Prof. Dr. Alexander Gutzmer

Curriculum Vitae

Besides his work at Quadriga University, Prof. Alexander Gutzmer acts as editor-in-chief at the architecture magazine Baumeister and as editorial director at Callwey Publishing. His academic research focuses on content marketing and branding, digital media culture, the globalization of communication, smart cities and on the communicative potential of corporate architecture.

Alexander Gutzmer holds a business degree from Freie Universität Berlin (FU Berlin) and Warwick Business School. He complemented this with a master’s degree in Cultural Studies from Goldsmiths College (University of London), followed by a PhD (Doctor of Philosophy), based on a thesis about Gilles Deleuze’s und Peter Sloterdijk’s architectural theory.

Prof. Gutzmer earned his expertise in media and communication at renowned publishing houses. He worked as reporter and London correspondent for German newspaper Welt am Sonntag (Axel Springer), as editor-in-chief of of the German specialist magazine pressesprecher and of the management magazine think:act (Roland Berger Strategy Consultants). In this time, he also worked as editorial director at the Burda Creative Group (today C3).

A guest professor, he is teaching global communication at the Mexican business school Tecnológico de Monterrey.




In his research, Professor Gutzmer combines an understanding of a mediatized reality based on the British Cultural Studies with concepts of integrated communication as well as with market and media theory. Amongst his research topics are the following:

1. Media theory of content marketing

While content marketing certainly is a hot topic for marketing and communication practice, media theory has not engaged with it much as of yet. Just as much, the complexity of content marketing also has as of yet not been fully addressed by marketing theory. This is where Gutzmer wants to contribute. He questions how far media activities by companies or other organizations may be integrated into the structure of classical marketing approaches, and in how far media theory can help understanding them better.

His work is based on the hypothesis that when dealing with content marketing, classical sender-recipient theorems have to be rethought. Is a company that focuses on storytelling only a sender – or not rather also a recipient? And especially so when a content marketing strategy is not primarily related to print channels but very much based on social media mechanisms? Do corporations themselves act as media protagonists? This considered, the question is how we have to rethink a corporation’s role as a marketing player, given that when doing content marketing, there are many new complexities, arising from the linkages to the (previously dominating) media protagonists, the journalists.

2. Innovation, branding and the smart city

In open innovation theory, the role of corporations as drivers for technological, economic and social innovation is being reconceptualized. In that regard, research increasingly focuses on the city as a creative space. How does innovation originate in an urban context? Gutzmer analyses how corporations – as urban protagonists – remain respectively become drivers of incremental and disruptive innovation. In the course of an ever unfolding digitalization and of the idea of the smart city taking ground, he looks at the contemporary (business) culture as both a digital and decidedly spatial one. And he thinks through what this means for branding – not just for city branding, but for marketing and branding activities of all companies.

3. Architecture as communication

In cultural theory, the idea of a universal mediatization is being viewed rather critically. Also, when we look at the media-saturated contemporary reality, then instead of mediatization as a relatively homogenous meta process, many different and individual mediatization processes seem to occur. Following this idea, Gutzmer examines the media-related reconception of architecture in his research. He looks at the ways in which architecture can be interpreted in a media-related manner and how far it can serve as a medium. He links his analysis to the standard of research in the fields of both communication studies as well as marketing and especially branding.

4. Digital journalism

Often, digitalization is primarily seen as an economical process of change. From this perspective, journalists mostly seem to take the role of the victim. The journalistic space of possibilities presenting itself by the digitalization of culture and economics takes a backseat behind this approach. This is where Gutzmer will put his scientific focus on, striving to analyze the transformation of journalistic work in the light of new prospects and new (quality) standards currently taking root.





  • M.A. Communication & Leadership
  • MBA Communication & Leadership
  • MBA Public Affairs & Leadership
  • International MBA Communication & Leadership





Gutzmer, A. 2017: Marken in der Smart City. Wie die Cyber-Urbanisierung das Marketing verändert. Wiesbaden: Springer Gabler

Gutzmer, A. 2016: Urban Innovation Networks. Understanding the City as a Strategic Resource. Heidelberg: Springer

Gutzmer, A. et al. 2016: Art of the Airport. The World’s Most beautiful Terminals. London: Frances Lincoln

Gutzmer, A. 2015: Architektur und Kommunikation. Zur Medialität gebauter Wirklichkeit. Bielefeld: transcript

Gutzmer, A. et al. 2015: Faszination Flughafen. Die schönsten Airports und ihre Geschichten, Munich: Callwey

Gutzmer, A. 2013: Brand-Driven City Building and the Virtualizing of Space. London: Routledge

Gutzmer, A. et al. 2013: Schauplatz Tatort. Die Stadt, der Film und der Tod. Munich: Callwey

Gutzmer, A. et al. 2012: Fußball-Wunder-Bauten. Die schönsten Stadien und ihre Geschichten. Munich: Callwey


Selected Articles

Gutzmer, A. 2018: PR und Populärkultur. Zum Image der Public Relations in US-amerikanischen TV-Serien. In: Hoffjann, O., Seidenglanz, R. (Hrsg.): Allmächtige PR, ohnmächtige PR. Die doppelte Vertrauenskrise der PR. Wiesbaden: Springer Gabler

Gutzmer, A. 2017: Donald Trump hasst Städte. Über die kreative Uneindeutigkeit im städtischen Raum. In: Kursbuch 190, S. 14-29

Gutzmer, A. in print: Digital Media Reflexivities. The Axel Springer Campus in Berlin. In: International Journal of Cultural Studies

Gutzmer, A. et al. 2017: Warum diese Stadt gegen Trump immun ist. In: Die Welt, 5. Januar, p. 10

Gutzmer, A. 2016: Identität in Wellenform. In: Focus Spezial Top-Architekten 2017, S. 80-85

Gutzmer, A. 2016: Transforming an Urban Utopia. In: Topos. International Magazine for Landscape Architecture 96, p. 64-69

Gutzmer, A. 2016: Living (and Dying) in a Box. In: Topos. International Magazine for Landscape Architecture 94, p. 60-65

Gutzmer, A. 2016: Vom Kollektor zum Integrator. Das Stadion als kultureller Raum. In: Nienhoff, H. (Hrsg.): Re(v)erences: Volkwin Marg – Stadium-Architecture of von Gerkan, Marg and Partners. Munich: Callwey, p. 16-22

Gutzmer, A. 2016: In die Tiefe des digitalen Raumes gehen. In: Berlin Marketing Journal 1, S. 104-111

Gutzmer, A. 2015: The Real World of Storytelling. In: Communication Director 4, p. 52-55

Gutzmer, A. 2015: The Crucial First 100 Days. In: Communication Director 2, p. 32-35

Gutzmer, A. 2015: Der Architekt und das „Land“ – eine schwierige Beziehung. In: Schneider, W. (ed.): Regionale Baukultur. Anspruch und Wirklichkeit. Hanover: Architektenkammer Niedersachsen, p. 14-17

Gutzmer, A. 2014: Wem nützen Brasiliens neue Fußballstadien? In: Baumeister 6, p. 88-98

Gutzmer, A. 2013: Globale Massenornamente. Werbekultur als Designkultur. In Y. Milev (ed.): Design Kulturen. Der erweiterte Designbegriff im Entwurfsfeld der Kulturwissenschaft. Munich: Wilhelm Fink

Gutzmer, A. 2013: Los Angeles – Labor der Moderne? In: Baumeister 7, p. 90-95

Gutzmer, A. et al. 2013: Woher kommt der Museumsboom? In: Baumeister 5, p. 72-77

Gutzmer, A. 2013: Der Anti-Libeskind. In: Baumeister 3, p. 24-35

Gutzmer, A. 2012: Wie lebendig ist die Stadt? In J. Franzke (ed.): Jo Franzke Architekten. Wohnen 2007 – 2012. Freiburg: freiburger graphische betriebe

Gutzmer, A. 2012: Freunde des Hybriden. In: Baumeister 10, p. 8-13

Gutzmer, A. 2012: Partizipation mit und ohne Alpträume. In: Baumeister 9, p. 68-73

Gutzmer, A. 2012: Zwischen Marktplatz und Megamedium. In: Baumeister 9, p. 74-77

Gutzmer, A. et al. 2012: Zirkus mit 500 Akrobaten. In: Baumeister 8, p. 82-85

Gutzmer, A. 2012: Basildon Blues. In: Baumeister 7, p. 52-53

Gutzmer, A. 2012: Visueller Piekser. In: Baumeister 5, p. 42-49

Gutzmer, A. 2012: Battle of the icons. In: think:act special Arabia, p. 34-39 

Gutzmer, A. 2011: Magie zwischen Buchdeckeln. Wie Corporate Books die Markenführung beeinflussen. In M. Hasenbeck, E. Wolf (eds.): Corporate Books. Unternehmensliteratur als Markenbotschafter. Wiesbaden: Gabler, p. 27-34

Gutzmer, A. 2011: Becoming a better leader. In: think:act 15, p. 26-27

Gutzmer, A. 2011: Brand bias in a mandarin collar: how the Chinese buy. In: think:act 14, p. 32-35

Gutzmer, A. 2011: Asia remains a growth driver. In: think:act 14, p. 44-47

Gutzmer, A. 2011: Geschichte zweier Städte. In: Baumeister 11, p. 32-39

Gutzmer, A. 2011: Mehr Nischen schaffen! Interview mit Bjarke Ingels. In: Baumeister 10, p. 47-51

Gutzmer, A. 2011: Benefiting from complexity. In: think:act 13, p. 52-55

Gutzmer, A. et al. 2011: Metropole als Wohngemeinschaft. Mobil bleiben – wie Stadt auch künftig funktioniert. In: Baumeister 6, p. 45-49

Gutzmer, A. 2011: Städte häkeln. Ein Interview mit Meinhard von Gerkan. In: Baumeister 6, p. 62-65

Gutzmer, A. 2010: In Africa, financial Inclusion. In: think:act 11, p. 46-47

Gutzmer, A. 2010: Clear up the system! In: think:act 10, p. 8-11

Gutzmer, A. 2010: Banking on retail. In: think:act 9, p. 48-49

Gutzmer, A. et al. 2009: Wandel inszenieren. Kommunikation mit Entscheidern als Erfolgsfaktor im Change-Prozess. In T. Oltmanns, M. Kleinaltenkamp, M. Ehret (eds.): Kommunikation und Krise. Wie Entscheider die Wirklichkeit definieren. Wiesbaden: Gabler, p. 139-150

Gutzmer, A. 2008: Self-help for CEOs. In: Business Strategy Review Vol. 17/4

Gutzmer et al. 2008: So faszinieren Sie Dirigenten. In T. Oltmanns (ed.): Eliten-Marketing. Wie Sie Entscheider erreichen. Frankfurt/Main: Campus, p. 154-171

Gutzmer, A. 2008: Eisige Spitze. Chef sein macht einsam. In Spiegel online, June 15

Gutzmer, A. 2008: Tom Peters: Wirtschaftsvisionär, Guru, Popstar. In Manager Magazin online, March 21

Gutzmer, A. 2007: The world market’s new leaders. In: think:act 6, p. 42-45

Gutzmer, A. 2007: Shopping on the bazaar of identities. In: think:act 5, p. 8-10

Gutzmer, A. 2007: Bring back Liberalization. In: think :act 4, p. 8-11

Gutzmer, A. 2006 : Die Kunst, einen Unterschied zu machen. In : Dörfel, L. (ed.): Strategisches Corporate Publishing. Konzepte, Tools und Innovationen. Berlin: Deutsche Presseakademie, p. 131-135

Gutzmer, A. 2006: Down with the status quo. In: think:act 6, p. 8-11

Gutzmer, A. 2006: Learning from Lagos. In: think :act 7, p. 56-58

Gutzmer, A. 2005: Die neuen Edelfedern. In: pressesprecher 1, p. 12-15

Gutzmer, A. 2005: Der Chef als Marke. In : pressesprecher 4, p. 12-15

Gutzmer, A. et al. 2005: Durchblick im Beziehungswald. In : pressesprecher 5, p. 12-15

Gutzmer, A. 2004: Die Doppelspitze. In: pressesprecher 7, p. 24-25

Gutzmer, A. 2004: Volkes Meinungsbildner. In: pressesprecher 8, p. 14-17


Public Presentations

October 7, 2015, Architektenkammer Niedersachsen, Hanover, Germany: Der Architekt und das „Land“ – eine schwierige Beziehung

Mai 5, 2015, Karlstad University, Karlstad, Sweden: Building media: the communicative complexities of Axel Springer’s new headquarters

September 20, 2014, Kommunikationskongress, Berlin, Germany: Corporate Architecture als Instrument der Unternehmenskommunikation?

June 5, 2013, Kongress der deutschen Fachpresse, Essen, Germany: Storystaging, Philosophytelling, oder: Zählt im Fachjournalismus eigentlich noch Qualität?

Dezember 8, 2011, Bauhaus-Universität, Weimar, Germany: Der Architekt und seine Medien

March 18, 2011, Goldsmiths College, University of London, UK: Mediating Space. Brand building through brand buildings



Gesellschaft für Medienwissenschaft (German Society for Media Studies)

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