Who is Who in VHB ProDok
Meet the lecturers of the VHB ProDok programme
Simone Wies is Professor of Marketing Strategy & Performance at Goethe University Frankfurt. She conducts research on marketing strategies, their financing and effectiveness, with a focus on digital innovations such as the creator economy, start-ups, product launches and brand management. She heads the marketing specialisation and the marketing Ph.D. track at the Frankfurt Graduate School of Economics, Finance, and Management.
What fascinates you about marketing strategy?
A marketing strategy is not just a matter of numbers or instinct — it combines both and has a direct, practical impact on a company's success. We work with data to understand consumer behaviour and identify market opportunities. On the other hand, we analyse creative strategies and ideas in order to position brands, products or concepts in a unique way. It is this balance that makes the field so fascinating.
What challenges and opportunities do you think early-career researchers face?
The fast pace of the field is probably the biggest challenge and opportunity at the same time. New technologies and data sources are constantly emerging. If you are curious and enjoy familiarising yourself with new methods or interdisciplinary approaches, you can really make a difference — particularly in marketing, where theory and practice are closely linked.
What inspires you?
I find inspiration in all the people I exchange ideas with, whether in teaching, research or conversations with people outside academia. The most exciting ideas often come from these exchanges, whether at conferences, in meetings or in completely unplanned conversations. I consider myself fortunate to be surrounded by so many inspiring individuals.
And what else?
Having an enthusiasm for science means enjoying the process of asking questions. I think curiosity is one of the most important qualities, not just in science, but in life in general. Never assume that you have understood everything!
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.