Jochen Wirtz

Vice Dean, MBA Programmes • Professor of Marketing • Best-Selling Author • Keynote Speaker, National University of Singapore

Artificial Intelligence, Customer Satisfaction
Branding and Advertising, Business Transformation
Jochen Wirtz


Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS).  He is a leading authority on services marketing and management with more than 200 academic publications. His 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 over 1 million copies, they have become globally leading services marketing textbooks.  He has worked with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms around the world. He has also been an angel investor in a number of start-ups like Dataswyft ( and TranscribeMe (