Marketing at the University of Groningen: a Short Historical Overview and Future Perspectives

Abstract This paper provides an overview of the evolution and prospective directions of the University of Groningen’s Department of Marketing (GDM). Since its emergence in the early 1970s, GDM has grown from a small, nationally oriented group into a leading European department with global reach. We distinguish four phases of development: the formative years (1970–1985), characterized by the establishment of marketing education and the first contributions to econometric modeling; a phase of growth and maturity (1986–2003), marked by internationalization, methodological innovation, and strong collaborations with econometrics; a period of renewal and broadening (2004–2014), during which the department expanded into managerial and consumer behavior research and strengthened its engagement with practice; and the current stage (2015–present), featuring significant growth in faculty and students, increasing interdisciplinarity, and greater diversity. Over time, GDM has published 149 articles in the leading marketing journals, built a strong tradition in quantitative modeling, and extended its expertise to consumer behavior, strategy, and digitalization. Its impact is further reflected in a wide network of alumni in prominent academic positions worldwide and in long-term partnerships with business, notably through the Customer Insights Center and the Groningen Digital Business Center. Looking ahead, demographic decline, de-globalization, and reduced public funding present major challenges for higher education. In response, GDM intends to consolidate its broad profile while prioritizing societally relevant themes such as health, sustainability, and digital transformation and AI, thereby continuing to advance marketing science and its societal impact.