Wolfgang Schäfer
PhD
Lecturer
Centre for Business Administration (ZBW), Department of Entrepreneurial Management
Phone
+41 81 286 37 85
Subjects
genAI - generative Artificial Intelligence , social media, Sharing Economy, Service Innovation, Service Design , Open Science (Open Data, Open Source), public and private broadcasting, network development of start-ups, Natural Language Processing, multimedia, Mixed Reality, migration, market research and guest surveys, marketing & communication, brand management, Social Network Analysis, start-up, Start-up coaching, Large Language Models, Online Marketing, Metaverse, Research methods, Data survey, advertising, web technology (HTML, CSS, Javascript, PHP, MySQL etc.), Web technologies, Visual culture and communication, Virtual Reality, tourism marketing, Tourism 4.0, strategic management, strategy development, management methodology, Machine Learning, Teaching / further education, Deep learning, Data Analytics, Data Science, Data Science, Natural Language Processing, Customer Experience, crowdfunding, Consumer behavior / travel behavior, Business plan in tourism / hotel industry, business plan, Big data ethics, Big Data, questionnaires (surveys), augmented reality, Service marketing, digital humanities, Digital marketing, Artificial Intelligence, creativity techniques, intercultural aspects of tourism and outdoor sport management, innovation process, Innovation marketing, innovation management, innovation, Information literacy, idea management, business model development, Business models in tourism, business model, business idea, Research management, Agile Project Management
Studies
Betriebsökonomie, Digital Supply Chain Management
Marketing and, in particular, customer experiences fascinate Wolfgang in both science and business. He is therefore passionate about how these can be experienced, designed and researched in both physical and virtual worlds so that they create value for consumers and companies.
In doing so, he draws on the practical and theoretical knowledge he gained while studying intercultural communication, working as creative director at the renowned advertising agency W/Brasil (in São Paulo, now W/McCann) and as a doctoral student at the University of Zurich. As a lecturer (senior research) in customer experience design and management as well as immersive marketing, he has conducted research projects at the ZHAW and guided students on their journey into these exciting subject areas with seminars and courses at bachelor's, master's and continuing education level.
At the University of Applied Sciences of the Grisons (FHGR), I focus on SMART and experiential marketing. My goal is to understand and further develop customer experiences in the area of conflict between internal company processes and resources, constantly changing customer needs and the potential of new technologies such as artificial intelligence and virtual realities, thereby creating dormant value. The interdisciplinary environment at FHGR provides the ideal setting for this development. Open knowledge exchange and applied learning are central themes in my activities.
As a board member of EuroXR, I am committed to promoting research into extended realities (AR, VR, MR, ...) and co-supervise two open-access web platforms on customer experience design and management as well as immersive marketing. I am also establishing Switzerland's first open-access journal on extended reality in business and science – ‘XR2 – Extended Reality and Research’ – so that the latest knowledge is accessible to as many interested parties as possible. The platforms and the journal are explicitly cross-university, independent and non-profit.
Privately, the fight against child and youth poverty is very close to my heart, as I do not take our respective prosperity for granted. That is why I am involved in an association that fights child and youth poverty in Switzerland.
Curriculum Vitae
Marketing and, in particular, customer experiences fascinate Wolfgang in both science and business. He is therefore passionate about how these can be experienced, designed and researched in both physical and virtual worlds so that they create value for consumers and companies.
In doing so, he draws on the practical and theoretical knowledge he gained while studying intercultural communication, working as creative director at the renowned advertising agency W/Brasil (in São Paulo, now W/McCann) and as a doctoral student at the University of Zurich. As a lecturer (senior research) in customer experience design and management as well as immersive marketing, he has conducted research projects at the ZHAW and guided students on their journey into these exciting subject areas with seminars and courses at bachelor's, master's and continuing education level.
At the University of Applied Sciences of the Grisons (FHGR), I focus on SMART and experiential marketing. My goal is to understand and further develop customer experiences in the area of conflict between internal company processes and resources, constantly changing customer needs and the potential of new technologies such as artificial intelligence and virtual realities, thereby creating dormant value. The interdisciplinary environment at FHGR provides the ideal setting for this development. Open knowledge exchange and applied learning are central themes in my activities.
As a board member of EuroXR, I am committed to promoting research into extended realities (AR, VR, MR, ...) and co-supervise two open-access web platforms on customer experience design and management as well as immersive marketing. I am also establishing Switzerland's first open-access journal on extended reality in business and science – ‘XR2 – Extended Reality and Research’ – so that the latest knowledge is accessible to as many interested parties as possible. The platforms and the journal are explicitly cross-university, independent and non-profit.
Privately, the fight against child and youth poverty is very close to my heart, as I do not take our respective prosperity for granted. That is why I am involved in an association that fights child and youth poverty in Switzerland.
