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Dr. Michael Klaas

Dr. Michael Klaas

Dr. Michael Klaas
ZHAW School of Management and Law
Stadthausstrasse 14
8400 Winterthur

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

Personal profile

Management role

  • Programme Director, CAS Digital Marketing, CAS Marketing Analytics, CAS Advanced Digital Analytics
  • 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

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

Professional development teaching

Expertise and research interests

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

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)

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

Membership of networks

Publications

  • Klaas, Michael; ;

    2018.

    Digitales Marketing

    .

    In:

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

    Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

    Stuttgart:

    Schäffer-Poeschel.

    S. 67-86.

  • ; ; ; Klaas, Michael,

    2015.

    Jobprofile im Marketing

    .

    1. Auflage.

    Zürich:

    vdf Hochschulverlag.

    SML essentials ; 4.

    ISBN 978-3-7281-3701-2.

Peer-reviewed articles/chapters

Non-peer-reviewed articles/chapters

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

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.