Frank Goedertier


Frank Goedertier is a Marketing Professor and Partner at Vlerick Business School.
He is the Head of the Area Marketing at Vlerick Business School, and is the Programme Director of the ‘Brand Management & Communication’ open-enrollment programme.

In his research & teaching activities he focuses on multiple topics. These include: branding strategies, product innovation adoption, customer-driven business models, digital marketing strategies, (psychological) pricing tactics, man-machine interactions in the downstream, 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.

Frank Goedertier presented 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. He also obtained the ‘Best Paper’ award at Said Business School (Oxford) – Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG conference, and was in the recent years multiple times voted in the top3 of the yearly ‘Best Feedback and Best Teacher’ of the Vlerick Degree programmes.


Job Title : Professor of Marketing

Management Domain
Marketing & Sales


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

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