Dr. Markus Rach is an applied marketing scientist specializing in the impact of technology on marketing functions, encompassing artificial intelligence, Web3 technologies, and emerging digital media formats.

His work focuses on generating value for both the academic community and marketing practitioners. He holds a doctoral degree from the Maastricht School of Management at Maastricht University and possesses four master’s degrees, including an MBA from the Queensland University of Technology, IE Business School, the Open University, and the Maastricht School of Management. 

Dr. Rach has taught in undergraduate, postgraduate, and executive programs in Switzerland, Belgium, Malaysia, and China. Prior to joining Canadian University Dubai (CUD), Dr. Rach held the position of full professor of digital marketing at FHNW in Switzerland. Previously, he taught and conducted research at Shenzhen Technology University, where he also served as the director of marketing programs. Dr. Rach is also a guest professor at the KdG in Belgium and the IIBM in India. For his contributions, Dr. Rach has received multiple awards for best presentation and best paper. 

Dr. Rach has authored numerous books, primarily focusing on short-form video marketing. Notably, he conducted the first academic experiment on TikTok, which helped him build an audience of over 750,000 followers on the platform, establishing him as a recognized voice in the field of short-form video marketing.
Dr. Rach is also a sought-after speaker and has delivered talks globally, including a TEDx Talk on algorithmic consumption. Additionally, he holds active board seats with SwissCham in China and Swissmooh in Switzerland, where he provides advisory services on international marketing matters. 

Before joining academia, Dr. Rach held senior-level positions in strategy and marketing for multinational corporations, where he initiated some of the largest and most innovative marketing programs, campaigns, and collaborations, earning him multiple industry and marketing awards.