Prof. Sigrid Hofer-Fischer, Mag.

Sigrid Hofer-Fischer is Professor of Marketing at the Competence Center of Marketing Management, Department of Strategy and Marketing at the Eastern Switzerland University of Applied Sciences (OST). Sigrid's research focuses on integrated social media marketing communication, digital marketing and strategic marketing. She also worked for renowned companies and has managerial experience in marketing and sales.

Area of Expertise

• Marketing Communication
• Digital Marketing
• Strategic Marketing

Education

• Master of Science in Commercial Science (Johannes Kepler University, Linz, Austria with study visits in Silicon Valley, CA, USA and at the University ETEA, Cordoba, Spain)
• High School Graduation Lynbrook High School, San Jose, CA, USA
• High School Graduation Bundesoberstufenrealgymnasium Perg, Austria

Professional Experience

• Professor of Marketing, Competence Center Marketing Management, Department of Strategy and Marketing, Eastern Switzerland University of Applied Sciences (OST)
• International Marketing and PR Manager, Skiny bodywear GmbH, Mäder, Austria
• Product Manager and Sales Manager Pharmacy, Johnson & Johnson, Austria
• Customer Development Manager, Johnson & Johnson, Austria
• Research Associate at the Institute of International Business, Stockholm School of Economics, Sweden
• Project Manager market, market research institute, Linz, Austria

Teaching Experience

• Marketing and International Sales (Bachelor)
• Communication and Marketing (Master)
• Marketing Management (Master)
• New Marketing (Master)
• Crisis Communication and Crisis Management (Master & Executive Education)
• Strategic Marketing (Executive Education)
• Digital Marketing Communication(Bachelor & Executive Education)

Projects

• Project Manager research project "City Engagement Messenger" to increase the attractiveness and revitalization of city centers, Project partners: Renuo AG, Standortförderung Stadt St.Gallen, Pro City St.Gallen, 30 Organizations (retailer, associations) of the City of St.Gallen
• Project Manager research project "Integrated Social Media Navigator", Project partners: Goldbach Interactive, Mineralquelle Gontenbad Goba, AMAG, City Garage St.Gallen

Memberships

California Scholarship Federation (Membership from Sept. 91-June 94)

Awards

Erwin Wenzl Prize - winner in the category "University" in 2000

Peer-Reviewed Journal Articles and Conference Proceedings

• KLINK, B. D., HOFER-FISCHER, S. (2026). Can Gamified Display Ads Tackle Banner-Blindness? EMAC Spring Conference 2026. Bath, United Kingdom.
• WEIS, F., VON WALTER, B., HOFER-FISCHER, S. (2026). Generative Engine Optimization (GEO). Erhöhung der Sichtbarkeit in generativen KI-Systemen. WiST Wirtschaftswissenschaftliches Studium, 55 (5/6), pp. 48-52.
• HOFER-FISCHER, S., KREMMEL, D., WEIS, F. S. (2022). Messenger Marketing. Grundlagen, Einsatzmöglichkeiten, Erfolgsfaktoren. WiST Wirtschaftswissenschaftliches Studium, 51 (4), pp. 45-48.
• KREMMEL, D., HOFER-FISCHER, S., WEIS, F. S. (2022). Online-Marketing systematisch steuern. Controlling & Management Review (früher: Zeitschrift für Controlling und Management ZfCM), 66 (3), pp. 54-59.

Chapters in Edited Books

• KREMMEL, D., HOFER-FISCHER, S., VON WALTER, B. (2016). Kommunikationsprogramm: Arbeitgebermarke kommunikativ umsetzen. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 169-200). Wiesbaden: Springer Fachmedien .

Professional Journals and Newspaper

• FÜRER, A., HOFER-FISCHER, S., KLINK, B. D. (2026). Content Creation mit KI - Erfolgsfaktoren und Arbeitsmethoden. KMU-Magazin, 01-02 (Jan./Feb.), pp. 58-61.
• HOFER-FISCHER, S., INSUA BERMUDEZ, D., WEIS, F. (2026). Wie Websites in KI-basierten Suchsystemen sichtbar werden. KMU-Magazin, 3 (März), pp. 60-66.
• HOFER-FISCHER, S., VON WALTER, B. (2025). Content-Marketing – strategisch planen, wirksam kommunizieren. KMU-Magazin, 11/12 (11/12, November/Dezember), pp. 72-76.
• HOFER-FISCHER, S., KREMMEL, D. (2025). Social-Media-Strategie: Impact mit Konzept. KMU-Magazin, 10, 2025 (Oktober), pp. 78-83.
• WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Best Practice integrierter Social-Media-Kommunikation: B-to-B. KMU-Magazin (7/8), pp. 48-51.
• WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Best Practice integrierter Social-Media-Kommunikation: B-to-C. KMU-Magazin (9), pp. 44-47.
• HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Die Analyse. KMU-Magazin (4), pp. 62-65.
• HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Die Planung. KMU-Magazin (5), pp. 58-62.
• HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Umsetzung und Kontrolle. KMU-Magazin (6), pp. 50-54.
• HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Ein neues Modell integrierter Marketingkommunikation. KMU-Magazin (1/2), pp. 52-55.
• WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Erfolgsfaktoren integrierter Social-Media-Kommunikation. KMU-Magazin (3), pp. 52-56.
• HOFER-FISCHER, S., KREMMEL, D. (2011). Die Integration von Social Media in die Marketingkommunikation. KMU-Magazin (2), pp. 46-49.
• HOFER-FISCHER, S., KREMMEL, D. (2011). Social Media erfordern grundlegenden Wandel des Kommunikationsparadigmas. KMU-Magazin (3), pp. 36-39.
• HOFER-FISCHER, S., HAKANSON, L. (2003, Summer). Tapping into the Silicon clique. European Business Forum (14), pp. 54-59.

Teaching-Related Publications

• HOFER-FISCHER, S. (2021). Content Marketing - Analyse und Konzeption für ein Unternehmen nach Wahl. Open Education Platform for Management Schools, 299. 10.25938/oepms.299

Presentations

• HOFER-FISCHER, S., FÜRER , A. (2026). Content Marketing in Zeiten von KI. Verband Gewerbe Stadt St.Gallen. St.Gallen, Switzerland.
• HOFER-FISCHER, S. (2023). Social Media: Trends, Möglichkeiten und Best Practices. AGV Arbeitgeberverband Rheintal. AGV Rheintal bei Schneider Korbwaren.