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The University of Southampton
Southampton Business School
(023) 8059 5997

Dr Kristina Schmidt PhD, PGCPP, FHEA

Lecturer in Marketing

Dr Kristina Schmidt's photo

After graduating from Mannheim University with a business degree, Kristina pursued a PhD at WHU – Otto Beisheim School of Management. Prior to joining University of Southampton, she was a Lecturer in Marketing at Aston University. 

Kristina’s research is predominantly in the areas of the impact of market research activities, consumer/individual behavior and decision making, consumer brand relationships, and research methodology, with a focus on causal inference.

Moreover, Kristina has experience in teaching marketing research and advanced analytics/quantitative methods, having delivered modules at UG, PG, and PhD level in the UK, Germany, Singapore and France.

Qualifications & Education

Research interests

Kristina is currently working on number of projects in the areas of effects of market research activities (on customers, employees, managers), co-branding, brand relationships, and consumer (in-store) decision making. She is also interested in measurement and survey related topics. In her research, Kristina uses both data modeling methods on large data sets (e.g., SEM, mixture models) and experimental approaches.

Kristina’s research projects have been accepted for presentation at leading international conferences such as the American Marketing Association Winter Educator’s Conference, the Academy of Marketing Science World Marketing Congress, the International Meeting of the Psychometric Society, and the European Marketing Academy Annual Conference.

Kristina has been teaching marketing research and advanced analytics/quantitative methods at UG, PG, and PhD level in the UK, Germany, Singapore, and France.

She has also delivered workshops on how to use statistical software (e.g., Excel, SPSS, R) as well as foundation courses in marketing.

Module Leader

  • MANG3056 Data Mining for Customer Relationship Management
  • MANG3061 Data Mining for Customer Relationship Management (Singapore)
  • MANG6256 Introduction to Marketing

Programme Leader

  • BSc Marketing (SIM, Singapore)
Dr Kristina Schmidt
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number: 2/3035

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