Dr. Marcel Hüttermann
Dr. Marcel Hüttermann
ZHAW
School of Management and Law
Center of Digital Marketing & Marketing Technology
Theaterstrasse 17
8400 Winterthur
Work at ZHAW
Position
Focus
- Marketing Technology
- Fan engagement
- Sports marketing
- Sport sponsorship
Experience
Customer Relationship Manager
FC St. Pauli von 1910 e.V.
03 / 2012 - 12 / 2013
Education and Continuing education
Education
Dr. rer. pol. / Economics
Technical University of Munich
07 / 2015 - 12 / 2021
Continuing Education
Certificate of Advanced Studies ZHAW in Higher & Professional Education
ZHAW
12 / 2022
Network
Membership of networks
ORCID digital identifier
Awards
Outstanding Abstract Award
Asian Association of Sport Management
08 / 2019
Social media
Media presence
- 5 Gründe, warum Blatter die Sponsoren nicht zu fürchten hat
- GC ist Schlusslicht: Grosse Fan-Umfrage – das ist der beliebteste Schweizer Fussballclub
- Warum Lara Guts Erfolg für die Sponsoren teuer ist
- Teurer Stadion-Deal in den USA – Amerikanischer Sport-Glamour für die UBS
- Chinesische Sportmarken setzen Nike und Adidas unter Druck
- Verliert Djokovic Sponsoren? «Das Risiko besteht»
- Leichtathleten müssen nun noch härter für Sponsorengelder kämpfen
- Die Hälfte aller Jungen erkennt Profi-Gamen als Sport an
- Jeder vierte Schweizer sieht E-Sport als Sportart
- Überrascht? – Das ist der beliebteste Eishockey-Club der Schweiz
- On kann mit Federer den Weltmarkt erobern
- Sind Federers Matches nur noch ein Schaulaufen für On?
- Grosse Fan-Umfrage – das ist der beliebteste Schweizer Fussballclub
Projects
- UEFA brand positioning of women’s teams / Project leader / completed
- eSports Switzerland 2021 / Project leader / completed
- Data-driven Marketing / Deputy project leader / completed
Selected publications
- Hüttermann, M. and Klaas, M. (2025) 'Next-level MarTech : a process of implementing marketing technologies in companies', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 2. Singapore: Springer, pp. 821–834. doi: 10.1007/978-981-97-3698-0_55.
- Hüttermann, M. et al. (2024) 'Development of a theoretical marketing technology maturity model', International Journal of Technology Marketing, 18(4), pp. 399–423. doi: 10.1504/IJTMKT.2024.141864.
- Stahl, N. et al. (2024) 'Automated consulting services : perspectives of customers, consultants and companies', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 1. Singapore: Springer, pp. 375–387. doi: 10.1007/978-981-97-1552-7_25.
- Yoshida, M. et al. (2023) 'Fan engagement behavior : validation of a theory-based scale', Journal of Sport Management, 38(2), pp. 133–150. doi: 10.1123/jsm.2023-0075.
- Hüttermann, M. (2021) Fan engagement in professional team sports. Doctoral dissertation. Technische Universität München. Available at: http://mediatum.ub.tum.de/?id=1609945.
Publications
Articles in scientific journal, peer-reviewed
- Hüttermann, M. et al. (2024) 'Development of a theoretical marketing technology maturity model', International Journal of Technology Marketing, 18(4), pp. 399–423. doi: 10.1504/IJTMKT.2024.141864.
- Yoshida, M. et al. (2023) 'Fan engagement behavior : validation of a theory-based scale', Journal of Sport Management, 38(2), pp. 133–150. doi: 10.1123/jsm.2023-0075.
- Hüttermann, M. and Kunkel, T. (2022) 'The influence of non-transactional fan engagement on merchandise consumption', Sport Marketing Quarterly, 2022(31), pp. 48–61. doi: 10.32731/SMQ.311.0322.04.
- Hüttermann, M. and Pizzo, A. D. (2022) 'Esports fan engagement : a comparison of PC and console esports team fans', Frontiers in Sports and Active Living, 4(880294). doi: 10.3389/fspor.2022.880294.
- Hüttermann, M., Haefliger, F. and Stallone, V. (2021) 'Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay', Frontiers in Sports and Active Living. doi: 10.3389/fspor.2021.722043.
- Hüttermann, M. et al. (2020) 'Esports sponsorship : an empirical examination of esports consumers' perceptions of non-endemic sponsors', Journal of Global Sport Management. doi: 10.1080/24704067.2020.1846906.
- Hüttermann, M. et al. (2019) 'Requirements for future digital visitor flow management', Journal of Tourism Futures, 5(3), pp. 241–258. doi: 10.1108/JTF-03-2019-0023.
- Hüttermann, M., Uhrich, S. and Königstorfer, J. (2019) 'Components and outcomes of fan engagement in team sports : the perspective of managers and fans', Journal of Global Sport Management, 7(4), pp. 447–478. doi: 10.1080/24704067.2019.1576143.
- Ströbel, T. et al. (2018) 'Die Inszenierung von Markenerlebnissen im Sport : eine Fallstudienanalyse der Vereinsmarke FC St. Pauli', Marketing Review St. Gallen, 35(5), pp. 86–89.
- Hüttermann, M., Bearth, A. and Hannich, F. (2018) 'Sportsponsoring als Employer-Branding-Tool', Marketing Review St. Gallen, 35(6), pp. 76–83.
Books, peer-reviewed
Hüttermann, M. (2021) Fan engagement in professional team sports. Doctoral dissertation. Technische Universität München. Available at: http://mediatum.ub.tum.de/?id=1609945.
Book chapters, peer-reviewed
- Hannich, F. and Hüttermann, M. (2020) 'Trigger-based Marketing : Tiki-Taka im digitalen Kundenbeziehungsmanagement', in Stadelmann, M., Pufahl, M., and Laux, D. D. (eds) CRM goes digital : Digitale Kundenschnittstellen in Marketing, Vertrieb und Service exzellent gestalten und nutzen. Wiesbaden: Springer, pp. 267–279. doi: 10.1007/978-3-658-27016-2_19.
- Hannich, F. and Hüttermann, M. (2018) 'Kundenbeziehungen emotionalisieren', in Rüeger, B. et al. (eds) Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis. Stuttgart: Schäffer-Poeschel, pp. 47–63.
Written conference contributions, peer-reviewed
- Hüttermann, M., Heierli, R. and Klaas, M. (2025) 'Optimizing collaboration : a team-based approach to use marketing technology effectively in SMEs', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 2. Singapore: Springer, pp. 255–267. doi: 10.1007/978-981-97-3698-0_18.
- Hüttermann, M. and Klaas, M. (2025) 'Next-level MarTech : a process of implementing marketing technologies in companies', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 2. Singapore: Springer, pp. 821–834. doi: 10.1007/978-981-97-3698-0_55.
- Stahl, N. et al. (2024) 'Automated consulting services : perspectives of customers, consultants and companies', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 1. Singapore: Springer, pp. 375–387. doi: 10.1007/978-981-97-1552-7_25.
- Hannich, F., Kaya, T. and Hüttermann, M. (2021) 'A customer-centric search for triggers as a basis for marketing automation service design', in West, S., Meierhofer, J., and Ganz, C. (eds) Smart services summit : digital as an enabler for smart service business development. Cham: Springer, pp. 85–93. doi: 10.1007/978-3-030-72090-2_8.
- Bissig, P. et al. (2016) 'Brand analysis in sports using repertory grid technique : Grasshopper Club Zurich as a case study', in 24th European Association for Sport Management Conference (EASM), Warsaw, Poland, 7-10 September 2016.
- Seiler, R. and Hüttermann, M. (2015) 'E-Health, fitness trackers and wearables : use among Swiss students', in ABSRC Advances in Business-Related Scientific Research Conference, Venice, Italy, 25-27 March 2015. GEA College, pp. 1–12.
Other publications
- Hüttermann, M. et al. (2021) Events Schweiz 2021. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-23954.
- Hüttermann, M. et al. (2021) Swiss MarTech Studie 2021. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-22593.
- Hüttermann, M. (2021) eSports Switzerland 2021 : a study by the Institute of Marketing Management under the direction of Marcel Hüttermann. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-22297.
- Hüttermann, M. (2021) eSports Schweiz 2021 : eine Studie des Instituts für Marketing Management unter der Leitung von Marcel Hüttermann. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-22296.
- Hüttermann, M. (2019) eSports Switzerland 2019 : a study by the Institute of Marketing Management under the direction of Marcel Hüttermann. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-18480.
- Hüttermann, M. (2019) eSports Schweiz 2019. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-5522.
- Rüeger, B. et al. (2018) Swiss Marketing Leadership Studie 2018 : Geschwindigkeit vs. Beständigkeit. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2787.
- Hüttermann, M. et al. (2017) Swiss Marketing Leadership Studie 2017 : Emotionen in einer digitalisierten Welt. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-20097.
- Bissig, P. and Hüttermann, M. (2016) 'Status Quo, aktuelle Trends und Erfolgsfaktoren im Kundenbeziehungsmanagement', topsoft Magazin, 6(1), pp. 14–17. Available at: https://issuu.com/topsoft/docs/tsm16-1_web.
- Hannich, F. et al. (2016) Swiss Marketing Leadership Studie 2016 : digitale Transformation im Marketing. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-3391.
- Hannich, F. et al. (2015) Swiss Marketing Leadership Studie 2015 : Status Quo und Trends in Schweizer Unternehmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-5027.
- Hannich, F. and Hüttermann, M. (2015) 'Kundenbegeisterung durch Mitarbeiterzufriedenheit', Contact Management Magazine, 2015(1), pp. 34–35.
- Hüttermann, M., Rüeger, B. and Hannich, F. (2015) 'Marketing ist Führungsaufgabe', Contact Management Magazine, 2015(3), p. 44.
- Hüttermann, M., Hannich, F. and Müller, S. (2015) 'Zufriedene Kunden im Fokus', Handelszeitung, 2015(35), p. 59.
- Hannich, F. et al. (2014) Swiss CRM 2014: Einsatz und Trends in Schweizer Unternehmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-963.
Oral conference contributions and abstracts
- Hüttermann, M. (2019) 'Exploring the behavioral relationships of fan engagement', in The world voice of sport management : book of abstracts. Lithuanian sports university.
- Hüttermann, M. (2019) 'Measuring and understanding fan engagement in team sports', in 15th Asian Association for Sport Management Conference (AASM), Tokyo, 7-9 August 2019.
- Hüttermann, M., Thimm, T. and Hannich, F. (2019) 'Directing tourist flow : an analysis of (Visitor) flows and implications for an application', in Travel and Tourism Research Association Europe 2019 (TTRA), Bournemouth, United Kingdom, 7-10 April 2019.
- Hüttermann, M. and Kunkel, T. (2019) 'The influence of non-transactional engagement behavior on merchandise consumption', in Book of abstracts for the 27th European sport management conference. EASM. Available at: https://www.easm.net/wp-content/uploads/2021/10/BookOfAbstract_EASM2019.pdf.
- Hüttermann, M. and Nesina, S. (2019) 'Fan engagement in team sports : what role do the individual players play?', in 17th Annual Sport Marketing Association (SMA) Conference, Chicago, 5-8 November 2019.
- Hüttermann, M. and Kunkel, T. (2019) 'The critical role of gender when examining transactional and non-transactional fan engagement', in 17th Annual Sport Marketing Association (SMA) Conference, Chicago, 5-8 November 2019.
- Hüttermann, M., Hannich, F. and Haarmann, J. (2017) 'PredTour – predicting tourism movements : Analyse und Vorhersage von Besucherströmen in der Grenzregion Bodensee', in Jahrestagung der Deutschen Gesellschaft für Tourismuswissenschaft (DGT), Insel Mainau, Deutschland, 9.-11. November 2017.
- Hüttermann, M. (2017) 'Dimensionen von Customer Engagement im Sport : Ergebnisse einer qualitativen Analyse', in 7. Innsbrucker Sportökonomie- und Management Symposium, Innsbruck, Österreich, 16. März 2017.
- Hüttermann, M., Uhrich, S. and Königstorfer, J. (2017) 'Fan engagement value in team sport : service-dominant logic informed dimensions', in 25th European Association for Sport Management Conference (EASM), Bern, 5-8 September 2017. Available at: https://www.easm2017.com/documents/EASM2017_BookofAbstracts.pdf.