SRH Berlin University of Applied Sciences
To person overview
Professor

Prof. Dr. Claudia Bünte

Professor of Business Administration - Focus on Marketing

Office hours by appointment
E-Mail: claudia.buente@srh.de
Phone: +49 30 51 56 50 - 917
Study programmes

Meet me in the following study programmes

About me

About me

My team and I are focusing our research on AI in Marketing

– Prof. Dr. Claudia Bünte
Professor of Business Administration with focus on Marketing, Berlin School of Management, SRH Berlin University of Applied Sciences
Director for Consumer Insights, Planning & Strategy Europe + Director for Strategy and Planning for Germany, Denmark, Finland and Iceland, The Coca-Cola Company
Senior Global Vice President for Brand Strategy and Marketing Management brand Volkswagen, Volkswagen AG
Doctorate (Dr. phil.) at the Wilhelms University Münster

Topic: "The Brand Optimizer: An Integrated Model for Image Optimization of an Existing Brand Extension with Special Consideration of the Umbrella Brand using the Example of Nivea Beauté and Nivea"

Associate Principal Marketing and Sales, McKinsey & Company
International Brand Manager at Nivea Beauté, Beiersdorf AG,
Dipl.-Kommunikationswirtin, Social and Business Communication, University of the Arts Berlin
Excerpt

I have contributed to these publications

2021
Digitalisierung Made in China. Wie China mit KI und Co. Wirtschaft, Handel und Marketing transformiert. BoD, Hamburg"

2020
Die chinesische KI-Revolution; Konsumverhalten, Marketing und Handel: Wie China mit Künstlicher Intelligenz die Wirtschaftswelt verändert. Springer Gabler Verlag, Wiesbaden

2020
Beutin, N., Bünte, C., Kirchner, P., Vogler, O. (2020) Study: European Wholesale Study 2020 “Digital transformation in B2B – the role of AI and pricing automation”

2020
Bünte, C., Poths, L., Schubert, Till-Hendrik (2020): Künstliche Intelligenz und Ethik: Wen und warum diskriminiert KI eigentlich – und wie kann das verhindert werden?

2019
Bünte, C. (2019): Trendbuch KI – Ist das KI oder kann das weg?

2019
Bünte, C.: Studie Künstliche Intelligenz - Die Zukunft des Marketings.

2019
Bünte, C. in Kreativkundschafter: Wie entwickelt sich KI aktuell? Sind Ängste wie Job- und Kontrollverlust berechtigt?

2018
Bünte, C.: Künstliche Intelligenz - Die Zukunft des Marketing. Springer Gabler Verlag Wiesbaden.

2017
Bünte, C., Stürze, S., Vogler, O.: ‘I am not a brand, I am a wholesaler’: The forgotten role of brand in B2B supply chains. In: Journal of Brand Strategy, Volume 6 / Number 1, pp. 26–36.



Various interviews, articles, quotes i.a. in German business magazines, such as Horizont, W&V, absatzwirtschaft, Dmexco, FAZ Magazin

Keynote Speeches at the following conferences