Prof. Dr. Christina Sichtmann

Responsibilities

Teaching courses in the areas of Academic Writing and Marketing
Supervising Bachelor's and Master's theses
Promoting academic writing skills and methodological competencies
Developing innovative teaching and learning concepts for academic work
Integrating Artificial Intelligence into teaching and learning processes
Supporting students in the reflective and responsible use of digital tools in academic contexts

Focus areas

Academic Writing and the Didactics of Academic Writing
International Marketing
Artificial Intelligence in Academic Work and Higher Education Teaching
Critical AI Literacy and the Responsible Use of Artificial Intelligence
Fostering Creativity, Reflective Thinking, and Independent Thought in the Age of AI
Creative Methods in Teaching, Learning, and Academic Research

Degree programmes

Bachelor Betriebsökonomie
Bachelor International Business Administration
Master Business Administration
Master Entrepreneurship & Business Innovation
Master Digital Business Administration

Subjects

BACS - Academic Skills
ACWE - Academic Writing in English
IASG - International Academic Skills: Foundations
BASG - Academic Skills Grundlagen
Workshop Academic Reading

Biography

Prof. Dr. Christina Sichtmann studied Business Administration and Economics at the University of Hohenheim and the University of Florence (Università degli Studi di Firenze). After completing her doctoral degree (Dr. oec.) at the University of Hohenheim, she served as Junior Professor of Business-to-Business Marketing at Freie Universität Berlin. From 2008 to 2015, she was Assistant Professor at the University of Vienna, where she completed her habilitation in 2014 and continues to work as an Associate Professor. She has also taught as a Visiting Professor at the University of Würzburg, IÉSEG School of Management, and the University of Lucerne as well as others.

As an academic writing coach, she supports students and researchers in the preparation of academic papers through workshops, online courses, and her podcast (Du schaffst das! Erfolgreich deine Abschlussarbeit schreiben).

Further information: https://www.linkedin.com/in/christina-sichtmann-5a751871/

Since August 2021, she has been contributing her expertise in empirical social research and academic writing to the Institute of Applied Data Science & Finance at Bern University of Applied Sciences (BFH).

Her research interests focus on International Marketing and Services Marketing. Her work has been published in leading academic journals, including the Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of International Marketing, and International Journal of Research in Marketing.

Further information on Prof. Dr. Christina Sichtmann's research publications:
https://scholar.google.at/citations?user=pgWv-3EAAAAJ&hl=de
https://www.researchgate.net/profile/Christina-Sichtmann

Professional experience

2001-2005 Research Associate Chair of Marketing, University of Hohenheim
2005-2008 Juniorprofessor for Business-to-Business Marketing Freie Universität Berlin
2008-2014 Assistant Professor University of Vienna
2015-2022 Associate Professor University of Vienna
since 2001 Visiting Professor and Lecturer e.g., Universität Luzern, Universität Wien, Universität Würzburg, IÉSEG School of Management, FH Wien, FH Burgenland, IMC FH Krems, MODUL University Wien, Frankfurt School of Finance, Europa-Universität Viadrina, FH Pforzheim, DHBW Baden-Württemberg
since 2017 Founder, Academic Writing Trainer, and Coach for Students and Researchers Fly High Academy
since 2015 Senior Lecturer (part-time) University of Vienna

Education

1995-2000 Dipl.oec. University of Hohenheim
2001-2005 Dr. oec. University of Hohenheim
2005-2008 positive evaluation as junior professor Freie Universität Berlin
2014 venia docendi in business administration (Habilitation) Universität Wien

Selected Publications (in FT-50 oder VHB A-Zeitschriften)

Sichtmann, C./Diamantopoulos, A. (2013): The Impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin–Extension Fit on Brand Extension Success, Journal of the Academy of Marketing Science, Vol. 41, No. 5, 567–585.
Davvetas, V./Sichtmann, C./Diamantopoulos, A. (2015): The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay, International Journal of Research in Marketing, Vol. 32, No. 4, 431–434.
Goebel, P./Reuter, C./Pibernik, R./Sichtmann, C./Bals, L. (2018): Purchasing Managers' Willingness to Pay (WTP) for Attributes that Constitute Sustainability, Journal of Operations Management, Vol. 62, 44–58.
Bourdin, D./Sichtmann, C./Davvetas, V. (2024): The Influence of Employee Accent on Customer Participation in Services, Journal of Service Research, Vol. 27, No. 2, 194-212.
Pröll, T./Sichtmann, C. (2025): Steering toward net zero - a plea for a consumer-level carbon footprint tax, Mitigation and Adaptation Strategies for Global Change, Vol. 30, No. 5, S. 32.