People - 01.02.2019 - 00:00 

Appointment: Christian Hildebrand

Prof. Dr. Christian Hildebrand has been Full Professor for Marketing since 1 February 2019. He works at the interface between marketing and computer science.
Source: HSG Newsroom

1 February 2019. Born on 11 February 1984, Prof. Dr. Christian Hildebrand is a German citizen.

Dr. Hildebrand completed his degree course in Economics and Business with a focus on Quantitative Methodology at the University of Trier in 2009. He then finished his doctorate at the University of St.Gallen in 2012. The title of his doctoral thesis is "Social Dynamics Oscillating Between The Real and Virtual World: Predicting Consumer Choices and Company Profitability from Field Experiments and Computational Simulation Models". From 2012 to 2015 he was a post-doctoral fellow and project manager at the University of St.Gallen. In 2015 he received a tenured assistant professorship in marketing analytics at the University of Geneva, where he has been a tenured Associate Professor for Marketing Analytics since 2017.

Research: interface between marketing and computer science

Dr. Christian Hildebrand researches the decision-making behaviour of consumers at the interface between marketing research and computer science. The focus of his research is the topical question of how new technologies are changing the lives of people in general and of consumers in particular. In theoretical terms, he combines approaches in the field of human-computer interaction with classical theories on human decision-making behaviour.

Methods: combination of social sciences and machine learning

Of particular note is his methodical approach, in which he combines classical methods from social sciences (e.g. laboratory and field experiments) with machine learning methods (e.g. processes from the field of cognitive computing for face and emotion recognition, machine learning based on large text data or automated bot systems in the service industry). Dr. Hildebrand’s research findings are regularly published in FT 50 journals, including Information Systems Research, the Journal of Management Information Systems, the Journal of Marketing Research, the Journal of the Academy of Marketing, Marketing Letters and the Harvard Business Review. His research work was awarded the “Rigor & Relevance Award” of the "Swiss Academy of Marketing Science" in 2015.

Teaching: many years of experience at all levels

Despite his youth, Dr. Christian Hildebrand has many years of experience as a lecturer. He teaches both foundation courses on "Quantitative Marketing" as well as special courses in "Web Data & Digital Analytics" and "Business Analytics Strategy". In addition, he teaches in executive education programmes at several universities in Switzerland and abroad. He has been among the regular teaching staff of the GSERM for many years and teaches courses on applied statistics and exploratory data analysis.