Katrin Schein

Prof. Dr. Katrin Schein is a Professor of Digital Business at the Faculty of Informatics, Reutlingen University. She holds a PhD in User Behavior in Augmented Reality from the Technical University of Munich (2022) and has extensive experience in both academia and industry. Her research focuses on augmented/virtual reality applications in marketing, consumer behavior analysis, and digital business models. She currently serves as Dean of Studies for the B.Sc. Digital Business program and teaches courses on digital business models, user experience, and entrepreneurship.

• Education:
  • 2015-2016: M.Sc. Marketing, University of Groningen
  • 2010-2014: B.Sc. International Business Administration, University of Bamberg
• Professional Background:
  • 2023-present: Full Professor at Reutlingen University
  • 2019-2022: Lecturer at TU Munich, Reutlingen University, and Zeppelin University
  • 2014-2018: Product Management/Marketing roles in FMCG industries

Her research explores AR/VR's impact on consumer-brand relationships, tourism marketing, industrial applications, and user acceptance. Key contributions include studies on AR marketing effectiveness, worker perceptions of AR in manufacturing, and tourism service evaluation frameworks. She actively contributes to industry-academia collaboration through roles like board membership in bdvb Forschungsinstitut and Extended Reality Bavaria e.V.

Her recent work emphasizes cross-industry AR adoption challenges, digital transformation strategies, and ethical considerations in immersive technologies. Current research trends focus on bridging empirical findings with practical marketing strategies to enhance brand engagement through AR technologies.

• Grants & Projects: Involved in projects like 5G-PreCiSe and HoloDEC, focusing on AR/VR applications in healthcare and industry.
• Labs & Teams: Affiliated with the university's Virtual Reality and Human-Centered Computing research groups.