Mark Heitmann

Prof. Mark Heitmann is a Professor of Marketing & Customer Insight at the University of Hamburg Business School. He holds a visiting appointment at Nova School of Business and Economics. His research focuses on AI-driven marketing strategies, social media analytics, brand equity, and consumer decision-making. He has held academic roles at institutions including the University of St. Gallen and Christian-Albrechts-University in Kiel before joining Hamburg in 2011.

Academic Career: Holds a PhD (2004) and post-doctoral Habilitation (2007) from the University of St. Gallen. Visiting researcher at Columbia University and the Max Planck Institute for Human Development.

Research Interests:

• Applications of artificial intelligence in marketing
• Social media and digital transformation
• Ethical consumer behavior
• Brand self-expression and visual design
• Marketing technology (MarTech) innovations

Key Achievements: Over 20 peer-reviewed publications in top journals like Journal of Marketing Research and Harvard Business Review. Award-winning research includes the MSI/H. Paul Root Award and IJRM-EMAC Best Article Award. Active in translating research into scalable commercial solutions through software-as-a-service ventures.

Team & Collaborations: Leads a research team including M.Sc. candidates Sammar Rath, Julia Rosada, Maximilian Witte, Tijmen Jansen, Claus Hegmann-Napp, and Magdalena Heynicke. Engages in interdisciplinary projects with industry partners.