From 2013 till 2017, Judith Derenthal completed her studies in Business Administration at the Georg-August-University Göttingen. She acquired her bachelor’s degree with her thesis on “Possibilities and Limitations of Social Media Marketing for the Product Launch Stage in Product Development Projects in Machine and Plant Construction”.
Judith Derenthal conducted her master studies in Marketing and E-Business at the Georg-August-University Göttingen. In her master thesis, she investigated the role of branding strategies and co-mentions on brand buzz and firm value.
During her studies, Judith Derenthal was employed at several chairs of the department for Marketing and E-Business. From 2015 till 2017, she was employed as a tutor for the module Information- and Communication Systems at the Chair of Application Systems and E-Business. Furthermore, she was employed as a student assistant at the Chair of Marketing and Consumer Behavior from 2016 till 2019. Additionally, Judith Derenthal supported the Chair of Marketing and Innovation Management in a research project as a student assistant in autumn 2018. Moreover, she was employed as a research assistant at the Chair of Marketing and Retail Management from 2016 till 2020.
Since May 2020, Judith Derenthal is employed as a research assistant at the Chair of Marketing and Retail Management.
- Sustainability in retailing
- Product-related CSR
- Social Media communication