Andreas Baetzgen

Prof. Dr. Andreas Baetzgen is a Professor of Business Communication at the Berlin University of Applied Sciences (HTW Berlin), where he focuses on strategic communication and branding. Previously, he taught at Stuttgart Media University (2010-2020) and institutions like Berlin University of the Arts, Technical University of Berlin, and Steinbeis School of Management. His research examines the intersection of brands, media, and digital communication.

• Doctorate in audiovisual media studies from Film University Potsdam-Babelsberg (focus: 'Context-Based Brand Communication')
• Editor of the best-selling German Brand Planning textbook series (now in 2nd ed., 2024)
• Consultant for major brands including STIHL, fischer, foodspring, and Saturn

His research explores brand-user interactions in digital spaces, with particular emphasis on:

• Brand-owned media management
• Social media advertising (e.g., Snapchat, Instagram)
• De-differentiation of content and commerce
• Brand purpose and sustainability

Recent publications analyze advertising's evolving self-concept during crises, influencer marketing motivations, and media-company diversification. He has presented at conferences including ECREA, ICORIA, and DGPuK across Europe.