Jochen Hartmann

Prof. Jochen Hartmann holds the Digital Marketing professorship at the TUM School of Management (Munich). Previously, he was an assistant professor at the University of Groningen's School of Business and Economics and worked as a management consultant at McKinsey & Company. He earned his doctorate from the University of Hamburg and coordinated the DFG research group FOR 1452 (2019-2022). His research focuses on digital marketing and machine learning, particularly analyzing unstructured data (computer vision, NLP) and generative AI. Key themes include social media, algorithmic fairness, diversity in advertising, and human-machine interactions.

Education: Ph.D. in Business Administration (University of Hamburg), Management Consulting experience at McKinsey & Company.

Research interests combine cutting-edge AI techniques with marketing challenges. Recent work explores generative AI's impact on advertising, algorithmic bias in finance, and visual search innovations. His text/image mining studies rank among top-cited articles in marketing journals like the International Journal of Research in Marketing and Journal of Marketing Research.

Awards include the EMAC-Sheth Sustainability Award, Lindau Nobel Laureate Meetings' Young Economist distinction, and multiple best dissertation awards.

Grants: Led DFG-funded research group (2019-2022). Affiliated with Columbia Business School (visiting scholar) and Mannheim Business School (lecturer in machine learning).

Labs/Teams: Active in interdisciplinary research groups focusing on AI applications in marketing and business analytics.