معرفی
Prof. Marc Fischer is a Professor of Marketing Science and Analytics at the University of Cologne, holding the Morrison Faculty Fellowship at UCLA Anderson School of Management. His research focuses on marketing performance management, analytics, and brand strategy. He has held academic roles at institutions including the University of Technology Sydney and the University of Passau. His work bridges theoretical and applied marketing, with contributions to firm value optimization, dynamic pricing, and healthcare marketing.
Education and Career:
- 2011–current: Full Professor at University of Cologne
- 2014–2020: Senior International Faculty at UTS Business School
- 2007–2010: Professor at University of Passau
- 2003–2007: Assistant/Associate Professor at Christian-Albrechts-University Kiel
- 2002–2003: Visiting Scholar at UCLA
- 2001–2002: Consultant at McKinsey & Company
Research Interests: Prof. Fischer explores how marketing strategies impact firm value and brand equity. His work emphasizes marketing analytics, including econometric modeling of brand performance, advertising effectiveness, and cross-country marketing dynamics. He also investigates healthcare marketing, particularly in prescription drug markets and physician-patient interactions.
Key Contributions: His research has been recognized with awards such as the VHB Best Paper Award and multiple nominations for the Paul E. Green Award. Notable articles include studies on brand leverage potential (Management Science, 2024) and corporate social irresponsibility (Journal of Marketing, 2020).
Service and Leadership:
- Co-leads the Key Research Initiative “Analytics and Transformation” at Cologne
- CEMS Academic Director (global alliance of 34 business schools)
- Member of the Rector’s Advisory Commission on Bonus Systems, University of Cologne
- Advisory Board Member of Analyx GmbH and the Marketing Accountability Standards Board (MASB)
Labs and Collaborations: Active in interdisciplinary projects like the HPDnet Emerging Group (healthcare networks for pediatric care), funded by the DFG. Collaborates with institutions such as UCLA, the University of Bonn, and multinational corporations through CEMS.
