Tatjana König

Prof. Dr. Tatjana König has been a Professor of Marketing and General Business Administration at the Faculty of Economics, Saarland University of Applied Sciences (htw saar) since 2004. She established the specialization in Marketing and International Marketing and has led the Master's program in Marketing Science (M.Sc.) since 2011. Prior to her academic career, she worked as a business consultant and Pricing Manager at Lufthansa AG.

Her educational background includes a degree in Economics from Johannes Gutenberg University, Mainz, with a focus on Marketing and Business English, and a PhD from WHU and the University of Mannheim on "Benefit Segmentation and Alternative Segmentation Approaches" under Prof. Dr. Christian Homburg.

Prof. König's research spans critical contemporary marketing domains with emphasis on empirical methodologies:

• Digital Marketing: Social Media (Instagram/TikTok), Digital Customer Experience (dCX) in B2B/B2C contexts, and electronic Word-of-Mouth (eWoM) with focus on online review systems
• Green Marketing and Green Consumer Behavior investigating sustainability-consumer choice intersections
• International Consumer Behavior with generational marketing specialization
• Quality of Life studies including pandemic-era life satisfaction research in Saarland
• Sensor-based Emotion Measurement applications in consumer contexts

She directs major externally funded projects including Covid_Saar (life satisfaction during pandemic, funded by Saarland Research Foundation), GRIHSU Green Innovation Hub (BMBF-funded), and GREATER GREEN (Interreg EU-funded), alongside internal initiatives like dCX and eWoM. Her work bridges academic rigor with practical business applications across digital transformation and sustainability domains.

Prof. König supervises Bachelor's and Master's theses in marketing while holding key administrative roles including Program Director for Marketing Science and former Vice-Chair of htw saar's Research Advisory Board. Externally, she serves as reviewer for the German Council of Science and Humanities, European Marketing Association member, and Track Chair for Academy of Marketing Science conferences.