Can you tell us more about your journey from pursuing a PhD in unconventional marketing to becoming a professor at PSM?
As someone who is curious and passionate about marketing, my academic and professional journey has always been centered around challenging traditional frameworks – particularly in marketing. During my PhD journey, I focused on unconventional strategies like guerrilla marketing, exploring how creativity and disruption can drive brand engagement in a fast-changing world. This passion led me to collaborate with institutions across Europe, both academically and through hands – on campaign work.
” Joining PSM feels like a natural progression – an opportunity to share my passion and knowledge, perfectly aligning with my academic philosophy and business experience. “
You’ve taught courses in guerrilla marketing and led marketing campaigns for prominent institutions. How do you incorporate hands-on learning and real-world business challenges into your teaching at PSM?
I believe that marketing cannot be fully understood through theory alone. At PSM, I integrate real-world case studies, live consulting projects, and simulation-based learning into the classroom. For instance, students might be asked to design a guerrilla campaign for a local startup, corporation or cultural institution, or analyze a failed global marketing strategy to identify what went wrong. This approach not only reinforces theoretical frameworks but also builds critical problem-solving and execution skills -traits essential in today’s fast-paced market.
With your international experience – ranging from training at the University of Eichstätt – Ingolstadt to developing and teaching the ‘Guerilla Marketing’ course at Stuttgart Media University, where you led student campaigns for prominent institutions such as the Landesmuseum Württemberg – what key insights and lessons do you aim to impart to your students at PSM regarding global business and marketing strategies
Global exposure has taught me that marketing is deeply cultural. What resonates in Europe may fall flat in Asia, and vice versa. I bring this perspective into the classroom by encouraging students to look beyond borders – exploring consumer psychology, regulatory frameworks, and digital ecosystems in different regions. I also emphasize adaptability and sensitivity, helping students (especially Generation Z) become not only global marketers but also global citizens. At PSM, this means fostering open discussions and leveraging my international network for collaborative projects and guest lectures.
Your expertise spans both European and global markets. How do you prepare students at PSM to thrive in a globalized business environment?
Preparation starts with mindset. I encourage students to think “out of the box” and act like entrepreneurs. We explore cross-border case studies, compare brand narratives across regions, and even simulate international market entry plans. I also stress the importance of cross-cultural communication and ethical marketing, which are increasingly vital in global business. My goal is to equip PSM students not just with knowledge, but with global business experience, cultural intelligence, and strategic agility needed to excel worldwide.
Having led multiple academic projects and campaigns, how do you nurture creativity and strategic thinking in students at PSM, especially in advanced programs like the MBA or DBA?
Creativity and strategy are often seen as opposites, but I see them as partners. At PSM, I use a combination of design thinking, storytelling, and competitive simulations to help students build both creative confidence and strategic clarity. In MBA and DBA programs, students work on real consulting briefs, often with companies, where they are encouraged to take calculated risks, test bold ideas, and back them with data. It’s about creating a safe space for creativity and innovation – while staying grounded in business realities.
Looking ahead, how do you envision the future of marketing education, and what role do you see PSM playing in shaping that future?
The future of marketing education lies in blending technology with human insight. As AI, data analytics, and immersive media reshape how brands connect with audiences, marketers must evolve as both analysts and storytellers. PSM is uniquely positioned to lead this transformation. With its global footprint, entrepreneurial culture, and emphasis on real-world learning, I believe PSM will shape students/marketers who are not only future-ready but future-defining.