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Welcome to the Digital Transformation and Value Creation Research Initiative

We are the digital transformation research initiative at the University of Cologne.

Our interdisciplinary team consists of researchers from the marketing, information systems, psychology, and economics areas. Together we seek to advance knowledge about the digital transformation of businesses and society.

Students can find our teaching offerings on digital topics here.

We invite you to browse our site, send us an Email, or follow us on Twitter..

Best whishes,


Prof. Dr. Werner Reinartz


Prof. Marchand at WDR Lokalzeit

Prof. Marchand gave a short interview for WDR Lokalzeit about influencer marketing and the importance of authenticity. Please click here to be redirected to the WDR media library

New publication in the IJRM by Prof. Marchand and Asst.Prof. Fritze

Hooks vs. hope: How to enhance customer engagement through gamification. Klick here for more information about the article and a link to download it. 

Student Assistants wanted (SHK/WHB)

Prof. Marchand (Marketing & Digital Environment) is searching for student assistants. Klick here for more information on the position and the application.

Guest Lecture by Christian Reuschenbach about the marketing strategy at Klosterfrau 

Within the course Principles of Marketing we are looking forward to welcoming Christian Reuschenbach in our lecture and are anticipating his talk about Klosterfrau's marketing strategy. The guest lecture will take place on Wednesday, April 17th starting at 2:00 p.m. in Hörsaal XVIII. If you are interested in the marketing principles of Klosterfrau but not attending the course Principles of Marketing, you are more than welcome to join the guest lecture.

Vacancy as Research Assistant at the Department of Marketing and Digital Environment

Prof. Marchand (Marketing and Digital Environment) is searching for a research assistant, as from September first 2019. Application deadline is April 20th. For more information please see: https://www.stellenwerk-koeln.de/sites/default/files/pdf/university/wiss1902-12_prof.marchand_wiso.pdf

Diana zur Löwen about the Creation of Social Media Content - Guest Lecture

Within the course Marketing of Digital Innovations we are awaiting Diana zur Löwen to give an interesting talk on the creation of content on Social Media. She will give practical insights and demonstrate important aspects for a successful Social Media Marketing. The guest lecture will take place on Wednesday, January 30th from 4:00 to 5:30 p.m. in Aula 2 (main building). Everyone interested in this topic is welcome to attend the guest lecture.


Guest lecture by Dr. Philipp Marchand (Vossius & Partner) about patents

We are looking forward to the first guest lecture within this year’s course of Marketing of Digital Innovations. Dr. Philipp Marchand, patent attorney at Vossius & Partner, will discuss the significance of patents and protection of digital innovations from an European perspective. It will take place on Wednesday, December 19th from 2:00 to 3:30 p.m. in Aula 2 (main building). If you are interested in this topic but not attending the Marketing and Digital Innovations course, you are also welcome to attend.


Prof. Marchand discusses the digital future of education at ZEIT Science Camp

A key statement of this discussion was that simply memorizing lecture content will no longer be sufficient in times of machine learning. Instead, today’s business environment requires learning as a means to consider novel trends and directions (e.g., impact of digitalization on innovation and marketing including artificial intelligence). Students should thus be encouraged to think in rational ways so that they can apply their obtained knowledge in other, unfamiliar situations. Furthermore, electronic exams should not simply be a digitized version of former paper and pencil exams but extensions with new types of tasks including complex big data analytics, which cannot be solved with pocket calculators anymore.
More information about the ZEIT Science Camp can be found here: https://verlag.zeit.de/veranstaltungen/ausblick/zeit-veranstaltungen/sciencecamp/


"Schlechte Lehre ist verschleuderter Lebenszeit" - Prof. Jörn Grahl im Interview mit dem Kölner Universitätsmagazin

Prof. Jörn Grahl, Universitätspreisträger in der Kategorie Lehre & Studium, steht dem Kölner Universitätsmagazin Rede und Antwort über gute und schlechte Lehre. Das Interview kann hier nachgelesen werden