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Dr. Julian R. K. Wichmann

Research Interests

  • Customer Integration
  • Consumer Behavior
  • Choice Modelling
  • Macroeconomic effects on consumers

Curriculum Vitae

Julian Wichmann is a post-doctoral researcher at the Chair of Retailing and Customer Management since 2020. He studied Economics and Business Economics at the Utrecht University, Netherlands and the Luiss Guido Carli in Rome, Italy during his Bachelors. In 2014 Julian graduated from the University of Cologne with a Master’s Degree in business administration, majoring in marketing and economic psychology. He 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". Julian Wichmann has gained valuable insights into multiple industries through various internships and joint research projects - e.g. fashion retailing, telecommunication, and online advertising. He also worked as a research assistant at different chairs at the University of Cologne. His empirical master thesis on the use of big data in targeted online advertising has been awarded with the Wissenschaftspreis 2016.


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)