After starting his career as marketing professor at the ESSEC Business School and Sciences Po Paris, Andreas migrated to the ESCP Europe where he is part of the permanent faculty. His main research domain deals with analyzing virtual worlds such as Second Life and Active Worlds. Additionally, Andreas has carried out research in the areas of customer lifetime valuation, mass customization and public sector marketing. Besides 'Principles of marketing', Andreas teaches 'Advertising and media', 'International marketing', 'Political and public marketing' and 'Social media and virtual worlds'.
Andreas M. Kaplan completed his PhD at the University of Cologne and HEC School of Management Paris. He holds a Master of Public Administration (MPA) from the École Nationale d'Administration (ENA; French National School of Public Administration), an MSc from ESCP Europe, and a BSc from the University of Munich. Additionally, Andreas was visiting PhD at INSEAD.