Nikola Ziehe

Prof. Dr. Nikola Ziehe serves as Professor of Business Administration, Retail Marketing and Communication Management at Hochschule Düsseldorf (University of Applied Sciences Düsseldorf) within the Faculty of Business Studies. She is also the Program Director for the Master's program in Communication, Multimedia and Market Management. Her teaching spans across multiple programs including Business Administration (BBA), Communication and Multimedia Management (BKM), and Market Management (MKM).

Her educational background includes a Diplom-Kaufmann degree in Business Administration from the University of Cologne (1987-1993) and a doctorate from the same institution in 1998 with her dissertation focusing on retail and transportation policy titled "Einzelhandel und Verkehrspolitik - Eine empirische Analyse der Bedeutung von Erreichbarkeit und Attraktivität für die Zentrenwahl der Verbraucher" (Retail and Transportation Policy - An Empirical Analysis of the Importance of Accessibility and Attractiveness for Consumer Center Choice).

Prof. Ziehe's research focuses primarily on retail marketing, pricing strategies, and communication management. Her work examines multi-channel retailing, consumer behavior, and digital marketing transformations in the retail sector. She has published extensively on pricing fairness across channels, customer loyalty strategies, and the evolving landscape of retail marketing in digital environments. Her current research explores AI applications in retail, customer experience optimization, and sustainable pricing models.

Her recent publications reveal a strong focus on pricing challenges in multi-channel retail environments, with increasing attention to digital natives and their shopping behaviors. The research trajectory shows evolution from traditional retail marketing topics toward digital transformation challenges, with growing emphasis on AI applications, customer experience in omnichannel contexts, and data-driven marketing strategies. Her work consistently bridges theoretical marketing concepts with practical retail applications.

Prof. Ziehe actively supervises student theses and coordinates numerous practical projects with industry partners including Metro, Lidl, Vodafone, and various retail companies. Her teaching approach emphasizes the connection between academic theory and real-world business challenges, regularly incorporating current industry projects into her curriculum. She provides detailed guidance for thesis supervision with emphasis on practical relevance and methodological rigor.

She maintains strong industry connections through regular guest lectures and practical projects, facilitating valuable industry-academia collaboration. Her current research projects examine digital transformation in retail, AI applications in marketing, and evolving consumer behaviors in omnichannel environments. She regularly organizes practical projects where students work directly with companies on real business challenges, creating valuable learning experiences and industry connections.