The ongoing digitization in many parts of customers’ lives and the abundance of data hold many fruitful prospects as well as threatening risks for companies. With a multitude of studies in our research portfolio, we shed light on various aspects of digital marketing including mobile and online marketing, platform marketing, human-computer interactions, artificial intelligence, machine learning, and natural language processing.
In our research, we examine critical managerial problems pertinent to the topics mentioned above. Based on empirical research, we teach students and executives how to leverage the opportunities and mitigate the risks of digitization. In our courses, we train participants how they can deduce relevant management implications and sustain competitive advantages in the context of digital marketing.