Prof. Dr. Sebastian OetzelVice Dean

+49 661 9640-2894
+49 661 9640-252
sebastian.oetzel(at)w.hs-fulda.de

General Business Administration, especially Marketing

Fulda University of Applied Sciences
Building 34, Room 306
Leipziger Straße 123
36037 Fulda

Consultation hours: See eFBW

CV

Academic career

  • Since 02/2025: Deputy spokesperson for the Fulda Centre for Business Management and Entrepreneurship (FU³)
  • 2025: Visiting lecturer at the Polytechnic Institute of Setubal, Portugal (ERASMUS)
  • 2024: Visiting lecturer at the Epoka-University in Tirana, Albania (ERASMUS)
  • Since 9/2023: Vice Dean of the Department of Business, Fulda University of Applied Sciences
  • 2022: Visiting lecturer at the German Jordanian University (GJU, Jordan) (ERASMUS)
  • since 11/2018: Professor of General Business Administration, especially Marketing
  • 2012: Doctorate (Dr. rer. pol.), title of doctorate: "Price differentiation strategies in the consumer goods and telecommunications industry".
  • 2008 - 2012: Research assistant at the Chair of Consumer Goods Marketing, Prof. Dr. Daniel Klapper, Goethe University Frankfurt am Main
  • 2007 - 2010: Study of "Quantitative Economics" (Master of Science) at the Goethe University Frankfurt am Main, specialising in "Quantitative Marketing", "Advanced Microeconomics", "Advanced Econometrics" and "Mathematical Methods".
  • 2002 - 2007: Studies of Business Administration (Diploma) at the Goethe University Frankfurt am Main, majoring in "Marketing", "Management and Applied Microeconomics" and "Econometrics".

Professional career

  • 2013 - 2018: gps dataservice GmbH, Head of Data Science
  • 2012 - 2013: Freelance consultant in the field of retail analytics

Teaching Areas

  • Marketing Management
  • Market Research (Marketing Analytics)
  • Applied Marketing
  • Statistics

Areas of Research

  • Marketing analytics (applied econometrics, machine learning, text mining)
  • AI in synthetic market research
  • Automated analysis of user-generated content (customer reviews)
  • Promotion optimisation (secondary placements, decision support systems based on scanner and customer card data)
  • Behavioural science analysis of purchasing decisions
  • Choice-based conjoint analysis 

Media

Publications

Books

Articles in scientific journals

  • Oetzel, Sebastian / Graf, Denise (2023): Fragen oder Zuhören? Ein Vergleich von Kundenbefragungen und User Generated Content, PraxisWISSEN Marketing: German Journal of Marketing, S. 91-107.
  • Skiera, Bernd / Schlereth, Christian / Oetzel, Sebastian (2020): Pricing Metrics and the Impact of Minimum and Billing Increments, Journal of Service Research, 23.
  • Oetzel, Sebastian (2013): Accounting for consumer heterogeneity in choice-based conjoint analysis using hierarchical Bayesian methods, Wirtschaftswissenschaftliches Studium, 9.
  • Klapper, Daniel / Oetzel, Sebastian (2011): Optimal Pricing Strategy for Quantity Discount Promotions, Marketing. Zeitschrift für Forschung und Praxis ZFP, 33.
  • Skiera, Bernd / Oetzel, Sebastian (2010): Clocking tariffs for services, Schmalenbach's Journal of Business Research zfbf, 62, pp. 860-882.

Contributions to academic journals and books for study and research

  • Betz, Robin / Luppold, Andreas / Oetzel, Sebastian: Fallstudie: Meat-Snack Shopping: Project Perfect Shelf, in: Kotler, P. / Keller, K. L. / Opresnik, M. O.. Marketing-Management: Konzepte-Instrumente-Unternehmensfallstudien, 16. Aufl., Pearson, 2023. 
  • Betz, Robin / Luppold, Andreas / Oetzel, Sebastian: Fallstudie: Meat-Snack Shopping: Project Perfect Shelf, in: Hollensen, S. und Opresnik, M. O., Marketing: Grundlagen und Praxis. Ein managementorientierter Ansatz, 5. Aufl., Opresnik Management Consulting, Lübeck, 2023. 
  • Betz, Robin / Luppold, Andreas / Oetzel, Sebastian: Case study: Meat-Snack Shopping: Project Perfect Shelf, in: Hollensen, S. und Opresnik, M. O., Marketing: Principles and Practice: A management-oriented approach (English Edition), Opresnik Management Consulting, Lübeck, 2023.
  • Oetzel, Sebastian / Klapper, Daniel (2013): Segmentation, target market identification and positioning. Part 1: Tasks, Economic Studies, 3rd ed.
  • Oetzel, Sebastian / Klapper, Daniel (2013): Segmentation, target market definition and positioning. Part 2: Solutions, Wirtschaftswissenschaftliches Studium, 4th ed.
  • Oetzel, Sebastian (2013): Application of choice-based conjoint analysis using hierarchical Bayesian methods. Part 1: Tasks, Wirtschaftswissenschaftliches Studium, 9.
  • Oetzel, Sebastian (2013): Application of choice-based conjoint analysis using hierarchical Bayesian methods. Part 2: Solutions, Wirtschaftswissenschaftliches Studium, 10.

Management-oriented publications

  • Oetzel, Sebastian / Graf, Denise (2023): Hör auf die Kundenstimme. Ist User Generated Content zur Analyse der Kundenzufriedenheit geeignet? planung&analyse, 4/23.
  • Oetzel, Sebastian / Schlereth, Christian / Skiera, Bernd (2021): Clocking as a central component of price metrics in digital services. Schmalenbach IMPULSE, 1(1).
  • Oetzel, Sebastian / Luppold, Andreas (2020): Is AI really becoming a game changer? Which paths does market research take for retail? A Qual/Quant study exclusively for planung&analyse. planung&analyse, 1/20.
  • Oetzel, Sebastian / Luppold, Andreas (2019): Decoy for the customer. Portfolio optimisation using the decoy effect at the shelf. planung&analyse, 4/19.
  • Oetzel, Sebastian / Luppold, Andreas (2017): Exploiting potential properly: optimising secondary placements at the POS can increase sales. planung&analyse, 6/17.
  • Oetzel, Sebastian / Luppold, Andreas (2016): "Best of Both Worlds" in shopper segmentation - understanding needs and buying behaviour. planung&analyse, 6/16.
  • Oetzel, Sebastian (2015): Segmentation, target market determination and positioning with conjoint analysis. planung&analyse, 2/15.
  • Oetzel, Sebastian / Luppold, Andreas (2015): Der sichererste Weg ins Regal führt über das Regal - Ein Pleoyer für den Controlled Store Test. planung&analyse, 1/15.
  • Oetzel, Sebastian / Länge, Stephan / Luppold, Andreas (2014): With customer card data to shopper insights. Deriving optimal marketing measures through data analysis. planung&analyse. Special issue LZ.

Talks

Contributions at scientific conferences

  • Oetzel, Sebastian (2026). How price sensitive is AI? Quantifying the synthetic bias in willingness-to-pay estimation. IGNITE Talk, Goethe University Frankfurt.
  • Oetzel, Sebastian, & Rosenberger III, Philip J. (2026). What customers say—when asked and unasked: Survey vs. online reviews as drivers of customer satisfaction in grocery retail. Marketing Analytics Symposium (MASS), Sydney, Australia.
  • Oetzel, Sebastian, & Maiberger, Tobias (2026). How price sensitive is AI? Quantifying the synthetic bias in willingness-to-pay estimation. AMA Winter Academic Conference, Madrid, Spain.
  • Maiberger, Tobias, & Oetzel, Sebastian (2026). When reassurance backfires: The paradox of inflation messaging in retail. AMA Winter Academic Conference, Madrid, Spain.
  • Oetzel, Sebastian / Sachse, Mareike / Klapper, Daniel (2023): I’ll Try That, Too –The Effect of Variety On Choice. 2023 AMS Annual Conference, New Orleans, US.
  • Oetzel, Sebastian / Sachse, Mareike / Klapper, Daniel (2022): A Field Experiment in Retailing on the Effect of Variety During Display Promotions. EMAC 2022 Annual Conference, Budapest, Hungary.
  • Oetzel, Sebastian / Sachse, Mareike / Klapper, Daniel (2021): I'll Try That, Too -The Effect of Variety On Choice. Data Science, Statistics & Visualisation (DSSV) and European Conference on Data Analysis (ECDA), Erasmus University Rotterdam (Online), The Netherlands.
  • Oetzel, Sebastian / Sachse, Mareike / Klapper, Daniel (2021): I'll Try That, Too -The Effect of Variety On Choice. 43rd INFORMS Marketing Science Conference, Rochester (Online), USA.
  • Oetzel, Sebastian / Crummenauer, Anja (2017): Try - Track - Turn. The optimisation of secondary placements at the POS, ECR live! 2017 - Category Management & Shopper Marketing, Leipzig.
  • Skiera, Bernd / Oetzel, Sebastian / Schlereth, Christian (2015): Investigating Hidden Profits through Minimum and Billing Increments, part of Special Interest Group: Price setting strategies and price fairness in service industries, in: Proceedings of the 45th Conference of the European Marketing Academy, Leuven, Belgium.
  • Klapper, Daniel / Oetzel, Sebastian (2012): Can Retailer Minimize Loss and Maximize Perceived Gain?, Handelsforschungstagung, Göttingen.
  • Oetzel, Sebastian / Klapper, Daniel (2011): Determinants of Perceived Loss and Gain: A Cross-Category Analysis, 33nd INFORMS Marketing Science Conference, Houston, USA.
  • Oetzel, Sebastian / Klapper, Daniel (2010): Optimal Pricing Strategy for Quantity Discount Promotions, Handelsforschungstagung, Berlin.
  • Oetzel, Sebastian / Klapper, Daniel (2010): Optimal Pricing Strategy for Quantity Discount Promotions, 32nd INFORMS Marketing Science Conference, Cologne.

Lectures at practice-oriented events

  • Oetzel, Sebastian / Luppold, Andreas (2026). 33 Phenomena of Consumer Decision-Making—and What They Mean for the Future of POS Marketing. Live webcast. https://youtu.be/Aw4CcPDxXF0
  • Oetzel, Sebastian / Luppold, Andreas (2026). 33 Phänomene der Kaufentscheidung: Speed-dating mit Phänomenen. Invited lecture at the Cash Impuls Dialogforum, Vienna, Austria.
  • Oetzel, Sebastian / Luppold, Andreas (2025). 33 Phänomene der Kaufentscheidung: Das Quiz. Invited lecture at the Marketing Club Ruhr, Germany.
  • Oetzel, Sebastian (2024). 33 Phänomene der Kaufentscheidung: Kundenerlebnisse entlang der Shopper Journey. Invited lecture at the 7. Fuldaer Marketingtag, Fulda, Germany (8. November 2024).
  • Oetzel, Sebastian / Luppold, Andreas (2024). 33 Phänomene der Kaufentscheidung: Speed-dating mit Phänomenen. Invited lecture at the Marketing Club Frankfurt, Germany.
  • Oetzel, Sebastian / Crummenauer, Anja (2017): Try - Track - Turn. Die Optimierung von Zweitplatzierungen am POS, ECR live! 2017 - Category Management & Shopper Marketing, Leipzig.

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