Mag. Martina Bauer, PhD
Current Focus of Work and Research
Industries: Transport, Retail, Public Sector, Energy
Customer Experience (Customer Loyalty, Managing Customer Satisfaction)
Brand Experience (Measuring Advertising Effectiveness and Brand Controlling)
Education
PhD studies of Management, Innsbruck University
- Dissertation, “A Life-Course Perspective on Consumption and Self Changes”
Diploma studies of International Business Administration, Vienna University (+ studies at the University of New Orleans, USA)
- Diploma thesis, “Household Life Cycle and Lifestyles - An Extended Replication Study Based on German Socio-Economic Panel Data”
Work Experience
University Assistant at Innsbruck University (Institute of Strategic Management, Marketing, and Tourism)
Minor employment in Retail Network Planning with Shell Austria GmbH
Internship in Communications with Borealis Polyolefine GmbH
Publications and Lectures
Selected publications:
Bauer, Martina; Hölbling, Andreas (2013): Hilti Austria – Pricing on the B2B Market; in: Wagner, Udo, Heribert Reisinger, and Christopher Schwand (Eds.): Fallstudien aus der österreichischen Marketingpraxis (Case Studies from Marketing Practice in Austria), Volume 6, pp. 1-11, Facultas/WUV, Vienna.
Bauer, Martina; Auer-Srnka, Katharina (2012): The Life Cycle Concept in Marketing Research, Journal of Historical Research in Marketing, Vol. 4 (1), pp. 68-96.
Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2011): My little luxury - A consumer-centered experiential view. Marketing Journal of Research and Management, Vol. 33 (1), pp. 57-68.
Talks (university courses):
Market Research
Marketing Strategy (Communication, Pricing)
Social Skills and Additional Qualifications
Languages: English, Spanish, French
IT-Skills: MS Office, SPSS, ATLAS.ti
Seminars on project management and presentation skills.