Harald Wimmer

Harald Wimmer is a Professor at St. Pölten University of Applied Sciences, where he serves as Academic Director of Digital Marketing and Communication (MA), Academic Director of Digital Media Management (MA), and Deputy Academic Director of Marketing and Communication (BA). He leads multiple academic programs within the Department of Digital Business and Innovation, including Digital Marketing (academic), Digital Marketing (MA), and Digital Marketing (MBA).

Professor Wimmer's research spans digital marketing, media management, and strategic communication. His work explores consumer behavior in digital environments, advertising effectiveness, PR strategies, and generational marketing approaches. He has developed expertise in both traditional marketing research methods and newer digital analytics approaches. His research bridges theoretical frameworks with practical applications for businesses navigating digital transformation.

His publication record shows a clear progression from early work on consumer acceptance of hybrid vehicles and digital camera branding toward contemporary research on digital marketing, social media, and strategic communication. Recent publications focus on Gen Z marketing, gender representation in media, semiotic analysis of advertising, and creative methodologies in communication.

Professor Wimmer actively contributes to academic discourse through editorial roles, particularly with the PRaktivium publication series which examines evolving PR practices and the relationship between journalism and public relations. His work demonstrates strong industry connections and practical relevance to current marketing challenges.

He has been instrumental in developing academic programs that address the rapidly changing digital marketing landscape, ensuring curriculum relevance through close industry partnerships and practical project work. His leadership extends to student competitions like the Mobile Marketing Rookie Award and Dialog Marketing Rookie initiatives that connect classroom learning with real-world marketing challenges.