Anja Forster is Professor of Marketing at Pforzheim University. She is head of the Bachelor’s degree program in Marketing. She studied International Business Administration at the FAU Erlangen-Nuremberg and the Université Montpellier (France). She earned her doctorate and worked as a research assistant and project manager at the Brand Management Competence Center of the Institute for Marketing and Retailing (now Institute for Customer Insight) at the University of St. Gallen (Switzerland). She gained several years of practical and international experience in companies and organizations in Austria, France, Thailand and Switzerland. Most recently, Anja Forster was a member of the management team and head of marketing and development at Medical Valley EMN, the cluster management of the leading edge medical technology cluster awarded and funded by the BMBF. She was and is lecturer at the ZHAW in Winterthur (Switzerland), the University of St. Gallen, the Technical University of Nuremberg Georg-Simon-Ohm, and the Verwaltungs- und Wirtschafts-Akademie Baden (VWA, Karlsruhe). In 2013, she was appointed Professor of Marketing at Pforzheim University.
Anja Forster’s research and consulting work focuses on the comprehensive topic of brand management. She is particularly interested in the field of behavioral branding (turning employees into ambassadors and fans of the brand), in which she also completed her doctorate, but also in other fields at the interface between brands and people (e. g. employer branding).
Anja Forster’s main areas of teaching in the Bachelor’s and Master’s programs are, in addition to the fundamentals of marketing, in particular the areas of brand management, international marketing, and practical projects in marketing. In recent years, Anja Forster has already supervised numerous projects in various study programs, incorporating the findings from her research and consulting activities. Clients include large companies such as Robert Bosch GmbH (Stuttgart), Bechtle AG (Neckarsulm) or Würth Elektronik eiSos GmbH (Waldenburg), medium-sized companies such as the insurance group BGV / Badische Versicherungen (Karlsruhe), the group Nymphenburg Consult AG (Munich) or Ensinger Mineral-Heilquellen GmbH (Vaihingen-Ensingen), as well as organizations such as the International Association of Legal Protection Insurance (RIAD) (Brussels).
Marketing , Brand Management , Brand Management , Behavioral Branding