Sandra Bayer

Sandra Bayer is a Professor for Business Management in the Digital Economy at the Faculty of Media, Mittweida University of Applied Sciences, holding a doctorate in economics with expertise in customer relationship management (CRM) and digital transformation. She concurrently serves as Managing Director of anker & alpen consulting GmbH, specializing in CRM implementation and digitalization for the hotel industry with emphasis on customer-centric transformation processes.

Education

• Doctorate in Economics

Research Interests

Her research centers on digital transformation and CRM within hospitality marketing, extending to business intelligence, big data analytics, data management, quantitative methods, change management, and customer segmentation. She applies these domains to drive innovation in hotel industry client relationships through data-driven segmentation and digital strategies.

Scientific Awards

• No scientific awards mentioned

Advising and Grants

No information regarding student advising or research grants is provided in available sources.

Professional Experience

• Current: Managing Director of anker & alpen consulting GmbH, leading strategic customer and project development in hotel CRM digitalization
• 2006-2012: Director of Consulting and authorized signatory at Toedt, Dr. Selk & Coll. GmbH, advising international chain and independent hotel clients

Teaching

She instructs courses in business intelligence, data management, big data & analytics, quantitative methods, change management, and strategic/operational marketing at Mittweida University.