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Martin Lochmüller
Martin Lochmüller+49 9281 409 - 4085

  • Study of Business Administration focusing on Marketing and Leadership and Business Organisation at the University of Bayreuth.
  • Institute Assistant in Marketing at the Research Center for Small and Medium-Sized Enterprises (BF/M-Bayreuth) at the University of Bayreuth.
    Research Assistant at the Chair of Marketing (Prof. Dr. Heymo Böhler), University of Bayreuth.
  • Many years of experience in various management consultancies (marketing strategies, CRM, market research, controlling systems).
  • Participation in the European research project SMILE, led by Fraunhofer IAO Stuttgart, aimed at developing effective implementation methods for CRM systems in SMEs.
  • Guest lectureships at DKU Almaty (Kazakhstan), OTH Weiden (Germany), Ingenium Education (Austria), University of West Bohemia in Pilsen (Czech Republic), Mittweida University of Applied Sciences (Germany)
  • Participation in International Teaching Weeks at Babeș-Bolyai University in Cluj-Napoca (Romania) and Bern University of Applied Sciences (Switzerland)
  • Member of the “Education and Research” panel of the German Dialogue Marketing Association (DDV).
  • Technical responsibility for the marketing research laboratory.

Riedl, J.; Lochmüller, M.: Kriterien der Schulwahl und Image der Hofer Gymnasien – Explorative Studie, AccessMM-Reihe Praktisches Marketing, Weidenberg 2016

Cimler, P.; Lochmüller, M.; Riedl, J.; Tluchor, J.; Wolfrum, B: Grundlegende Informationen zu den verglichenen Destinationen, in: Riedl, J. (Hrsg.): Der Imagevergleich von Regionen als Basis für das Destinationsmarketing, Chemnitz 2015

Eggers, B.; Lochmüller, M.; Riedl, J.; Wolfrum, B.; Zips, S.: Die Einschätzung Westböhmens aus der Perspektive nordostbayerischer Besucher, in: Riedl, J. (Hrsg.): Empirische Daten für das Destinationsmarketing, AccessMM-Reihe Praktisches Marketing Weidenberg 2014

Cimler, P.; Eggers, B.; Lochmüller, M.; Hommerová, D.; Riedl, J.: Der grenzüberschreitende Besucherverkehr Nordostbayern-Westböhmen, AccessMM-Reihe Praktisches Marketing, Weidenberg 2014

Lochmüller, M.; Voss, H.: Tailormade CRM Solutions For Professional Sporting Organizations, in: Bühler, A.; Chadwick, S.; Nufer, G. (Hrsg.): Relationship Marketing in Sports , Oxford, 2009

Lochmüller M.: CRM-Einführung im Mittelstand, in: Oberfränkische Wirtschaft, Juli 2003, S. 24-25

Lochmüller M.: CRM für den Mittelstand: Wieso? In: Oberfränkische Wirtschaft, Juli 2001, S. 32-33

Lochmüller M.: Profitable Kunden finden und an sich binden! In: Oberfränkische Wirtschaft, Juli 2000, S. 28-29

  • Dialog marketing and customer relationship management
  • Marketing Research, in particular measurement of physiological indicators in consumer behaviour research
  • Business simulation “strategic marketing”

Collaboration in the research group Empirical Research & User Experience (ERUX), led by Prof. Dr. Joachim Riedl and Prof. Dr. Stefan Wengler, at the Institute of Information Systems (iisys) at Hof University of Applied Sciences.


The ERUX research group aims to contribute to a more customer-oriented development of digital systems through its research projects, by making human-machine interfaces more user-friendly and enabling more intuitive interaction with digital systems in the future.