https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News.html https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/How-to-work-with-Influencers.html Guest lecturer Carmen Würth, Chief of Staff at the influencer platform Refluenced AG, gave the students in Prof. Giuffredi-Kähr's Digital Marketing lecture an inside look at the strategiv process of influencer marketing: They lerned what to consider, what to avoid, and how to connect brands and creators effectively.

]]> Mon, 01 Dec 2025 15:34:38 GMT https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/How-to-work-with-Influencers.html 2025-12-01T15:34:38Z https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/Functional-knowledge-from-marketing-experts-for-students.html Prof. Giuffredi-Kähr invited two guests to her Fundamentals of Digital Marketing class in fall 2025 to share insights from industry: Tobias Quelle (CIO at Brack.Alltron) offered a hands-on workshop on Value Proposition Design, and Thorsten Winkler (CEO of Mediaschneider Bern AG) inspired the students with a lecture on Integrated Marketing Campaigns.

]]> Thu, 30 Oct 2025 14:09:33 GMT https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/Functional-knowledge-from-marketing-experts-for-students.html 2025-10-30T14:09:33Z https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/Publication-in-Journal-of-Interactive-Marketing.html Who really defends your brand online when it's under fire? Of course the most loyal brand fans, but not only those: Also consumers who are just satisfied, will defend a brand: because the want to restore fairness and give something back.

]]> Thu, 30 Oct 2025 10:32:24 GMT https://www.business.uzh.ch/en/research/professorships/marketingdigitaleconomy/News/Publication-in-Journal-of-Interactive-Marketing.html 2025-10-30T10:32:24Z