Frank Goedertier


Frank Goedertier is Head of the Consumer Marketing, Retail & Branding cluster, and acts as Programme Director of the ‘Master in Marketing Management’ degree programme and the ‘Brand Management & Communication’ open-enrollment programmes.

In his academic work he starts from a customer psychology and consumer behaviour perspective. His recent work focuses on branding strategies, product innovation adoption, digital marketing strategies, psychological pricing tactics, and how customers cope with information overload.

In his PhD dissertation Frank Goedertier studied how brands can facilitate companies to increase the acceptance and perceived novelty of product innovations.

He regularly presents his academic work at the yearly European Marketing Conference and the North-American Academy of Consumer Research Conference, and has published in academic journals such as Marketing Letters, Journal of Business Research, Journal of Business Ethics, International Journal of Human Resources Management and the Journal of Consumer Marketing.

In the past he received the Henkel price awarding the ‘Student of the Year’ of the Master in Marketing Management programme of Vlerick Business school. In 2011 he received the ‘Best Paper’ award at Said Business School (Oxford) – Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG conference.


Job Title : Professor of Marketing

Management Domain
Marketing & Sales


Teaching in
Master in Marketing and Digital Transformation
Masters in General Management

Expert in
Consumer Behaviour
Brand Management
Marketing & Sales
Product Innovations
Marketing Communication
Consumer Psychology