Dr. Marcel Hüttermann

Personal profile

Management role

Programme Director, Master of Advanced Studies in Customer Management

Position at the ZHAW

Lecturer at the Institute for Marketing Management (IMM) in the area of Customer Engagement and Marketing Technology as well as an expert for sports marketing

www.zhaw.ch/de/sml/institute-zentren/imm/ueber-uns/marketing-management-labs/martech-lab/

Expertise and research interests

Marketing Technology, Fan Engagement, Esports

Educational background

Doctor of Business Administration
Technical University of Munich

MA
Business Administration and Cultural, Leisure and Sport Management
RWH Künzelsau

Professional milestones

CRM, FC St. Pauli von 1910 e.V., Hamburg
Marketing & Sponsoring, easy sports Freizeitanlagen, Reutlingen
Marketing, Sponsoring & Events, SV Stuttgarter Kickers, Stuttgart
Customer Service, ERIMA, Reutlingen
Sportmarketing, NIKE AGSS, Frankfurt a.M.

Membership of networks

• LinkedIn
• ResearchGate
• Google Scholar

Projects

• Automated Consulting / Project leader / Project completed
• Markenimage Securitas AG / Project leader / Project completed
• eSports Switzerland 2021 / Project leader / Project completed
• Data-driven Marketing / Deputy project leader / Project completed
• Evaluation Spielklassenstruktur für Schweizerischen Fussballverband / Project leader / Project completed
• Wertschöpfung und Digitalisierung in der Freizeitwirtschaft / Project leader / Project completed
• Leistungsdaten entsprechend dem Kundenbedürfnis visualisieren / Project leader / Project completed
• eSports Schweiz 2019 / Project leader / Project completed
• Markenimage FC Zürich / Project leader / Project completed

Publications

• Hüttermann, Marcel; Pizzo, Anthony D.,

  2022.

  Esports fan engagement : a comparison of PC and console esports team fans.

  Frontiers in Sports and Active Living.

  4(880294).

  Available from: https://doi.org/10.3389/fspor.2022.880294

• Hüttermann, Marcel; Kunkel, Thilo,

  2022.

  The influence of non-transactional fan engagement on merchandise consumption.

  Sport Marketing Quarterly.

  2022(31), pp. 48-61.

  Available from: https://doi.org/10.32731/SMQ.311.0322.04

• Hüttermann, Marcel; Haefliger, Fabian; Stallone, Valerio,

  2021.

  Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay.

  Frontiers in Sports and Active Living.

  Available from: https://doi.org/10.3389/fspor.2021.722043

• Hüttermann, Marcel; Trail, Galen T.; Pizzo, Anthony D.; Stallone, Valerio,

  2020.

  Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors.

  Journal of Global Sport Management.

  Available from: https://doi.org/10.1080/24704067.2020.1846906

• Hüttermann, Marcel; Uhrich, Sebastian; Königstorfer, Jörg,

  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.

  Available from: https://doi.org/10.1080/24704067.2019.1576143

• Hüttermann, Marcel; Thimm, Tatjana; Hannich, Frank; Bild, Christine,

  2019.

  Requirements for future digital visitor flow management.

  Journal of Tourism Futures.

  5(3), pp. 241-258.

  Available from: https://doi.org/10.1108/JTF-03-2019-0023

• Ströbel, Tim; Hüttermann, Marcel; Hannich, Frank; Nagel, Siegfried,

  2018.

  Die Inszenierung von Markenerlebnissen im Sport : eine Fallstudienanalyse der Vereinsmarke FC St. Pauli.

  Marketing Review St. Gallen.

  35(5), pp. 86-89.

• Hüttermann, Marcel; Bearth, Angela; Hannich, Frank,

  2018.

  Sportsponsoring als Employer-Branding-Tool.

  Marketing Review St. Gallen.

  35(6), pp. 76-83.

• Hüttermann, Marcel,

  2021.

  Fan engagement in professional team sports.

  Technische Universität München.

  Available from: http://mediatum.ub.tum.de/?id=1609945

• Hannich, Frank; Hüttermann, Marcel,

  2020.

  Trigger-based Marketing : Tiki-Taka im digitalen Kundenbeziehungsmanagement

  .

  In:

  Stadelmann, Martin; Pufahl, Mario; Laux, David D., eds.,

  CRM goes digital : Digitale Kundenschnittstellen in Marketing, Vertrieb und Service exzellent gestalten und nutzen.

  Wiesbaden:

  Springer.

  pp. 267-279.

  Edition Sales Excellence.

  Available from: https://doi.org/10.1007/978-3-658-27016-2_19

• Hannich, Frank; Hüttermann, Marcel,

  2018.

  Kundenbeziehungen emotionalisieren

  .

  In:

  Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, eds.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  pp. 47-63.

• Hannich, Frank; Kaya, Tania; Hüttermann, Marcel,

  2021.

  A customer-centric search for triggers as a basis for marketing automation service design [paper].

  In:

  West, Shaun; Meierhofer, Jürg; Ganz, Christoph, eds.,

  Smart services summit : digital as an enabler for smart service business development.

  Third Smart Services Summit 2020, Zurich (online), 23 October - 23 December 2020.

  Cham:

  Springer.

  pp. 85-93.

  Progress in IS.

  Available from: https://doi.org/10.1007/978-3-030-72090-2_8

• Bissig, Patrick; Hüttermann, Marcel; Hannich, Frank; Hari, Jürg J.,

  2016.

  Brand analysis in sports using repertory grid technique : Grasshopper Club Zurich as a case study [paper].

  In:

  24th European Association for Sport Management Conference (EASM), Warsaw, Poland, 7-10 September 2016.

• Seiler, Roger; Hüttermann, Marcel,

  2015.

  E-Health, fitness trackers and wearables : use among Swiss students [paper].

  In:

  ABSRC Advances in Business-Related Scientific Research Conference, Venice, Italy, 25-27 March 2015.

  GEA College.

  pp. 1-12.

• Hüttermann, Marcel,

  2021.

  eSports Schweiz 2021 : eine Studie des Instituts für Marketing Management unter der Leitung von Marcel Hüttermann.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-22296

• Hüttermann, Marcel,

  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.

  Available from: https://doi.org/10.21256/zhaw-22297

• Hüttermann, Marcel; Hannich, Frank; Labaronne, Leticia; Leuschen, Lara; Schäfer, Wolfgang; Wyss, Saskia,

  2021.

  Events Schweiz 2021.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-23954

• Hüttermann, Marcel; Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia; Bulatovic, Andjela; Strässner, Anna-Maria; Suvada, Adrienne,

  2021.

  Swiss MarTech Studie 2021.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-22593

• Hüttermann, Marcel,

  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.

  Available from: https://doi.org/10.21256/zhaw-18480

• Hüttermann, Marcel,

  2019.

  eSports Schweiz 2019.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-5522

• Rüeger, Brian; Hannich, Frank; Hüttermann, Marcel; Fuchs, Rainer; Suvada, Adrienne; Kübler, David Lucien; Barth, Linard; Heierli, Reto; Rozumowski, Anna; Kiarostami, Tania,

  2018.

  Swiss Marketing Leadership Studie 2018 : Geschwindigkeit vs. Beständigkeit.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2787

• Hüttermann, Marcel; Hannich, Frank; Fuchs, Rainer; Rüeger, Brian; Müller, Steffen; Kübler, David Lucien; Barth, Linard; Haarmann, Jens,

  2017.

  Swiss Marketing Leadership Studie 2017 : Emotionen in einer digitalisierten Welt.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-20097

• Bissig, Patrick; Hüttermann, Marcel,

  2016.

  Status Quo, aktuelle Trends und Erfolgsfaktoren im Kundenbeziehungsmanagement.

  Topsoft-Magazin.

  16(1), pp. 14-17.

  Available from: https://www.topsoft.ch/

• Hannich, Frank; Fuchs, Rainer; Rüeger, Brian; Hüttermann, Marcel; Klaas, Michael; Müller, Steffen; Rauch, Martina; Bissig, Patrick; Kübler, David Lucien,

  2016.

  Swiss Marketing Leadership Studie 2016 : digitale Transformation im Marketing.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-3391

• Hannich, Frank; Hüttermann, Marcel,

  2015.

  Kundenbegeisterung durch Mitarbeiterzufriedenheit.

  Contact Management Magazine.

  2015(1), pp. 34-35.

• Hüttermann, Marcel; Rüeger, Brian; Hannich, Frank,

  2015.

  Marketing ist Führungsaufgabe.

  Contact Management Magazine.

  2015(3), pp. 44.

• Hannich, Frank; Fuchs, Rainer; Rüeger, Brian; Hüttermann, Marcel; Forestier, Céline; Müller, Steffen; Vogt, Helen; Seiler, Roger; Kubli, Carolina; Kübler, David Lucien,

  2015.

  Swiss Marketing Leadership Studie 2015 : Status Quo und Trends in Schweizer Unternehmen.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-5027

• Hüttermann, Marcel; Hannich, Frank; Müller, Steffen,

  2015.

  Zufriedene Kunden im Fokus.

  Handelszeitung.

  2015(35), pp. 59.

• Hannich, Frank; Rüeger, Brian; Scherrer, Corinne; Gehring, Bettina; Seiler, Roger; Müller, Steffen; Hüttermann, Marcel; Kübler, David Lucien; Stadelmann, Martin,

  2014.

  Swiss CRM 2014: Einsatz und Trends in Schweizer Unternehmen.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-963

• Hüttermann, Marcel; Kunkel, Thilo,

  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, Marcel; Nesina, Sara,

  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, Marcel; Thimm, Tatjana; Hannich, Frank,

  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, Marcel,

  2019.

  Exploring the behavioral relationships of fan engagement.

  In:

  The world voice of sport management : book of abstracts.

  3rd WASM Conference 2019, Santiago de Chile, Chile, 16-19 October 2019.

  Lithuanian sports university.

• Hüttermann, Marcel,

  2019.

  Measuring and understanding fan engagement in team sports.

  In:

  15th Asian Association for Sport Management Conference (AASM), Tokyo, 7-9 August 2019.

• Hüttermann, Marcel; Kunkel, Thilo,

  2019.

  The influence of non-transactional engagement behavior on merchandise consumption.

  In:

  Book of abstracts for the 27th European sport management conference.

  27th European Sport Management Conference (EASM), Seville, Spain, 3-6 September 2019.

  EASM.

  Available from: https://easm2019.com/BOAEASM2019.pdf

• Hüttermann, Marcel,

  2017.

  Dimensionen von Customer Engagement im Sport : Ergebnisse einer qualitativen Analyse.

  In:

  7. Innsbrucker Sportökonomie- und Management Symposium, Innsbruck, Österreich, 16. März 2017.

• Hüttermann, Marcel; Uhrich, Sebastian; Königstorfer, Jörg,

  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 from: https://www.easm2017.com/documents/EASM2017_BookofAbstracts.pdf

• Hüttermann, Marcel; Hannich, Frank; Haarmann, Jens,

  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.

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