PROJECT TEAM

Prof. Dr Michael Fretschner, MBR is head of the ‘Digital Marketing Management’ (M.Sc.) programme at NORDAKADEMIE University of Applied Sciences in Hamburg/Elmshorn, one of the largest private universities of applied sciences in Germany. In addition, as managing partner of smart impact GmbH, he advises various well-known companies (including BOSCH, Ströer, Jenoptik and GIK) in the field of data-driven marketing and advertising effectiveness research and is an advisor to several martech start-ups. Before his appointment to the professorship, he was Vice President Northern Europe at News Corp's Unruly Group, where he headed the Insight & Solutions department in Germany, Scandinavia and the Netherlands, looking after key accounts such as P&G, Unilever, Volkswagen and Otto. He studied at the Ludwig-Maximilians-University Munich (LMU) and the University of Sydney and completed his doctorate at the LMU on the effects of entrepreneurship education. His work has been published in prestigious international journals, including the Journal of Media Economics, Journal of Small Business Management, International Journal on Media Management and Technology Analysis & Strategic Management.

Dr. Steffen Heim worked as Research Associate (and Ph.D. Candidate) at the Institute for Marketing at Helmut-Schmidt-University in Hamburg, Germany. After completing his education in aeronautical engineering and international business and engineering he spent some years working in the advertising and music industry, providing stakeholders and customers with data-driven insights to improve the business strategy. Working on the Media Brand Trust Scale Steffen Heim achieved his Ph.D. and obtained profound insights into the media industry and the relevance of consumer trust for media business.