Prof. Dr. Julia Thalmann
Wirtschaftsinstitut
Email:
julia.thalmann@hs-ruhrwest.de
Telephone:
+49 208 88254-312
Teaching area: General Business Administration, especially Trade & E-Commerce
Prof. Dr. Julia Thalmann has been Professor of Retail & E-Commerce at Ruhr West University of Applied Sciences since 2019. Following positions in research and teaching at RWTH Aachen University and international management roles at a German consumer goods manufacturer and a US pharmaceutical company, she combines academic excellence with practical experience.
Her areas of focus are e-commerce, retail marketing, user experience (UX), and the digital transformation of retail. She heads the Usability and Interaction Lab (UnI Lab), is a co-initiator of the COMPLETE spaces, and is actively involved in the European university network CHARM-EU. In her teaching, she makes use of VR scenarios, blended learning, gamification, and project-based learning with industry partners to specifically prepare students for the world of work of the future.
As the university’s start-up officer, she supports entrepreneurial ventures and teaches practical skills in negotiation, critical thinking, and intercultural collaboration.
Person
Prof. Dr. Julia Thalmann has been a professor at Ruhr West University of Applied Sciences (HRW) since August 2019. She developed her interest in retail, e-commerce and consumers during her studies at the University of Mannheim, which she completed with a practice-oriented empirical consumer study in the retail sector.
In her doctoral studies at RWTH Aachen University, she laid the foundation for her academic career – with a focus on international research, entrepreneurial thinking and practice-oriented teaching. Already during her PhD, she gained international experience as a visiting lecturer at the renowned Chulalongkorn University in Bangkok and helped to shape the course portfolio at RWTH Aachen in the areas of entrepreneurial marketing, negotiation and business skills.
This was followed by several years in management positions at a German consumer goods manufacturer and a US pharmaceutical company. Her international perspective was sharpened in particular during her time as an expat in England, where she was responsible for the strategic realignment of the customer and shopper department and drove cross-country e-commerce projects. Her further training was specifically supported by her employers: she deepened her negotiation skills in several Scotwork seminars and rounded off her profile with the International Management Programme at Cranfield School of Management. In addition, she broadened her expertise through training as a Usability Specialist at the XdI – Experience Design Institut and through further education at Harvard Business School Online in the field of design thinking and innovation.
Her goal at the university is to work at the interface between academia and practice to drive the digital transformation of retail, to prepare students for a future-oriented, international world of work, and, through innovative teaching and research formats, to foster practical skills in user experience, digital marketing, e-commerce and intercultural management. It is particularly important to her to create formats in the COMPLETE spaces she has helped design and in the Usability and Interaction Lab (UnI Lab), as well as with VR learning environments, that strengthen critical thinking, creativity, data-driven decision-making, and interdisciplinary collaboration and communication.
As the university’s start-up officer, she supports entrepreneurial ventures with strategic market and competitive analyses, places particular emphasis on clear communication, and teaches practical skills in negotiation and strategic thinking.
Would you like to get in touch? To arrange an appointment, you can reach Professor Thalmann by e-mail at julia.thalmann@hs-ruhrwest.de.
Work Experience
Since 08/2019
Ruhr West University of Applied Sciences (HRW), Mülheim an der Ruhr, Germany
Professor of Business, Retail & E-Commerce
04/2016 – 07/2019
Johnson & Johnson GmbH, Neuss, Germany
Customer & Shopper Marketing Lead, Central Europe
Key Account Manager, Discount Channel (Regional & International)
10/2015 – 03/2016
Henkel AG & Co. KGaA, Düsseldorf, Germany
Brand Manager Taft, DACH Region
11/2013 – 09/2015
Henkel Ltd., Hemel Hempstead, United Kingdom
Customer & Shopper Marketing Manager, Beauty Care (expat assignment)
12/2011 – 10/2013
Henkel AG & Co. KGaA, Greater Frankfurt & Düsseldorf Area, Germany
(Junior) Manager Sales Force & Category Management
Education
02/2009 – 11/2011
RWTH Aachen University, Research Area Innovation and Entrepreneurship, Aachen, Germany
Research Assistant and Doctoral Candidate at the Chair of Prof. Dr. Malte Brettel
Doctoral thesis: Interaction Orientation: An Empirical Investigation of the Antecedents, Outcomes, and Moderating Effects
08/2006 – 05/2007
Chulalongkorn University, Bangkok, Thailand
Study abroad as part of the “International Business Programme,” funded by the University of Mannheim
04/2003 – 01/2009
University of Mannheim, Mannheim, Germany
Diploma in Business Administration, Specialization in Marketing and Industrial Management
Diploma thesis: Shopping Stress in Retail – A Causal-Analytical Study
Start-up Officer at Faculty 2
Social Media
Person
Prof. Dr. Julia Thalmann has been a professor at Ruhr West University of Applied Sciences (HRW) since August 2019. She developed her interest in retail, e-commerce and consumers during her studies at the University of Mannheim, which she completed with a practice-oriented empirical consumer study in the retail sector.
In her doctoral studies at RWTH Aachen University, she laid the foundation for her academic career – with a focus on international research, entrepreneurial thinking and practice-oriented teaching. Already during her PhD, she gained international experience as a visiting lecturer at the renowned Chulalongkorn University in Bangkok and helped to shape the course portfolio at RWTH Aachen in the areas of entrepreneurial marketing, negotiation and business skills.
This was followed by several years in management positions at a German consumer goods manufacturer and a US pharmaceutical company. Her international perspective was sharpened in particular during her time as an expat in England, where she was responsible for the strategic realignment of the customer and shopper department and drove cross-country e-commerce projects. Her further training was specifically supported by her employers: she deepened her negotiation skills in several Scotwork seminars and rounded off her profile with the International Management Programme at Cranfield School of Management. In addition, she broadened her expertise through training as a Usability Specialist at the XdI – Experience Design Institut and through further education at Harvard Business School Online in the field of design thinking and innovation.
Her goal at the university is to work at the interface between academia and practice to drive the digital transformation of retail, to prepare students for a future-oriented, international world of work, and, through innovative teaching and research formats, to foster practical skills in user experience, digital marketing, e-commerce and intercultural management. It is particularly important to her to create formats in the COMPLETE spaces she has helped design and in the Usability and Interaction Lab (UnI Lab), as well as with VR learning environments, that strengthen critical thinking, creativity, data-driven decision-making, and interdisciplinary collaboration and communication.
As the university’s start-up officer, she supports entrepreneurial ventures with strategic market and competitive analyses, places particular emphasis on clear communication, and teaches practical skills in negotiation and strategic thinking.
Would you like to get in touch? To arrange an appointment, you can reach Professor Thalmann by e-mail at julia.thalmann@hs-ruhrwest.de.
| Work Experience | |
| Since 08/2019 | Hochschule Ruhr West, Mülheim an der Ruhr Professor for Business, Retail & E-Commerce |
| 04/2016 – 07/2019 | Johnson & Johnson GmbH, Neuss Key Account Manager Discount Regional & International Customer & Shopper Marketing Lead Central Europe |
| 10/2015 - 03/2016 | Henkel AG & Co. KGaA, Düsseldorf Brand Manager Taft D-A-CH |
| 11/2013 - 09/2015 | Henkel Ltd., Hemel Hempstead, United Kingdom Expat Customer & Shopper Marketing Beauty Care |
| 12/2011 - 10/2013 | Henkel AG & Co. KGaA, Area Frankfurt & Düsseldorf (Junior) Manager Sales Force & Category Manager |
| Education | |
| 02/2009 – 11/2011 | RWTH Aachen University, Research Area Innovation and Entrepreneurship (Aachen, Germany) Thesis: Interaction Orientation: An Empirical Investigation of the Antecedents, Outcomes, and Moderating Effects
|
| 08/2006 – 05/2007 | Chulalongkorn University (Bangkok, Thailand) Study abroad as part of the "International Business Programme" funded by the University of Mannheim
|
| 04/2003 – 01/2009 | University of Mannheim (Mannheim, Germany) Thesis: Einkaufsstress im Einzelhandel – Eine kausalanalytische Untersuchung |
- Start-Up Beauftragte am FB2
Teaching
Im Bachelor:
Retail Marketing (Enlish)
Digital Commerce (English)
Grundlagen des Handelsmanagements
Grundlagen der Verhandlungsführung
Im Master/MBA:
Applied User Experience in Marketing (English)
International Marketing Strategy (English)
Design Thinking
Intercultural Negotiations
Lehrphilosophie und die Lehrorte
Prof. Dr. Julia Thalmann treibt die Lehre mit frischen Formaten voran – von Erklärvideos, Blended Learning und Gamification bis hin zu VR-Szenarien und projekbasiertem Lernen mit Praxispartnern wie Eye Square, Henkel oder ecotel communications. So fließen aktuelle Themen aus der Wirtschaft unmittelbar in die Module ein. Auf der LEARNTEC 2025 zeigte sie am Beispiel eines VR-Supermarkts mit Echtzeit-Kennzahlen, wie Studierende komplexe Handelskonzepte spielerisch begreifen und dabei wirtschaftliches Denken, Teamarbeit und kritisches Reflektieren stärken.
Ein zentraler Ort ist der von ihr mitentwickelte COMPLETE-Raum, der agile Formate, Gruppen- und Projektarbeit sowie den Transfer von Theorie in reale Anwendung ermöglicht. Ebenso leitet sie das Usability and Interaction Lab (UnI Lab), wo Eye Tracking, A/B-Testing, biometrische Datenanalysen und KI-gestützte Methoden die Lehre unmittelbar mit Forschung verbinden. So entwickeln Studierende Kompetenzen in UX, E-Commerce, Retail Marketing und digitalem Marketing – stets praxisnah und datengestützt.
Besonderes Augenmerk liegt auf den Future Skills: In Modulen wie Verhandlungsführung oder Intercultural Negotiations trainieren Studierende Interaktion, Kommunikation und verhandlungstaktisches Denken. Durch Videoanalysen und die Aufzeichnung von Gesichtsmimik reflektieren sie ihre Wirkung und bauen gezielt Empathie, kritisches Denken und soziale Intelligenz auf – Schlüsselqualifikationen für Führung und internationale Zusammenarbeit im digitalen Zeitalter.
CHARM-EU
- Mitglied im Knowledge Creating Team (KCT) für die Preparatory Phase der Internships
- Lehrpreis Label für das Modul Retail Marketing
- Virtual Reality Labor: Gamification in der Retail Marketing Lehre
- Certified UX & Usability Specialist
- Design Thinking and Innovation
- SCRUM Schulung
- Diverse Verhandlungskurse über Scotwork
Usability and Interaction Lab (UnI Lab) in der Parkstadt Mülheim.
Schauen Sie gerne im Usability and Interaction Lab vorbei vorbei und kontaktieren uns für einen Termin.
Abschlussarbeiten gerne mit Bezug zu Themen wie
- Retail Marketing & Strategie
- Digital und Social Commerce
- Verhandlungs- und Kommunikationsführung
- Entrepreneuship & Unternehmensgründung
- Interkulturelles Management und Agiles Arbeiten
Research and Cooperation
Prof. Dr. Thalmann ist in folgenden Modulen in der Lehre tätig:
- Retail Marketing
- E-Commerce
- Eye-Tracking Research
- International Marketing Strategy
- Verhandlungsführung
- Business Skills
Aktuelle Forschungsschwerpunkte:
- User Experience & Shopper Research
- Electronic
- Mobile & Social Commerce
- Negotiations
Die Forschungsaktivitäten von Prof. Dr. Julia Thalmann verbinden wissenschaftliche Exzellenz, praxisorientierte Anwendungsforschung sowie interdisziplinäre Zusammenarbeit. Im Mittelpunkt stehen die digitale Transformation des Handels, User Experience (UX), E-Commerce und (Online) Marketing-Strategien sowie die Förderung von Future Skills in Studium und Praxis.
Ein zentrales Projekt ist das COMPLETE-Projekt (Projektseite), das neuartige Lernumgebungen für kollaboratives, technologiegestütztes Arbeiten entwickelt. Ebenfalls hervorzuheben ist die Beteiligung am CHARM-EU-Netzwerk (mehr erfahren), einer europäischen Hochschulallianz, die innovative und nachhaltige Bildungsformate auf internationaler Ebene etabliert. Darüber hinaus hat sie sich erfolgreich bei FF-HAW beworben (zur Meldung), ein Projekt, das praxisnahe Forschung in den Fokus stellt.
Als zentrales Ergebnis des FF-HAW-Projekts hat Prof. Dr. Julia Thalmann das Usability and Interaction Lab (UnI Lab) in der Parkstadt Mülheim aufgebaut – ihr eigenes Labor für anwendungsorientierte Forschung und Lehre. Hier werden empirische Studien zu User Experience, Eye Tracking, A/B-Testing und Design Thinking durchgeführt. Gleichzeitig wird das Labor für Verhandlungstrainings und zur Verbesserung der Kommunikation und Präsentationsfähigkeit genutzt. Interessierte können das Labor besuchen und für Führungen oder gemeinsame Forschungsprojekte gerne einen Termin vereinbaren. Als hybrider Raum steht das Labor auch Lehrenden über das interne Raumbuchungssystem zur Verfügung.
Prof. Dr. Thalmann ist zudem Mitglied im Forschungsschwerpunkt „AI in Business and Economics“, in dem sie die Schnittstellen von Künstlicher Intelligenz, Marketing und Konsumentenverhalten erforscht.
Ihre Forschungsergebnisse sind unter anderem über Google Scholar zugänglich. Sie ist außerdem unter folgender Orcid-ID (0009-0008-1987-2956) zu finden. Darüber hinaus teilt sie ihre Expertise regelmäßig auf internationalen Fachkonferenzen, wie zuletzt bei der EPEAI, der EMAC, der NeuroBusiness Conference und der LEARNTEC .
Mitglied im Forschungsschwerpunkt AI in Business and Economics
Usability and Interaction Lab (UnI Lab) in der Parkstadt Mülheim
Schauen Sie gerne im Usability and Interaction Lab vorbei vorbei und kontaktieren uns für einen Termin.
zu finden unter: https://scholar.google.com/citations?user=KMh9k10AAAAJ&hl=en
- EPEAI September 2024
- LEARNTEC Mai 2025
Wissenschaftliche Mitarbeiterin & Ph.D Kandidatin: Hübner, Maike
Lehrkräfte: Thomas-Dingemann, Tessa und Poger, Anne
University Administration
Start-Up Beauftragte für den Fachbereich 2
Offers
Ich suche regelmäßig Kooperationspartner für meine Module.
Kommen Sie bei Interesse gerne auf mich zu (julia.thalmann@hs-ruhrwest.de).
Bisherige Kooperationen gab es in der Lehre mit eye square, Henkel und nun auch bald mit ecotel communications.