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Endowed Chair in Business Management in the Digital Economy
Brief profile
Prof. Dr Sandra Bayer holds a PhD in Economics and has proven expertise in the fields of Customer Relationship Management (CRM) and digital transformation.
As Professor of Business Management in the Digital Economy at Mittweida University of Applied Sciences, she is responsible for teaching in the fields of business intelligence, data management, big data and analytics, quantitative methods, change management, and strategic and operational marketing.
Alongside her academic work, she heads up strategic client and project development as Managing Director of anker & alpen consulting GmbH. The consultancy specialises in digitalisation and CRM implementation in the hospitality industry ā with a particular focus on customer-centric transformation processes.
Previously, she worked as Director of Consulting and authorised signatory at Toedt, Dr. Selk & Coll. GmbH, a leading provider in the field of hotel CRM. There, from 2006 to 2012, she was responsible for advising international clients from both hotel chains and independent hotels.
Her research and publications focus on marketing in the hospitality industry, digital transformation and customer segmentation models.