معرفی
Prof. Dr. Dirk Totzek is a Professor of Marketing and Chair of Marketing and Services at the University of Passau's School of Business, Economics and Information Systems. He leads the CenTouris Center for data-based insights and has held various academic leadership roles, including Dean of Studies (2014–2020) and member of the Board of Directors of CeDiS (2018–2021). His research focuses on pricing strategies, service research, customer relationship management, and business-to-business marketing, with publications in top journals like the Journal of Marketing and Journal of Service Research. He teaches modules in Marketing, B2B Marketing, and Entrepreneurial Marketing, emphasizing both theoretical rigor and practical application. His work bridges academic research with industry collaboration, supporting SMEs and regional innovation ecosystems. Notable projects include the Bavarian Service Research Cluster and BMM-EMAC initiatives. He supervises students in thesis writing and advises on marketing incubation programs.
- Education: Ph.D. (2010) and Habilitation (2013) from University of Mannheim.
- Research Interests: Pricing dynamics, service innovation, digital empathy frameworks, and B2B privacy concerns.
- Administrative Roles: Academic Director of CenTouris (2020–present), former Interim Chair at University of Mannheim (2011–2013).
His teaching includes courses like Price Management, Entrepreneurial Marketing, and B2B Sales Management, with a focus on preparing students for real-world marketing challenges. He actively collaborates with businesses on applied research and consults on marketing strategies for SMEs. His recent work explores AI-driven ideation, digital empathy in user experience, and post-pandemic B2B sales strategies.
