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Dr. Martin Hirche

Photo: Courtesy of University Of Melbourne, Victoria, Australia

Research Interests

Martin Hirche‘s research focuses on the physical availability of brands, retail distribution and related brand performance metrics. He analyses unstructured and structured big data, and is specialised in syndicated retail store and panel data. In his research Martin Hirche deals with data mining techniques, predictive analytics, forecasting and trend analytics, as well as data visualisation and data 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 University of Cologne in the Department of Marketing and Brand Management. 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 where he was responsible for the entire lifecycle of market research from problem definition to client solutions as well as working on industry-funded R&D programs. 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 in the hospitality industry at Michelin-starred businesses in France and Germany.


Administrative Responsibilities

Teaching Responsibilities

  • Lecture „Introduction to Marketing“
  • Lecture „Bachelor Seminar Marketing: Digital Marketing and Marketing Analytics”
  • Exercise „Major Modul I: Applied Marketing and Business Analytics – A Case-Based Course”
  • Supervision of master and bachelor theses