Material Science, Keiper, Ritto, Ejot, Stauf.

Seminars and workshops for various companies (e.g., Bayer, Vodafone, Qiagen, Schwäbisch Hall).

Regularly presenter at professional conferences.

Baumgarth, C. (2004): Evaluations of c-brands and spill-over effects: further empirical results, in: Journal of Marketing Communications, Vol. 10, No. 2, pp. 115–131.

Freter, H.; Baumgarth, C. (2005): Ingredient Branding: Begriff und theoretische Begründung [Ingredient Branding: Definition and theorectical foundation], in: Moderne Markenführung, Hrsg.: Esch, F.-R., 4. Edition., Wiesbaden: Gabler, pp. 455–480.

Evanschitzky, H.; Baumgarth, C.; Hubbard, R.; Armstrong, J. S. (2007): Replication Research’s Disturbing Trend, in: Journal of Business Research, Vol. 60, No. 4, pp. 411–415.

Baumgarth, C. (2008): Markenpolitik [Brand Management], 3. Edition, Wiesbaden: Gabler.

Baumgarth, C. (2008): Integrated model of Marketing Quality (MARKET-Q) in the b-to-b sector, in: Journal of Business Market Management, Vol. 2, No. 1, pp. 41–57.

Baumgarth, C.; Eisend, M.; Evanschitzky, H. (2009) (Ed.): Empirische Mastertechniken [Empirical Master Techniques], Wiesbaden: Gabler.

Baumgarth, C. (2010) (Hrsg.): B-to-B-Markenführung [B-to-B- Brand Management], Wiesbaden: Gabler.

Baumgarth, C. (2009): Brand Orientation of Museums: Model and Empirical Results, in: International Journal of Arts Management, Vol. 11, No. 3, pp. 30–45.

Baumgarth, C. (2010): “Living the Brand”: brand orientation in the business-to-business sector, in: European Journal of Marketing, Vol. 44, No. 5, pp. 653–671.

Baumgarth, C.; Schmidt, M. (2010): How strong is the business-to-business brand in the workforce?, in: Industrial Marketing Management, Vol. 39, No. 5 (in press).

Marmara University Istanbul, Turkey.

Griffith University, Australia.

Vienna University of Economics and Business, Austria.

Lund University, Sweden.

KTH Stockholm, Sweden.

Member of different scientific organisations (e.g., AMA, VHB, DWG, AM).