Professor, Researcher, & Trainer
I hold a Ph.D. in Management Science from the University of Munich in Germany and am currently a Professor of Marketing at Vlerick Business School in Belgium. Since 2015, I have also worked as a Senior Management Trainer with Horváth Akademie (Horváth & Partners) for assignments in Europe, Asia, and North America, and, since 2020, as a Marketing Trainer with Unilever with assignments in Africa, Europe, and NAMET & RUB. I have over 15 years of experience in teaching and training with different audiences. In January 2020, I launched the online course platform The Marketing Analytics Academy.
My research on digital marketing, service recovery, and marketing analytics has received multiple awards and was featured in national outlets such as newspapers, radio shows, and television. I have authored and co-authored articles in refereed scientific journals such as Journal of Business Research, Journal of Interactive Marketing, Information and Management, Psychology & Marketing, International Journal of Electronic Commerce, and Technological Forecasting and Social Change.
My Professional Experience
Over 15 Years of Experience in Blending Theory and Practice.
Dedicated Marketing Professor with a proven track record of excellence in higher education and management training, enriched by a wealth of international experiences. Leveraging a deep passion for the dynamic world of marketing, I aspire to continue shaping future marketing leaders and contributing to the advancement of knowledge in this field.
Vlerick Business School
Professor
Specialised in Digital Marketing and Online Social Interactions.
Since 2024
Copenhagen Business School
External Lecturer
Lecturer in a course module on Visual Analytics and Storytelling.
Since 2021
Unilever London
Marketing Trainer
Trainer and facilitator for marketers in Europe, Francophone Africa, and the NAMET-RUB region.
Since 2020
Designing effective learning journeys for marketing students and professionals.
My Three Key Publications
Social Media and Social sustainability
- Title of the publication: The social side of sustainability: Well-being as a driver and an outcome of social relationships and interactions on social networking sites
- Co-authors: Lars Meyer-Waarden and Jean-Philippe Galan
- Journal: Technological Forecasting & Social Change
- Year of publication: 2018
Human and algorithmic detection of fake online reviews
- Title of publication:
Illusions of truth – Experimental insights into human and algorithmic detections of fake online reviews
- Co-authors: Daria Plotkina and Jessie Pallud
- Journal: Journal of Business Research
- Year of publication: 2020
Big Data’s Impact on Firm Performance
- Title of publication:
Big data and firm performance: The roles of market-directed capabilities and business strategy
- Co-authors: Samppa Suoniemi, Lars Meyer-Waarden, Alex Zablah, and Detmar Straub
- Journal: Information & Management
- Year of publication: 2020
Education
Toulouse Capitole University
Habilitation
French accreditation to supervise doctoral students (H.D.R.), the highest degree in France
2018
University of Munich
Doctorate
Doctoral degree (Dr. oec. publ.) from Ludwig-Maximilians-Universität.
2012
University of Munich
Master of Business Research
2010
University of Strasbourg
Master in Management
Master Grande Ecole from IECS Strasbourg (today: EM Strasbourg Business School)
2010
University of Tübingen
Diploma in Management
Diploma (Diplom-Kaufmann) from Eberhard Karls Universität.
2010
My Teaching and Research Philosophy
Teaching & Training
Designing Learning Journeys for Students and Practitioners
I am an educator deeply committed to enriching the learning experiences of both students and practitioners by seamlessly merging theory and practical applications. My teaching philosophy revolves around equipping learners with essential skills while nurturing their creativity, critical thinking abilities, and collaborative spirit. I have adeptly transitioned to online teaching, crafting self-paced video lessons and interactive live sessions to engage my diverse student and practitioner audience effectively. My teaching experiences span various levels and international contexts, enabling me to tailor my pedagogical approaches to meet the diverse needs of my learners. Additionally, I have founded the Marketing Analytics Academy and published courses on platforms like Udemy, democratizing education on a global scale. Looking forward, I am dedicated to continually evolving my teaching methods, incorporating cutting-edge trends in digital marketing and data analytics, and crafting transformative learning journeys for my students and practitioner community.
Research
Unmasking the Power of Online Social Interactions
My research focuses on activating social interactions in online environments, bridging scientific rigor and practical relevance. I explore mechanisms enhancing social interactions’ impact on user experiences and outcomes in various domains. Research streams include electronic word-of-mouth (eWOM), social media, and human-machine interactions. These streams have led to publications, innovative projects, and ongoing studies. My work also extends to social capital, subjective well-being, and AI applications in marketing. Beyond academia, I’ve received awards and media recognition for my research on fake reviews and social media. Collaborations with business partners have resulted in valuable insights and tools. I foster collaborations locally and internationally, supervising doctoral students and developing a network of colleagues and co-authors. Future research directions include sustainability, data analytics, and digital transformation.
