Michael Kaschytza

Michael Kaschytza serves as a Lecturer in Event Management at the Media University of Applied Sciences, Cologne since 2013, while concurrently holding Director Business Development roles at pro concept – Gesellschaft für Markenimpulse mbH (Brand Galaxy Group) since 2015 and previously at DOMSET Live Communication (2005-2012). His academic affiliation extends to Macromedia Academy Cologne (2012-2014).

Education:

• Magister Artium in Theatre, Film and Television Studies, Ethnology, and Philosophy from University of Cologne

His research centers on the evolution of event-driven communication strategies, with emphasis on live marketing's role in brand building and integrated communication frameworks. Kaschytza investigates how event agencies navigate talent acquisition challenges and develop business models that bridge corporate events with internal communication effectiveness. His work consistently explores the shift from traditional event marketing toward immersive 'involve marketing' approaches that foster deeper audience participation.

Publications reveal a career-long focus on corporate events as strategic communication tools, tracing developments from late 1990s internal change management applications to contemporary talent acquisition challenges in 2014. His research demonstrates consistent interdisciplinary connections between marketing theory, organizational behavior, and practical event execution.

Scientific Recognition:

• Eva Award

Kaschytza's industry leadership informs his academic practice, with 30+ years of executive experience across event agencies (K3 POOL GmbH, VOK DAMS, DOMSET) directly shaping his curriculum development in event economics and practice. His dual role bridges academic theory with real-world business development challenges in live communication sectors. Professional memberships include founding the Forum Marketing Event Agencies (FME) and the German Journalists Association (DJV).

His industry work through pro concept (Brand Galaxy Group) focuses on brand communication strategy implementation, directly feeding into his teaching on integrated communication systems and live marketing applications.