Johan Anselmsson

Professor

Research areas and keywords

UKÄ subject classification

  • Business Administration

Research

My PhD-thesis from 2001 was about how to market and manage technology-based self-service for increased quality and customer loyalty. Since 2004 my main area is brand management and how strong brands can create customer loyalty, sales and profit. I mostly do quantitative research and encourage external and international collaborations. I am currently a member of Centre for Retail Research at Lund University; hence a lot of my current research connects to retailing and shopping destinations.

Teaching

I have extensive experience in teaching in general marketing management, service management, loyalty-based management, brand management, marketing research as well as quantitative research methods.

1. Teaching/Course responsibility:

- Role (responsible for the course, lecturer, teaching assistant): Head of course

- Course name: Strategic Marketing

- Course code: BFEKG21

- Number of clock hours: 180

 

- Role (responsible for the course, lecturer, teaching assistant): Head of course

- Course name: Marketing Management

- Course code: FEKH20

- Number of clock hours: 220

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Marketing introduction

- Course code: FEKA90

- Number of clock hours: 16

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Marketing Management Bachelors thesis

- Number of clock hours: 24

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: International Business and multinational enterprises

- Course code: FEKH21

- Number of clock hours: 8

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Business-to-Business Marketing

- Course code: FEKH22

- Number of clock hours: 8

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Brands and branding in a dynamic world

- Course code: FEKH23

- Number of clock hours: 8

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Introduction to Business Research Methods PHD level

- Course code: ??

- Number of clock hours: 24

 

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Quantitative Methods, 7.5 Credits

- Course code: FEHFE006

- Number of clock hours: 40

 

 

(if there is more teaching, continue downwards)

2. Supervision of theses (including theses completed by Feb-19):

 

No

 

3. Examiner of theses (including theses completed by Feb-19):

Undergraduate level (number of theses 2018):

 

bachelor level (number of theses 2018): 1

 

 

4. Briefly describe development work in education – renewal of curriculum and/or pedagogical development:

I am head of the marketing area and I am responsible for hiring, managing and developing the lecturers in marketing. This year I have developed a framework and a combined phD and course for senior lecturers to develop their skills in quantitative research methods.  The course is aimed for all areas within the department and not only marketing. One of the course goals is to prepare teachers for supervision of quantitative thesis.

 

I have also started a seminar series in digital marketing, aimed to let teachers know about the latest within marketing practice and research related to digital marketing. Sixed seminares are planned and one has been executed in November 2018.

 

 

 

5. Involvement of guest teachers:

- Course name: Marketing Management

- Course code: FEKH20

- Name of guest teacher and company/organization: 

Stefan Åkesson Gfk VT/HT

Cecilia von Perglas Cloetta VT/HT

Kaj-Dac Tam Findus VT/HT

 Ulf Vanselius Pyramid Communication VT/HT

Clas Tjebbes KAN Communication HT

Charlotte Almlöf Star Com VT/HT

Marcus Norrving Notified VT/HT

Per Onholt TBWA HT

 

 

- Course name: Strategic Marketing

- Course code: FEKG21

- Name of guest teacher and company/organization: 

Peter Torsensson Informationsdirektör Alfa Laval VT

Jonas Hansson Informationsdirektör Axis Communication VT/HT

 

 

- Course name: Marketing introduction

- Course code: FEKA90

- Name of guest teacher and company/organization: 

Sophie Holt Christopher Zimmerman Google

 

 

 

 

6. Programme responsibility (name of programme)

 

 

7. Additional work in education (e.g. planning, implementation, and pedagogical leadership)

 

See point 4

 

 

 

8. Briefly describe your work with IT-supported teaching and learning 

All materials, assignments etc are communicated on the Live@lund platform.

 

Some of the students’ presentations regarding digital marketing are made online as 3 minute recordings that students post and comment on Youtube instead of classroom. As a result teaching is effective and students learn how to present digital material and content.

 

All lectures are based on ppt which are combinations of slides and videos.

 

At FEKH20 students watches a at least three hours of digital vidies of cases and draw conclusions on based of these.

 

9. Production of cases, publications on teaching and learning, teaching materials and textbooks

FEKH20: Every semester I produce a new case together with a case company where we formulate a problem and a platform for solving their problem. The platform consist of reports, market data surveys etc.

 

I currently have a contract for a textbook about brand equity at the publisher Sudentlitteratur. 180 out of 250 pages has been produced during 2018.

 

Professional work

I am director of the Marketing area at LUSEM, which means that I am responsible for managing and enveloping the marketing subject regarding teaching and research. This is a collective effort not possible without the engagement from all the members (from PhD’s to Professors) of the marketing area.  Personally I prioritize practical relevance and collaborations with organisations and enterprises both in teaching and research. Since 1999 I have also been involved in several commercial projects with companies such as Alfa Laval, Axfood, Axis Communication, Ikea, Mercedes Benz, Tetra Pak and so on,

Recent research outputs

Johan Anselmsson & Bondesson, N., 2017 May 18, Brand Theories: Perspectives on Brands and Branding. Tarnovskaya, V. & Bertilsson, J. (eds.). 1 ed. Lund: Studentlitteratur AB, p. 65-81 17 p.

Research output: Chapter in Book/Report/Conference proceedingBook chapter

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