Marketing

• Consumer behavior, particularly in response to innovative technologies and AI applications
• Consumer behavior in green and sustainable marketing
• Marketing communication and advertising strategies in the context of digital marketing and emerging media
• Customer experience and customer experience management

• Since 01/2018: Academic Assistant at the Chair of Business Administration esp. Marketing, Prof. Dr. Decker

• 11/2016 – 07/2017 International Business Development Manager – Building Radar GmbH
• 01/2016 – 10/2016 Market & Consumer Insights Researcher – Grohe AG
• 03/2011 – 03/2013 Customer Service Officer – HSBC
• 11/2007 – 01/2011 Sales & Service Representative – Commercial International Bank

• Souka, M., & Decker, R. (2025). Consumer reactions to AI vs. human agents in advertising videos: Does disclosure matter? 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference, Zagreb, Croatia, July 7–10.
• Souka, M., Decker, R, Flaswinkel, A.M. (2024). The Role of Two-Sided Messages in Addressing Greenwashing Perceptions and Promoting Sustainability, 30th Recent Advances in Retailing and Consumer Science (RARCS) Conference, Fuerteventura, Spain, June 27-30.
• Souka, M., Bilstein, N., Decker, R., Er, B., Hellwig, J. (2022). Augmented Reality to Ameliorate Customer Participation? An Experimental Study on How the Instruction Form Impacts Customer Participation Outcomes, 28th Recent Advances in Retailing and Consumer Science (RARCS) Conference, Baveno, Italy, July 23-26.
• Souka, M., N. Bilstein, R. Decker. (2021). Communicating Benefits and Threats? An Experimental Study on the Effectiveness of Two-Sided Messages for Advertising In-Store Technologies, 50th European Marketing Academy Conference (EMAC), Virtual Event, Madrid, Spain, May 25-28.
• Souka, M., D. Böger, R. Decker, C. Stummer, A. Wiemann (2019). Is more automation always better? An empirical study of customers willingness to use autonomous vehicle functions, International Conference on Challenges in Managing Smart Products and Services, Bielefeld University.

• Souka, M. (2026). AI Versus Humans in Marketing: A Systematic Review and Empirical Evidence from Advertising, Zayed University Dubai.
• Souka, M. (2025). AI vs. Human Agents in Advertising Videos: Does Transparency Play a Role?, University of Bayreuth.
• Souka, M. (2025). Customer Experience Management: Roots, Foundations, and Innovations, University of Bayreuth.

SoSe 2026

• Sonderformen des Marketings (Customer Experience Management)
• Masterkolloquium zum Marketing (with R. Decker )

WiSe 2025/26

• Seminar zum Marketing (Master)
• Masterkolloquium zum Marketing (with K.M. Heimann and R. Decker)

SoSe 2025

• Seminar zum Marketing (Master)
• Praktische Übung zum Digitalen Marketing (Master)

WiSe 2024/25

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Digitalen Marketing (Master)

SoSe 2024

• Seminar zum Marketing (Master)
• Praktische Übung zum Digitalen Marketing (Master)

WiSe 2023/24

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master)

SoSe 2023

• Seminar zum Marketing (Master)
• Praktische Übung zum Digitalen Marketing (Master)

WiSe 2022/23

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Digitalen Marketing (Master)

SoSe 2022

• Seminar zum Marketing (Master)
• Praktische Übung zum Digitalen Marketing (Master)

WiSe 2023/24

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master)

SoSe 2023

• Seminar zum Marketing (Master) (with A. Flaswinkel)

WiSe 2022/23

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master)

SoSe 2022

• Seminar zum Marketing (Master) (with N. Bilstein)
• Bachelorkolloquium zum Marketing (with A. Flaswinkel)

WiSe 2021/22

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master): Customer Journey Mapping

SoSe 2021

• Seminar zum Marketing (Master) (with A. Max)
• Masterkolloquium (with M. Rump)

WiSe 2020/21

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master): Customer Journey Mapping

SoSe 2020

• Seminar zum Marketing (Master) (with A. Max)
• Masterkolloquium (with A. Flaswinkel)

WiSe 2019/20

• Sonderformen des Marketings (Customer Experience Management)
• Praktische Übung zum Marketing (Master) (with M. Löffler)
• Seminar zum Marketing (Master) (with A. Max)

SoSe 2019

• Praktische Übung zum Marketing (Master)
• Seminar zum Marketing (Master) (with A. Max)
• Masterkolloquium (with J. Klostermann and A. Max)

WiSe 2018/19

• Sonderformen des Marketings (Customer Experience Management)
• Seminar zum Marketing (Master) (with A. Max)
• Masterkolloquium (with J. Klostermann and A. Max)

SoSe 2018

• Praktische Übung zum Marketing (Bachelor)
• Seminar zum Marketing (Master) (with A. Plumeyer)
• Masterkolloquium (with D. Böger, J. Klostermann and A. Plumeyer)

02/2018 – 11/2023

• Doctoral studies at Bielefeld University
• Program of Study: Business Administration (Marketing)
• Title of Dissertation: Essays on Customer Perceptions and Experiences in an Innovative Era
• Degree as Dr. rer. Pol.

04/2013 – 06/2016

• Master-Study at Bochum University
• Program of Study: Economics
• Profile: Marketing Research Methods, Behavioral Economics, International Business/ Marketing
• Master of Science in June 2016

09/2009 – 08/2011

• Master-Study at Arab Academy for Science (AASTMT)
• Program of Study: Business Administration (Marketing)
• Profile: Marketing Management, Consumer Behavior, Marketing Research
• MBA in August 2011

09/2002 – 05/2006

• Bachelor of Commerce at Alexandria University
• Program of Study: Commerce
• Profile: Accounting, Finance, Management, Marketing
• Bachelor of Commerce in May 2006