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Dr. Martin Hirche

Photo: Courtesy of University Of Melbourne, Victoria, Australia

Research Interests

Martin Hirche‘s research primarily applies quantitative empirical methods to investigate dynamics between marketing strategies, brand management, retail marketing and consumer behavior. His recent research projects focus on pricing tactics, branding consistency, retail distribution and sales performance analytics, and consumer product evaluation of consumer goods and wine brands. Among other recognitions, Martin is the 2018 Emerald / EFMD Outstanding Doctoral Research Award Winner and received the Mary Kay Doctoral Dissertation Competition Finalist Award issued by the Academy of Marketing Science. His work is published in industry journals as well as peer-reviewed academic journals.

Curriculum Vitae

Martin Hirche is a postdoctoral researcher at the Chair of Marketing and Brand Management, University of Cologne. Prior to joining the University of Cologne in 2021, he worked at the University of Melbourne and the Ehrenberg-Bass Institute for Marketing Science, Adelaide. Martin Hirche also worked in marketing and management roles in the beverage industry for wine and trading businesses globally and managed international key accounts with major grocery retailers in Europe, the UK, North America, and Australia. Earlier, Martin also gained experience as a contractor in wine tourism in Germany and the hospitality industry at Michelin-starred businesses in France and Germany.


Administrative Responsibilities

Teaching Responsibilities

  • Lecture „Introduction to Marketing“
  • Seminar „Bachelor Seminar Marketing: Digital Marketing and Marketing Analytics”
  • Seminar „Master Seminar Consumer Buying Behavior under Changing Market Conditions”
  • Exercise „Master Seminar: Applied Marketing and Business Analytics – A Case-Based Course”
  • Exercise „Master Seminar Consumer Behavior in Times of (Economic) Crisis"
  • Supervision of master and bachelor theses