Who is Who in VHB ProDok
Die Referentinnen und Referenten des VHB ProDok-Angebots
Alexander Edeling is an Associate Professor of Marketing at KU Leuven. His research focuses on the intersection of marketing and finance, the digital economy with a focus on the creator economy, and the (un)ethical behaviour of companies. Together with Prof. Dr Simone Wies, he teaches the ProDok course 'Marketing Strategy Performance: Theory, Models and Empirical Applications'.
What fascinates you about marketing performance management?
Marketing faces a challenging task: Investments in advertising and product quality incur costs today but only generate higher sales in the future, once brand awareness and image have improved and customer satisfaction has increased. Converting the positive long-term effects of marketing into meaningful figures is a fascinating challenge.
What challenges and opportunities do you think early-career researchers face?
The biggest challenge is the uncertainty surrounding an academic career, such as whether or not you will get a job and where it will be. The greatest opportunities are flexibility and the chance to work internationally. I work at KU Leuven in Belgium, but live near Cologne. The European project is also a scientific endeavour, from which young colleagues can benefit.
What inspires you?
In the world of research, the saying goes, 'If you are the smartest person in the room, you are in the wrong room.' I work with many young people who are highly intelligent and motivated. I find this collaboration inspiring because I learn a lot through the exchange, and I endeavour to pass on some of my experience and knowledge to doctoral students, postdocs, and junior professors.
And what else?
Here are three tips on how I try to switch off from work and stay mentally strong:
1. Go out for at least 10 minutes every day (this could be a jog or just a walk). 2. Reduce smartphone and social media time (e.g. by using apps like Forest).
3. Reading: Current recommendations are “Lessons”, a novel by Ian McEwan and “Outlive”, a non-fiction book by Peter Attia.
Who is Who – About this campaign
VHB ProDok lecturers are distinguished by their strong research skills, internationally recognised expertise and high level of professional commitment. Most of them have been involved in the ProDok programme for many years. As part of the 'Who's Who' campaign, they share insights into their personal motivations and what participants can expect from their courses in short interviews.
The campaign aims to demonstrate that VHB ProDok offers much more than just a course programme. It is a network of dedicated scientists from the German-speaking region and beyond who prioritise sound research, methodological quality and collaborative exchange.