Born in Carinthia, I moved to Vienna to study. I worked as an assistant professor at the Institute for Trade and Marketing (WU Vienna). I have a lot of practical (e.g. from brand management at Manner) and research experience (e.g. as a visiting scholar at the University of Florida) and would therefore describe myself as a marketing nerd with a southern-friendly mentality.
As a Senior Lecturer & Researcher in the Marketing and Relationship Management department, I focus on the topics of consumer behavior (especially that of older consumers), social change, social media marketing, trade marketing and service marketing.
What I particularly like about the Salzburg University of Applied Sciences is the friendliness and commitment of the students and colleagues. Also, it is simply in a nice “spot”.
Curriculum vitae
Dr. Robert Zniva studied international business administration (IBW) at the University of Vienna and specialized in marketing and industrial management. During his master’s degree, he was able to gain practical experience at the Vienna Chamber of Commerce, the foreign trade office of the WKO in Tokyo, in the event management sector and in management consulting. After he had already been involved in the “Aging Society” project at the Institute for Trade and Marketing as a research assistant in 2008, he completed an internship at Josef Manner & Comp AG in the area of brand management. From 2010 to 2015, Robert Zniva worked as a university assistant prae doc at Institute for Commerce and Marketing. In 2016 he joined the institute’s team as an assistant professor. Since February 2017, Dr. Robert Zniva Research and teaching assistant at the Salzburg University of Applied Sciences in the field of marketing and relationship management. At the Institute for Commerce and Marketing, he continues to work as a lecturer and adjunct research fellow.
In the summer semester 2013 (6 months) and in the summer months of 2014 and 2015, he completed research stays at the David F. Miller Retailing Center at the University of Florida, and in summer 2015 also a research stay at Arizona State University. At the moment, Dr. Zniva with two subject areas. On the one hand, his research focus is on buying behavior and the special needs of older consumers, on the other hand, he also examines the effect of Facebook fan pages.
His diploma thesis on “The Influence of Age on Consumer Behavior” was awarded the 2008 Vienna Prize for Retail Research. In 2011, he and two colleagues also received the 2011 Prize for Excellent Teaching from the Vienna University of Economics and Business. In 2013 he was furthermore together with Dr. Eva Lienbacher was awarded a WU award for special achievements in research and teaching. In 2015 he received the Chamber of Commerce Prize 2015 together with Stefan Wiesel-Severin. His dissertation was published in 2016 by Springer Verlag under the title “Older Consumers in Retail and Marketing”. His latest publication is an overview article on aging in consumer behavior entitled “It’s not how old you are but how you are old: A review on aging and consumer behavior” published in Management Review Quaterly.
Robert Zniva presented previous research results at renowned scientific conferences such as the ACR North American Conference, the AMA Summer Marketing Educator Conference, the European Marketing Association Conference (EMAC), the Academy of Marketing Science Annual Conference and the Global Marketing Conference (GMC).
His research projects and stays were financially supported by various grants, grants and awards. He received the NEURUS-Atlantis Scholarship, the WU Mobility Scholarship and the WU High Potential Contact Weeks Scholarship for research stays. Previous research projects were financially supported by WU small project funding, the anniversary fund of the City of Vienna and the 2015 Chamber of Commerce Prize.
RESEARCH FOCUS
- Consumer behavior
- Trade management
- Communication
- Gerontology
You can find an overview of previous scientific achievements HERE.
TEACHING (courses held so far)
- Aging & Marketing (German / English)
- Digital Marketing (German)
- Case studies from retail and marketing (German)
- Basics of Marketing (German)
- Intercultural Marketing (English)
- International Retailing (English)
- Consumer behavior (German / English)
- Methods of trade and marketing research (German / English)
- Market research (German / English)
- Seminar in trade and marketing (German)
- Strategic Marketing (German / English)
PRESS
“Drogeriekette DM auf Wachstumskurs” Interview in ORF Salzburg Heute, 2.Juni.2018
“You cannot manage what you cannot measure” Regal. Februar 2018
“Ältere Kunden haben andere Bedürfnisse” kärnten.orf.at. 28.November 2017
“Neue Wege für Direktvermarkter” kärnten.orf.at. 24.November.2017
“Analysis: Why retailers should be engaging the the ageing” Retail Week. 28.Juli.2017
“Wegweisender Fachkongress über alpinen Gesundheitstourismus” Salzburger Wirtschaft. 12.Mai 2017
“Zeit und Geld vorhanden” Handelszeitung (Titelgeschichte). 31. Jänner 2017
“Warum Metallica keine Fahrstuhlmusik ist” ORF Science. 22. Dezember 2016
“Lebensmittel frei Haus – Die Zukunft des Einkaufs” Österreichische Bauernzeitung. 17. November 2016
“Studie: Was Ältere wirklich wollen” Handelszeitung. 9.November 2016
“Ältere Konsumenten in Handel und Marketing” Regal November 2016
“Samsungs Marke nicht zwingend beschädigt, jedenfalls bekannter” Der Standard. 19. Oktober 2016
“Offene Kommunikation ist die beste Strategie für den Markenwert” Interview im Ö1 Morgenjournal am 12.Oktober 2016 um 8:00
“Handel: der Mythos vom alten Kunden” Die Presse. 10. Oktober 2016
“Der Diskont – ein deutscher Exportschlager” Die Presse. 10.Juni 2016
“Händler auf Facebook – Wirkt der elektronische Postwurf?”, Regal, Jän. 2012
“Ist der 50+ Markt eine Chimäre?”, Regal Nov. 2010
LECTURES (PRACTICE)
2018: “Wie funktionieren Marken?” Vortrag auf der Öffentlichkeitsarbeit Tagung des Österreichischen Bundesheeres, Mittersill (Salzburg), Österreich.
2017:”Neue Trends aus Handel und Marketing” Vortrag am Bildungstag der Kärntner Landwirtschaft, Afritz (Kärnten), Österreich
2017:”Ältere Konsumenten in Handel und Marketing” Vortrag am alpinen Gesundheitskongress “Heilkraft der Alpen”, St. Johann im Pongau (Salzburg), Österreich
2017: “It´s not how old you are but how you are old” Vortrag im Rahmen des National Retail Research Knowledge Exchange Centre (NRRKEC) Retail Symposiums, Nottingham Trent University, UK.
2017: “Die Auswirkungen des gesellschaftlichen Wandels auf den Lebensmittelhandel” Vortrag für die Lieferanten des Lagerhaus Lavanttal, Wolfsberg (Kärnten), Österreich.
2016: „Die Auswirkungen des gesellschaftlichen Wandels auf Handel und Marketing im Lebensmittelbereich“ Vortrag im Rahmen des Workshops „Neue gesellschaftliche Entwicklungen und ihre Potenziale für Produktion und Vertrieb von Lebensmitteln“ AMA Austria, Wien, Österreich.
2014:”Marketing für die Aging Society – ein aktuelles Forschungsprojekt des Instituts für Handel & Marketing der WU Wien” Vortrag im Rahmen des Lebensmittelkongresses 2014, Wien, Österreich. (Vortrag gemeinsam mit Prof. Schnedlitz)
2010: “Convenience International – Österreich Quo Vadis?“ Vortrag im Rahmen des Convenience Day 2010, Wien, Österreich.
2008 : “Ladengestaltung 60+“ Vortrag im Rahmen des EuroShop Forums Architecture & Design auf der Euroshop 2008, Düsseldorf, Deutschland. (Vortrag gemeinsam mit Dr. Wolfgang Weitzl)