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Dr. Julian R. K. Wichmann

Research Interests

  • Digital platforms
  • Advertising technologies
  • Macroeconomic effects on consumer behavior
  • Retailing and city center composition

Curriculum Vitae

Julian R. K. Wichmann is a post-doctoral researcher at the Chair of Retailing and Customer Management since 2020. In his research, Julian explores the effects of macroeconomic conditions on consumer behavior, digital platform and online advertising technologies, and the future of retailing and city centers. His research has been published in top-tier Journals such as the Journal of Marketing and the International Journal of Research in Marketing. 
Julian studied Economics and Business Economics at the Utrecht University, Netherlands and the LUISS Guido Carli in Rome, Italy during his Bachelors and in 2014 he graduated from the University of Cologne with a Master’s Degree in Business Administration, majoring in Marketing and Economic Psychology. His empirical master thesis on the use of big data in targeted online advertising has been awarded with the Wissenschaftspreis 2016. Julian went on pursuing his doctoral degree at our chair, which he received in 2020 with his dissertation on “The Evolving Brand-Consumer Relationship – The Impact of Business Cycles, Digital Platforms, and New Advertising Technologies”. 

Besides his experience in academia, Julian has gained valuable insights into multiple industries through internships and joint research projects, such as fashion retailing, telecommunication, and online advertising.

Full CV


Administrative Responsibilities

IT, Software, and website maintenance
Course and teaching administration

Teaching Responsibilities

Supervision of Bachelor and Master Thesis
Bachelor Seminar "Customer Engagement" (Summer Semester 2016)
Business Project "Building a Brand in the Digital Age – in cooperation with Beiersdorf" (Summer Semester 2016)
CEMS Business Project – in cooperation with Henkel (Summer Semester 2016)