معرفی
Kristina Schmidt is a Lecturer in Marketing and Entrepreneurship at Aston Business School, Aston University. She joined in 2019 after serving as a Lecturer and Course Director at the University of Southampton (Singapore Institute of Management campus). Her research focuses on marketing analytics, consumer behavior analysis, experimental marketing methodologies, and student/staff experiences in higher education.
Education: PhD from WHU Otto Beisheim School of Management (2014), MSc from Universität Mannheim (2008), PG Cert in Higher Education from Aston University (2015), and Fellow of the Higher Education Academy (2015).
Teaching spans UK, Germany, France, and Singapore, covering marketing analytics, digital marketing, innovation, and product development across BSc, MSc, MBA, and PhD programs. Supervised research projects include marketing analytics and student experience studies.
Key research outputs explore regulatory focus impacts on customer journeys and training interventions for age-diverse teams. Active in academic conferences like ANZMAC and Birmingham University L&T Conference.
