The Institute for Marketing and Management (IMU) perceives itself as a service organization committed to practice as well as science. It is divided into three departments:
- The Department of Management and Entrepreneurship is dealing with questions concerning planning, implementation and supervision of strategies, allocation of resources, and early detection of possible strategic hazards.
- The Department of Marketing is focusing on the development and application of methods and models for the extraction of market data, the analysis and forecast of market situations as well as the optimal use of marketing instruments.
- The Department of Consumer Behavior undertakes research primarily in the area of Consumer Behavior.
With several lectures concerning the fundamentals of marketing, marketing strategy, market research, operational marketing decisions (marketing-mix), and strategic management the institute largely contributes to the 'Business Administration Program' at the University of Berne.
The institute's research activities focus on marketing strategy, communication-effect-research, employee directing systems and success factors.