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Prof. Dr. Sascha Raithel

Prof. Dr. Sascha Raithel

Freie Universität Berlin

School of Business & Economics

Marketing Department

Professor of Marketing

Arnimallee 11
Room 110
14195 Berlin

Office hours

For current consultation hours, please see here.

Since 06/2015

Professor of Marketing at Freie Universität Berlin

04/2015 - 05/2015

Guest Professor of Marketing at Freie Universität Berlin
10/2013 - 03/2015 Professor of Financial Performance-based Marketing and Management (Juniorprofessor) by Ludwig-Maximilians-Universität München
08/2011 Granting of “Doktor der Staatswissenschaften”, doctor oeconomiae publicae
04/2011 - 09/2013 Assistant professor (“Akademischer Rat auf Zeit”) at the Institute for Market-based Management (Prof. Dr. Manfred Schwaiger), Ludwig-Maximilians-Universität München
01/2009 Granting of Master of Business Research
02/2007 - 08/2011 Doctoral studies at the Ludwig-Maximilians-Universität München
02/2007 - 03/2011 Research and teaching assistant at the Institute for Market-based Management (Prof. Dr. Manfred Schwaiger), Ludwig-Maximilians-Universität München
10/2004 - 07/2009 Consultant at Pepper GmbH in Munich
09/2003 Granting of “Diplom-Kaufmann Univ.” (MBA equivalent)
09/1999- 10/2001 Practical experience during course of studies:
Student research assistant and tutor at the Institute for Statistics and Economic Theory (Prof. Dr. Otto Opitz) at the University of Augsburg as well as internships at Munich Re and MAN AG in Munich
11/1998 - 09/2003 Studies of business administration at the University of Augsburg with majors in marketing, information management, market research, data analysis and statistics as well as information systems
  • Basic and Advanced Techniques in Econometric Modeling with Stata and EViews
  • Structural Equation Modeling with smartPLS
  • Market Analysis and Market Research with SPSS
  • SPSS Syntax
  • Empirical Research Methods
  • Management and Marketing
  • Convincing Stakeholders
  • Case study seminars

My research focus is on market-based assets such as brand equity, corporate reputation, corporate social performance, customer satisfaction and loyalty. 

1. Creating market-based assets

  • Branding strategy
  • Impact of drivers such as advertising and corporate communication on brand equity and reputation
  • Measurement and reporting of market-based assets 


2. Monetizing market-based assets

  • Marketing/finance interface
  • Monetary evaluation of market-based assets
  • Impact of market-based assets on financial performance, investors, and financial analysts  

3. Preserving market-based assets

  • Brand crisis prevention, management, and recovery
  • Impact of negative publicity and corporate crisis on market-based assets
  • Role of market-based assets during corporate crisis

Here you can find the entire list of Prof. Dr. Sascha Raithel's publications.