Prof Dr Jochen Wirtz

Professor Dr Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). On the global stage, he is an International Fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University.

Previously, he was the founding director of the dual degree UCLA – NUS Executive MBA Program (from 2002 to 2017), an Associate Fellow at the Saïd Business School, the University of Oxford (from 2008 to 2013), and a founding member of the NUS Teaching Academy, the NUS think-tank on education matters (from 2009 to 2015).

As an Advisor and facilitator of leadership retreats for Paresa Collection, Professor Dr Wirtz shares the collective wisdom and knowledge gained over his life's work. He engages in immersive dialogue, leveraging industry insights on the latest thinking.

Professor Dr Wirtz holds a Ph.D. in services marketing from the London Business School, and his research expertise focuses on service marketing and management. To date, he has published over 300 academic articles, book chapters and industry reports. His over 20 books include Intelligent Automation: Learn How to Harness Artificial Intelligence to Boost Business & Make Our World More Human (2021), Services Marketing: People, Technology, Strategy (9th edition, 2022) and Essentials of Services Marketing (4th edition, 2023). With translations and adaptations for over 26 countries and regions, and combined sales of some 1 million copies, they have become globally leading textbooks.

In recognition of his excellence in research and teaching, he has received over 50 awards, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award (the highest recognition of the American Marketing Association (AMA) service community), the Academy of Marketing Science (AMS) Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally), and the top university-level Outstanding Educator Award at NUS. He serves on the editorial review boards of over ten academic journals, including the Journal of Service Management, Journal of Service Research, and Cornell Hospitality Quarterly.

Alongside his esteemed academic career, Professor Dr Wirtz has been an active management consultant for international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms around the world. In addition, he has been involved in a number of start-ups, including Dataswyft ( and TranscribeMe (

Originally from Germany, Professor Dr Wirtz spent seven years in London before moving to Asia. Today, he shuttles between Asia, Europe and the US and enjoys being an active academic and industry expert serving a truly international business community.

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