Dr. Katharina Gawrisch works as a research associate at the Chair of Quantitative Marketing and Consumer Analytics since September 2015. From fall 2015 to fall 2018 Katharina also followed the Marketing Track in the PhD program offered by the Graduate School of Economic and Social Sciences at the University of Mannheim. Originally from Ukraine, Katharina holds a Master’s Degree from the University of Mannheim majoring in Marketing as well as a Bachelor's Degree in Business Administration from the Ludwig-Maximilians University Munich (with specialization in HRM). During her master studies, she gained practical experience in business development, market research, brand positioning and pricing through an internship in the marketing department of BASF SE. Moreover, she experienced the research environment as a student research assistant at the Chair of Quantitative Marketing and Consumer Analytics.
Her research interests include marketing strategy, consumer behavior, and branding. Specifically, Katharina’s dissertation was devoted to marketing-crisis management, customer acquisition and retention strategies as well as brand building and brand positioning.