Daniela Horstmann

Prof. Dr. Daniela Horstmann serves as Professor for Digital Marketing at Bremen University of Applied Sciences within Faculty 1, concurrently operating as Owner of IAM - Institute for Application-Oriented Marketing. Her institutional presence spans teaching, research, and industry consultation in digital commerce domains since joining in 2019.

Her research rigorously examines digital consumer behavior patterns, brand strategy evolution in online ecosystems, and data-driven market research methodologies for eCommerce. This work integrates theoretical frameworks with practical applications through courses like Digital Marketing and eCommerce, Strategic Marketing, and Consumer Behavior, emphasizing real-world implementation of digital transformation principles.

Professional activities include leadership at IAM Institute where she bridges academic insights with industry practice. Current projects focus on migration-integrated startup ecosystems as evidenced by her September 2025 "Zukunftsschnack" event coordination in Bremen, reflecting applied research in digital market inclusion.