Prof. Dr. phil. Ulrich Buser, MBA

Ulrich Buser is a professor of media business administration. He also serves on advisory boards and acts as an investor, and is the founder and publisher of Editionen Verlag Science.

After studying business administration at the University of Augsburg (Diplom-Kaufmann) and spending time at universities in the UK and the US, he completed his PhD at Humboldt University in Berlin on the impact of digitalisation on private radio stations in Germany.

Ulrich Buser has more than 20 years’ experience in senior roles within the media and technology industries, including 15 years as a managing director. He began his career at Hubert Burda Media in Munich, where, following a trainee programme, he became executive assistant to Helmut Markwort. Following interim roles as publishing director at the Funke Group and Entertainment Media Verlag, he took on overall responsibility as managing director of the Abendzeitung Group, Munich, and its radio subsidiaries. He subsequently served as Managing Director of Egmont Ehapa Media, Berlin, a subsidiary of the Scandinavian media group Egmont. There, he was responsible for operations in German-speaking countries, France and Italy. Most recently, he managed the business of the rtv media group, a subsidiary of the Bertelsmann Group, in Nuremberg.

Digital Transformation and the Media Economy

• The Impact of Digitalisation on Traditional Media Companies
• Development of digital business models
• The use of AI in media production, distribution and marketing

Media markets and the advertising industry

• Development of digital advertising markets
• Changes in consumer behaviour driven by new media formats

Entrepreneurship and start-up ecosystems

• Success factors for start-ups in the media and digital economy
• Scaling strategies for start-ups and growth companies

Corporate governance and business strategy

• Strategic Business Management in the context of technological change
• Decision-making processes and innovation in organisations 

Bachelor’s degree:

• Digital Marketing (Business Specialisation)
• Start-up Management
• Market Research
• Media Business Management
• Operational and Strategic Media Management (Business Specialisation)

Master’s:

• Business Management
• Digital Business Models
• Entrepreneurial Business Planning (Masterclass)
• Strategic Marketing and Communication (Masterclass)

In his teaching, Ulrich Buser places particular emphasis on linking academic insights with practical application, in order to equip students not only with sound specialist knowledge but also with practical skills for business practice.

Prof. Dr Ulrich Buser, together with Prof. Dr Alexander Knauer, is a project manager at SAXEED responsible for the strategic development and implementation of several research projects designed to support start-ups:

• Through SAXEED Forward, he supports spin-offs from the academic sector and assists founders from the initial idea right through to market readiness.
• SAXEED Connect creates valuable networks between start-ups, companies, investors and experts to facilitate market entry and promote sustainable growth.
• In addition, he is involved in EXIST Women, a programme specifically designed to support female founders on their path to self-employment.

His aim is to strengthen a sustainable start-up culture at Mittweida University of Applied Sciences and beyond.