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Dr. Michael Klaas

Dr. Michael Klaas

Dr. Michael Klaas

ZHAW School of Management and Law
Centre of Digital Marketing & Marketing Technology
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 66 07
michael.klaas@zhaw.ch

Work at ZHAW

Management role

  • Programme Director, MAS Digital Marketing + CAS Digital Marketing + CAS Digital Reputation Management
  • Head of Research/Focus Area, Marketing AI Research Lab
  • Head, Head of digital marketing

Position at the ZHAW

Head of digital marketing
Senior lecturer for marketing and digital marketing
Head of MAS Digital Marketing
Member of the Ethics Committee of the School of Management and Law

www.zhaw.ch/de/sml/institute-zentren/imm/ueber-uns/fachstellen/digital-marketing/

Professional development teaching

CAS Industry 4.0 – from idea to implementation

Education and Continuing education

Expertise and research interests

Digital marketing
Social Media
Marketing AI and Marketing-Automation
Chatbots
Service Design
Design Thinking
Customer Experience Management
Persona design

Professional milestones

- Head of New Media (5 years), Hilti Corporation Schaan, Liechtenstein
- Project and research manager (3 years), University of St. Gallen, Sankt Gallen, Switzerland
- SAP Senior Business Consultant (5 years), SAP AG, Walldorf, Germany
- Junior Strategy Consultant, ITMC GmbH, Essen, Germany

Educational background

2007-2010 Project and Research Director at the Institute for Information Systems (IWI) at the University of St. Gallen (HSG) with focus on CRM, Design Thinking and Customer Experience Management
1999-2002 PhD at the University of Duisburg-Essen in the field of information management on the topic: Derivation of influencing factors as a basis for the development of technology scenarios within the framework of the forecasting phase of technology management for the period 2005 - 2010
1994-1999 Diploma in Business Administration at the Bergakademie TU Freiberg, Germany (focus: Information Management, Business English and Controlling)

Membership of networks

Mini Track Chair at Hawaii International Conference on System Sciences (HICSS)

Projects

Publications

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

Publications before appointment at the ZHAW

Artikel (wissenschaftliche Zeitschrift)

Zarnekow, Ruediger ; Brenner, Walter ; Klaas, Michael: Virtual Purchasing - Einsatz des Internet im Einkauf. In: ASU BJU News (2000), Nr. Nr. 10, S. 30-31.

Dissertation

Klaas, Michael: Ableitung von Einflussfaktoren als Grundlage für die Entwicklung von Technologieszenarien im Rahmen der Prognosephase des Technologiemanagements für den Zeitraum 2005 - 2010, UniSG, Thesis : Universität Duisburg Essen, 2003.

Konferenzpapier

Schindlholzer, Bernhard ; Gysi, Lukas ; Klaas, Michael ; Brenner, Walter: A Maturity Model for the Internationalization of Customer Care in the Automotive Industry. In: Proceesings of the European and Mediterranean Conference on Information Systems, 2009. - European and Mediterranean Conference on Information Systems.

Nguyen, HanhQuyen ; Klaas, Michael ; Köster, Friedrich ; Braendle, Markus ; Obermeier, Sebastian ; Brenner, Walter: Tool Support for achieving qualitative Security Assessments of Critical Infrastructures. In: International Conference on Security and Cryptography (SECRYPT). - SECRYPT. - Milan, Italy.

Köster, Friedrich ; Klaas, Michael ; Nguyen, HanhQuyen ; Braendle, Markus ; Obermeier, Sebastian ; Brenner, Walter ; Naedele, Martin: Information Security Assessments for Embedded Systems Development: An Evaluation of methods. In: 8th Annual Security Conference. - Las Vegas, NV, USA.

Köster, Friedrich ; Klaas, Michael ; Nguyen, HanhQuyen ; Braendle, Markus ; Naedele, Martin ; Brenner, Walter: ESSAM: A Method for Security Assessments by Embedded Systems Manufacturers. In: The 3rd International Workshop on Critical Information Infrastructures Security. - Frascati (Rome), Italy.

Köster, Friedrich ; Klaas, Michael ; Nguyen, HanhQuyen ; Braendle, Markus ; Obermeier, Sebastian ; Brenner, Walter: Collaboration in Security Assessments for Critical Infrastructures. In: The 4th CRIS Conference on Critical Infrastructure. - Linköping, Sweden.

Köster, Friedrich ; Klaas, Michael ; Nguyen, HanhQuyen ; Braendle, Markus ; Obermeier, Sebastian ; Brenner, Walter: Collaborative Security Assessments in Embedded Systems Development. In: International Conference on Security and Cryptography (SECRYPT). - SECRYPT. - Milan, Italy.

Other publications

Bücher

Klaas, Michael; Suvada, Adrienne: Digitales Marketing für Marketing- und Verkaufsverantwortliche - Kompetenzorientiertes Wissen mit Praxisbeispielen, Repetitionsfragen und Antworten, Compendio Bildungsmedien, 1. Auflage 2018