Research Interests

• Conceptual and empirical research that demonstrates the marketing impact on bottom-line results and firm value (marketing performance management)
• Marketing analytics
• Marketing-mix optimization
• Brand management
• Market response models/econometric modeling

Curriculum Vitae

Marc Fischer is Chaired Professor of Marketing Science and Analytics at the University of Cologne. His expertise includes the measurement and management of marketing performance, brand management and the optimization of marketing mix.

His articles have appeared in Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Quantitative Marketing and Economics, International Journal of Research in Marketing, Interfaces, and other academic journals. Seven articles won major awards or were finalists, including Gary L. Lilien ISMS-MSI Practice Prize (2x), JMR Paul E. Green Award, INFORMS Franz Edelman Award, JM & JMRLehmann Award, and VHB Best Paper Award (2x). Dr. Fischer serves as an Associate Editor for Journal of Marketing and on the Editorial Review Boards of Journal of Marketing Research, Journal of Consumer Research and International Journal of Research in Marketing.

He was a professor of marketing (part-time) at the UTS Business School, University of Technology Sydney, from 2014-2020. He is Morrison Faculty Fellow at the Anderson Graduate School of Management at UCLA, Los Angeles, a founding member of the Advisory Council of the Marketing Accountability Standards Board (MASB), Chicago, and serves on the Advisory Boards of the AiMark Foundation in Amstelveen, The Netherlands, and Analyx, Berlin, a company specialized in marketing analytics applications. He is also Chair and founding member of the Schmalenbach Working Committee “Marketing Performance Analytics”, in which academics work together with top marketing executives across industries on current topics of high relevance.

Dr. Fischer is Co-Spokesperson of the Consortium BERD@NFDI – NFDI for Business, Economic and Related Data, a consortium to build a research data infrastructure for unstructured data that is funded by the German Research Foundation with a grant of EUR 15,000,000.

Business Expertise

In 2001 and 2002, Dr. Fischer suspended his academic career to assume a position as associate at McKinsey&Company. He has consulted with various multinational companies from diverse industries, such as retail, automotive, pharmaceutical, transportation, media/entertainment, financial services, market research services, consumer-packaged goods, logistics services, and business services, and served as expert witness for international law firms, especially in matters of branding.

He is currently academic director of CEMS-MIM at the University of Cologne, which is a globally leading master program involving 34 top universities from 33 countries around the world.

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