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Dr. Marcel Hüttermann

Dr. Marcel Hüttermann

Dr. Marcel Hüttermann

ZHAW School of Management and Law
Fachstelle Strategisches Kundenbeziehungsmanagement
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 76 98

Personal profile

Management role

Programme Director, Master of Advanced Studies in Customer Relationship 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

Professional development teaching

MAS Customer Relationship Management

Expertise and research interests

Customer Management, Marketing Technology, Fan Engagement, Esports

Educational background

Doctor of Business Administration
Technical University of Munich

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



Articles in scientific journal, peer-reviewed
Book parts, peer-reviewed
Conference contributions, peer-reviewed
Other publications
Oral conference contributions and abstracts

Other contributions

Hüttermann, M. P. (2021). Fan engagement in professional team sports [Doctoral dissertation, Technical University of Munich]. mediaTUM.

Huettermann, M., Kunkel, T. (forthcoming): The Influence Of Non-Transactional Fan Engagement On Merchandise Consumption, Sport Marketing Quarterly