Christian Schulze is Associate Professor of Marketing at the Frankfurt School of Finance & Management. He was a visiting researcher at the University of Texas in Austin (2012) and at Boston University (2015). Prior to his career in academia, he was a business consultant with The Boston Consulting Group (BCG).
Christian is an expert on digital media and electronic commerce. His research and opinions have been featured in national and international press articles, such as by The Economist, BusinessWeek.com, Jyllands Postens, People's China Daily, Harvard Business Manager, Frankfurter Allgemeine Zeitung, WirtschaftsWoche Online or Manager Magazin Online. He is also a frequent guest on radio (Deutschlandfunk, hr, NDR, WDR) and TV programs (ARD, ZDF, SAT1, hr).
Christian’s interests as a researcher lie in the areas of digital marketing, the measurement and optimization of marketing performance, and customer management. His research has been published in the leading academic and practice journals, such as the Journal of Marketing and MIT Sloan Management Review. For his research, Christian received the prestigious early career award from the Erich Gutenberg Society, as well as awards by the German Direct Marketing Association, the Bueropa Foundation, and the German Stock Institute. The American Marketing Association nominated his articles “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation” and “Not All Fun and Games: Viral Marketing for Utilitarian Products“ as finalists for the Harold H. Maynard Award and the MSI/H. Paul Root Award.
He teaches elective courses on Marketing Strategy and Digital Marketing in Frankfurt School's Bachelor, Master, Ph.D., MBA and Executive programs. Christian also works as a trainer, invited speaker or conference host on select occasions.
Christian holds a Ph.D. in Business from Goethe University Frankfurt. He completed his graduate studies in Business and Information Systems at the Technical University Carolo-Wilhelmina in Braunschweig and at Babson College in Wellesley, MA (USA). He is a Fulbright fellow and a fellow of the German National Merit Foundation.
On the importance of continued executive education
As consumers’ media consumption habits change, so does firms’ ability to reach them. Reaching consumers through digital channels—“Digital Marketing”, as we call it—offers several advantages over traditional offline marketing. Learn more at
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