Conduct research in areas such as omnichannel and digital commerce, customer experience, brand management, and personalized customer communication., Apply artificial intelligence in areas such as predictive analytics, recommendation engines, dynamic pricing, or automated content creation., Publish research in leading international marketing journals., Teach marketing management courses, combining face-to-face, digital, and hybrid methods., Develop executive education programs on topics such as consumer behavior, retail transformation, and AI applications in marketing., Foster collaboration with other HHL chairs and research centers., Engage in knowledge transfer activities, such as third-party funded projects, managerial publications, and company cooperations.