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
  • Head, Head of integrated communications

Position at the ZHAW

Senior lecturer for marketing and digital marketing

https://www.zhaw.ch/de/sml/institute-zentren/imm/

Professional development teaching

Expertise and research interests

Digital marketing
Social Media
Marketing AI and Marketing Bots
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

Membership of networks

Publications

Peer-reviewed articles/chapters

; ().

Augmented and virtual reality the new silver bullet of marketing?

: -an overview of applications with the AIDA model.

The WEI International Academic Conference Proceedings April 11-15, 2016 in Vienna, Austria 119-127. Peer reviewed.

().

Worüber entscheidet die Führung eines Unternehmens?

.

In: Andreas Lucco; Brian Rüeger; Rudolf Ergenzinger; Jean-Paul Thommen (Hg.). Marketing Grundlagen - Konzepte, Instrumente und Aufgaben. (S. 57-76). (3. überarb. erw. Aufl.) Zürich: Versus Verlag. Peer reviewed.

Non-peer-reviewed articles/chapters

; ; ; ; ; ; ; ; ().

Swiss Marketing Leadership Studie 2016

: Digitale Transformation im Marketing.

ZHAW School of Management and Law

; ().

Social Media Manager

: Markenbotschafter im Internet.

In: Steffen Müller (Hg.). Jobprofile im Marketing (SML Essentials, No.4). (S. 59-67). Zürich: VDF Verlag.

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.