Theresa Schül, M.Sc.

Theresa Schül did a Business Administration/ International Marketing (B.Sc.) Double Degree Bachelor's Program at the University of Applied Sciences Pforzheim and IESEG School of Management Paris. During her Bachelor's program she gained first practical experience in the FMCG industry at Coty as well as a student research assistant. 

After a gap year including two internships in consultancy, she continued with the Master in Management Program at the University of Mannheim. Besides focusing on Marketing and Entrepreneurship courses, she also took an elective in Psychology. As part of her Master's, she spent a semester abroad at the Norwegian School of Economics (NHH) in Bergen, Norway. 

Right with the beginning of her Master's, Theresa started to work as a student research assistant at the Chair of Sales & Services Marketing at the University of Mannheim. In her Master´s thesis, “Eye-opening the Black Box of Insurance Consumers – An Eye-Tracking Study investigating Insurance Consumers´ Visual Attention and Arousal mediating Purchase Intention”, she applied Eye-Tracking to investigate different marketing stimuli and its influence on consumers´ emotion and behavior. She furtherly gained practical experience as a working student in Wealth Management of a German private bank.

Since March 2026, Theresa has been working as a research associate and doctoral student at the Chair of Marketing & Innovation of Prof. Dr. Sabine Kuester. Her research interests focus on consumer behavior and innovation management.