Jun.-Prof. Dr. Wiebke Keller

Chair of Marketing

Faculty of Economics and Social Sciences
Chair of Marketing
Nauklerstr. 47, 1st floor, room 107
 +49 7071 29-74143

Office Hours
Upon appointment via email.



Research Interests

  • Understanding the impact of price and promotion over time and synergies with other marketing instruments
  • Understanding the impact of price transparency regulations
  • Working interdisciplinary to analyze the impact of weather on consumer behavior and their marketing implications


  • Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)
  • Verband Deutscher Hochschullehrer (DHV)


Short Biography


Diploma in Business Administration and Economics (Dipl.-Kffr.) Christian-Albrechts-Universität zu Kiel


Master in Marketing Research (M.Sc.) at Tilburg University

2009 - 2010

PhD-Student and Research Assistant at the University of Cologne (Prof. Dr. Karen Gedenk)

2011 - 2012

Visiting Scholar Tilburg University, Netherlands

2010 - 2013

PhD-Student and Research Assistant at the University of Hamburg (Prof. Dr. Karen Gedenk)


Since April 2013, Junior-Professor of Marketing at the School of Business and Economics, Eberhard Karls Universität Tübingen

09/2016 - 12/2016 / 10/2018 - 11/2018

Visiting Scholar Tuck School of Business, Dartmouth College, USA

04/2018 - 09/2018

Temporary Professor ("Vertretungsprofessorin") University of Stuttgart

Selected Publications

Peer-reviewed journals

  • Keller, W. I. Y., B. Deleersnyder, and K. Gedenk (2019): „Price Promotions and Popular Events“, Journal of Marketing, Link can be found here.

Research Grants

  • Research Stay supported by the Institutional Strategy of the University of Tübingen ZUK 63 [~7,000 Euro]   
  • AiMark providing Panel data [~100,000 Euro]     
  • Grant of the excellence initiative of the Eberhard Karls University of Tuebingen [2,000 Euro]    


The aim of my teaching is to provide students with practical and scientifically sound content. After completing their studies, students should be able to analyze large amounts of data with regard to the teaching content of marketing and interpret the results of the analyses correctly and application-oriented. I try to assist students to acquire this ability, thereby, I rely on the teaching of methodological competence in combination with direct application in suitable software (e.g., R). Further, I teach students how to interpret the results of their analyses in order to gain the ability to make suitable decisions for the company and to make well-founded recommendations for decision-makers.