Andreas Eisingerich Imperial College Business School

Written by

Published

Blog type

4 min read

Professor Andreas Eisingerich is Professor of Marketing at Imperial College Business School and this summer takes over as Programme Director of the Full-Time MBA.

Dr. Eisingerich is best known for his work on brand management, consumer engagement, and service innovation strategies. Current research projects are on the gamification of mHealth apps in the context of smoking cessation, reducing the demand for illegal wildlife products, and building, strengthening and leveraging brand admiration in different business and industry contexts.

Andreas is excited to be taking on the Full-Time MBA programme. “For me, the Full-Time MBA, more than any other programme, is really the chance for transformation of the students. The programme is short, intense, and impactful. The students take one year to be exposed to fellow students on the programme and the faculty, but also the other people they will meet on campus – business leaders, entrepreneurs and alumni. Just being part of that kind of ecosystem is exciting because of the energy and momentum. 

What marks MBA students out is their willingness to try out new things, to take risks
Professor Andreas Eisingerich
Programme Director of the Full-Time MBA
Andreas Eisingerich

“MBA students tend to want to do something, achieve a goal. Sometimes they don’t quite know what that goal is, but what marks them out is their willingness to try out new things, to take risks. Some will become entrepreneurs and found their own business, while others take that creativity back to their industry, or a different industry. MBAs build on their work experience and always ask; ‘Ok, so what does this mean? How do we take what we were exploring in a lecture theatre and how can we apply this?’”

This year’s class of MBA students will need all of that energy to get through an action-packed year. Among Andreas’ plans for the year are class favourites such as the Imperial Innovation Challenge, the Innovation Entrepreneurship and Design project and the Global Experience Week, which this year will take place in Vietnam, and students will visit a range of companies and industries there. “We’ve chosen Vietnam because it has been going through a lot of changes,” says Andreas. “It’s a good way to learn about openness, resilience, and a willingness to explore new opportunities.

I think that London will continue to be great, even better perhaps than before, because London already is really global and may become, arguably, even more global
Professor Andreas Eisingerich
Programme Director of Full-Time MBA
Andreas Eisingerich

“MBA students tend to want to do something, achieve a goal. Sometimes they don’t quite know what that goal is, but what marks them out is their willingness to try out new things, to take risks. Some will become entrepreneurs and found their own business, while others take that creativity back to their industry, or a different industry. MBAs build on their work experience and always ask; ‘Ok, so what does this mean? How do we take what we were exploring in a lecture theatre and how can we apply this?’”

This year’s class of MBA students will need all of that energy to get through an action-packed year. Among Andreas’ plans for the year are class favourites such as the Imperial Innovation Challenge, the Innovation Entrepreneurship and Design project and the Global Experience Week, which this year will take place in Vietnam, and students will visit a range of companies and industries there. “We’ve chosen Vietnam because it has been going through a lot of changes,” says Andreas. “It’s a good way to learn about openness, resilience, and a willingness to explore new opportunities.

The business and finance industry has suffered in public and political opinion over the last eight years. For Andreas, the next generation of business leaders will need to tackle this head on. “Business has to go back to basics. We need to remind ourselves who we actually want to create value for. We need to get closer to our consumers and to our stakeholders and employees. We need to understand what the pain points are for consumers. What are their worries and anxieties, as well as their hopes and aspirations? It’s the same thing for our employees and the context of all the global challenges we face.”

Andreas’ advice for the incoming class? “Time is going to fly on the programme, so my invitation to you is not to worry right now but just be ready to join with an open mind – you’ll be really going for it once you join and we will together keep up the energy throughout the year.”

Written by

Published

Blog type

About Rowena Boddington

.