Research Interests

• Retailing
• Marketing Strategy
• Advertising Effectiveness
• Digital Marketing

Curriculum Vitae

Thomas Scholdra is IFH-Endowed Assistant Professor of Marketing and Retailing at the University of Cologne since November 2022. Previously, he has been a post-doctoral researcher at the Chair of Retailing and Customer Management. Before joining the Marketing Area, he received his doctoral degree from the University of Bremen with a summa cum laude in 2019. For his dissertation titled “Business Cycles and Consumer Behavior”, he has received several research awards, including the Wolfgang-Ritter-Prize 2020, the Segnitz-Prize 2020 by the University of Bremen, and the dissertation award by the German Brand Association (third place).

In his research, Thomas Scholdra focuses on (the future of) retailing, (digital) advertising, and the impact of marketing strategy on firm performance. His research approach is quantitative in nature, using large structured (e.g., consumer transactions, firm performance metrics) and unstructured (e.g., written product reviews, speech transcripts) data sets as well as advanced empirical modelling techniques. His research projects often are located at the intersection of marketing and economics, finance, or computer science and are conducted in close collaboration with leading practice partners from various industries. His work is regularly presented at academic marketing conferences and has been published in the Journal of Marketing. Also, he periodically contributes to the annual practice-oriented paper series “Selected Publications of the IFH Sponsors.”

Besides the practical relevance of his research, Thomas Scholdra also has a strong practical orientation in his teaching activities. Key courses of his current and future curriculum are “Quantitative Applications in Marketing” and “Retailing.” The complete Curriculum Vitae you will find here.

Business Expertise

Thomas Scholdra has gained business experience at leading companies in the FMCG industry.