Prof. Dr. Maria Weege
Professor of M.A. Business Administration
Profile
Prof. Dr. Maria Weege is Professor of Marketing Management at IU International University of Applied Sciences and has been part of IU for the past two years. Before joining Campus Studies she was based in Düsseldorf, teaching marketing management on the dual study programme, and she spent several years working in industry before moving into academia. Her academic home is marketing in its widest sense, from digital and international marketing to intercultural marketing, current trends and the fundamentals. What she enjoys most is looking beyond the textbook. Her research focuses on artificial intelligence in marketing and on purpose marketing, two fields that examine how technological and societal change is reshaping the way brands communicate, create value and connect with their audiences.
Research Areas
Artificial intelligence in marketing education
Artificial intelligence in marketing
Purpose marketing
Publications and Presentations
Weege, M. (2026). AI-based storytelling in purpose-driven marketing: An integrative review and governance-embedded operating model. In G. Schuster & C. Bornemeyer (Eds.), Handbuch innovatives Marketing (pp. 1-18). Springer Gabler.
Schümann, J., & Weege, M. (2026). Zwischen Realität und Fantasiewelt: Die psychologischen Wirkungen immersiver Freizeitparkgestaltung auf Konsumentscheidungen. IU Discussion Papers, Marketing & Kommunikation, 1.
Weege, M., & Zweigle, T. (2025). AI in marketing education: Capabilities required of marketers today. IU Discussion Papers, Marketing & Kommunikation, 2.