Phone: +33 1 60 72 44 24
Brand Management, Marketing Management, Marketing Research and Consumer Insights, Marketing Effectiveness & Analytics
Brand Management, Marketing Management, Marketing and (Big) Data Analytics, Digital Transformation and Social Media Strategy
Joerg Niessing is an Affiliate Professor of Marketing at INSEAD and is passionate about bridging the academic and the business world on topics related to digital transformation, marketing, branding, customer centricity, and data analytics. He is a globally-recognized expert on branding and digital strategy and is known for his work on digital transformation of the customer experience. He holds a PhD in marketing from the University of Muenster. His credentials do not only come from his academic career, but also from over 14 years in consulting. Here he focused on building leading brands and delivering profitable growth through the development of outstanding customer experiences, distinctive customer insights and data analytics.
At INSEAD, Joerg focuses on digital transformation, customer centricity, brand management, and strategic market intelligence & data analytics, and develops and teaches courses in these areas. Joerg has developed custom executive programmes for global companies such as Google, Diageo, IBM, Société Générale, HDFC, and many others. He is also the programme director of "Leading Digital Marketing Strategy" one of INSEAD's executive develoment programmes. Joerg gives keynotes at conferences and consults for a number of organizations in his area of expertise.
Before joining INSEAD Joerg worked as a Partner at Prophet; a strategic marketing consultancy, where he was also building and leading the customer insights & analytics team. At Prophet he has worked with companies to create outstanding customer experiences by leveraging digital trends, customer insights, and data analytics. He developed in-depth experience in customer-centric strategies, digital business strategies, customer segmentation, brand positioning, value proposition, brand equity & valuation, brand portfolio management, social media strategy & analytics, and marketing effectiveness. He worked for many clients such as Mondelez, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Electrolux, GE Healthcare, UBS, Cartier and Zurich Financial.
Before joining Prophet, Joerg was a managing director at the Marketing Center Muenster. During this time he led several marketing projects in strategy development, brand management, and customer relationship management for a variety of German DAX companies including BMW, Deutsche Post, Volkswagen, Lufthansa and Deutsche Bahn.
- Book Chapters - Expectation Biases as Neuropsychological Basis for Branding” (German original title: Expectation Biases als neuropsychologische Grundlage des Markenmanagements) - Gabler Verlag
- Journal Articles - The Relative Strength of Affective Commitment in Securing Service Relationships - Journal of Business Research