Jochen Hartmann's research is located at the junction of digital marketing and machine learning, with a focus on unstructured data analytics (computer vision, natural language processing) and generative artificial intelligence (AI). Broadly, his substantive research interests include social media, multi-modal digital advertising, algorithmic fairness, diversity in advertising, and human-machine interactions. His papers on text and image mining belong to the most read and cited papers at top-tier marketing journals, including International Journal of Research in Marketing and Journal of Marketing Research (FT50). In addition, he has co-authored book chapters on machine learning and natural language processing.
For his interdisciplinary research, Jochen has won numerous national and international awards, e.g., the EMAC-Sheth Foundation Sustainability Award and the Best Dissertation Award by EHI Foundation and GS1 Germany. His large language models for textual analysis have been downloaded millions of times. Across programs, he teaches courses on applied computer vision, text mining, and generative AI. For more than a decade, he has been involved in managing entrepreneurial ecosystems.
Jochen joined TUM School of Management at the Munich Campus as Assistant Professor of Digital Marketing in January 2023. Before that, he was Assistant Professor at the Faculty of Economics and Business at the University of Groningen. He obtained his PhD at the University of Hamburg. From 2019 to 2022, he coordinated the DFG research unit (FOR 1452). Before his doctoral studies, he worked as a management consultant at McKinsey & Company. Jochen is a regular visiting scholar at Columbia Business School and adjunct faculty for Machine Learning and Data Mining at Mannheim Business School.
