Shaping the future of marketing: SBE scholars at the forefront of research and teaching
Three faculty members from the Department of Marketing & Supply Chain Management (MSCM) at the School of Business and Economics (SBE), Prof. Dr. Dominik Mahr, Dr. Jonas Heller, and Dr. Tim Hilken, continue to make a significant impact in marketing scholarship, education, and student mentorship.
Integrating research into teaching
Prof. Dr. Dominik Mahr and Dr. Jonas Heller bring their research into the classroom, enriching courses with innovative methods such as Marketing Management and Marketing Strategy and Innovation. In the latter course taught by Prof. Dr. Mahr, students participate in a seven-week design sprint that challenges them to envision an AI Empowered ‘university of 2045’. Working in teams that mirror real-world innovation units, they use marketing and innovation frameworks to explore how education, technology, and society might evolve, from AI-driven universities and virtual professors to fully immersive learning experiences.
The sprint connects academic theory with creative experimentation, reflecting the human side of digitalisation that lies at the heart of Prof. Dr. Mahr’s research. Students are encouraged not only to imagine technological possibilities but also to consider their societal implications: how innovations might shape learning, human connection, and individual well-being in an increasingly digital world. UMIO, the executive branch of Maastricht University School of Business and Economics, supports this hands-on journey that pushes students to think critically, strategically, and ethically about the future of innovation. Students benefit from their ability to connect theoretical insights with practical applications, gaining a deeper understanding of marketing in today’s dynamic business environment.
Design sprint workshop | Marketing Strategy and Innovation course (MSc).
In Marketing Management, taught by Dr. Heller, undergraduate students explore advanced branding concepts in marketing based on academic literature, and use these concepts to develop their own brand with the help of AI tools. Students critically reflect on the output of these tools, such as brand names, brand logos, or AI-influencer videos for the brand using tools provided by industry collaborations, and build their own brand from scratch in about 7 weeks.
Dr. Tim Hilken complements his research with hands-on mentorship through master thesis supervision, guiding students as they explore innovative research questions and adopt new technologies in their projects. He often encourages students to use the advanced tools and facilities of DEXLab, where they can apply experimental methods, immersive technologies, and AI-driven approaches to bring their ideas to life. Through this, students gain first-hand experience in conducting digital research that is both academically rigorous and socially relevant.
Innovating through DEXLab
All three faculty members are co-founders of the DEXLab, SBE’s hub for digital research and technology-enhanced learning. DEXLab provides a dynamic space where research on emerging technologies and innovation in education converge. The lab explores artificial intelligence, immersive technologies, service robots, and biometric tools to understand and shape digital experiences in business settings. Beyond technical advancement, the lab’s mission also embraces the human and societal dimensions of digitalisation, exploring how individuals interact with and are affected by new technologies, and how responsible innovation can support well-being, trust, and inclusivity.
With the DEXLab, we have created a space to enable research with and about emerging technologies such as AI, and ensure innovative solutions find an immediate application in SBE‘s undergraduate and postgraduate, as well as professional education. It‘s an hub for researchers and educators that want to be at the forefront of technological developments in business education.
Dr. Jonas Heller, Assistant Professor Digital Marketing, School of Business and EconomicsRecognised among the top marketing scholars in the Netherlands
Their efforts have earned them national recognition: Prof. Dr. Dominik Mahr, Dr. Jonas Heller, and Dr. Tim Hilken are among the Top 20 marketing scholars in the Netherlands, according to the MKT Big15 Author Ranking. This distinction underscores the impact of their research while reflecting their commitment to teaching and mentorship.
Through their combined contributions in research, teaching, and mentorship, Prof. Dr. Mahr, Dr. Heller, and Dr. Hilken exemplify the excellence and innovation that define SBE’s Department of Marketing & Supply Chain Management (MSCM).
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