Dr. Houssam Jedidi
Associate Professor of Marketing
Biography:
Dr. Houssam Jedidi is Associate Professor at Al Yamamah University, Khobar, Saudi Arabia. He received his doctorate (summa cum laude) in Marketing from Johannes-Gutenberg-University, Mainz, and Columbia Business School, New York. He has extensive international academic and industry experience in luxury marketing, artificial intelligence, decision theory, and data science. Dr. Jedidi has held teaching and research positions at institutions including the Hong Kong University of Science and Technology, Provadis School of International Management & Technology, Media University of Applied Sciences Frankfurt, Columbia Business School, Singapore Management University, and Mohammed VI University. He has also founded and led data science companies and consulting firms, working with international clients across the luxury, retail, and technology sectors.
Publications:
- Investigating the Evolution of Luxury Consumers’ Preferences for Ecological Luxury Products (LVMH-SMU Luxury Conference, 2018)
- Prestige Pricing in Markets for Luxury and Premium Products (Journal of Scientific Research and Reviews)
- WTP for Luxury EVs and their Attributes (Scientific Journal of Research and Reviews, 2019)
- Reviewing and Structuring Luxury Research: Text Mining and Topic Modeling (Luxury Symposium Conference, 2022)
- When and How Marketing Managers Should Use AI Agents in Service Recovery (Frontiers in Service, 2024)
- Multipower consumers form their reasons for and against chatbots? An asymmetric configurational model. Chaouali Walid, Woodside Arch, Jedidi Houssam, Mjahed Samiha, Yogeeswaran Kumar, Jochen Wirtz. International Journal of Contemporary Hospitality Management
- Chatbots Service-Provider Agents in Service Recovery: The Effects of Economic and Symbolic Strategies on Humanness Perceptions and Customer Recovery Satisfaction. Alsaid, K., Mjahed S., Al Motairi M., Hakimi M., Jedidi. H,, under review Journal of Consumer Affairs.
- R How consumers perceive and react to AI-chatbots in service recovery: the serial mediating role of Mind Perception and Psychological Distance”. Alsaid, K; Mjahed S., Al Motairi M., Hakimi.M; Jedidi. H 2nd round review Journal of Service Theory and Practice
Conferences:
- Luxury Education Foundation Round Table, Columbia University (2016–2017)
- LVMH-SMU Luxury Conference, Singapore (2018)
- Global Fashion Management Conference, Paris (2019)
- Luxury Symposium Conference (2022)
- Frontiers in Service Conference, AMA (2024)
Teaching:
Dr. Jedidi has built a diverse and international teaching portfolio that bridges the gap between business and informatics. He has designed and delivered modules for both business and IT students, firmly believing that connecting these two domains creates a unique competitive advantage in today’s global economy. His courses span Luxury Marketing, Market Research, Machine Learning, Artificial Intelligence, Multivariate Analysis, Data Science, Innovation Management, Marketing in Theory and Practice, Decision Theory, and Psychological Methodologies.
Through his teaching, informatics students have learned to apply statistical and computational models directly to real business challenges, while management and business students have been introduced to the transformative potential of AI and data-driven decision-making. Importantly, Dr. Jedidi emphasizes that AI is not a “black box” or a form of magic; instead, he equips students with the knowledge to understand its mechanisms, limitations, and applications. By shedding light on both the opportunities and the potential pitfalls of AI, students develop a critical yet practical perspective.
Beyond the classroom, Dr. Jedidi has supervised over 200 bachelor’s theses and more than 100 master’s theses, many in close cooperation with leading international companies such as Ferrari, Rolex, Mercedes-Benz, Deutsche Telekom, and Sanofi. This close collaboration with industry ensures that students not only gain strategic insights but also acquire the analytical skills to make informed, evidence-based decisions while addressing real-world business problems.
Undergraduate Courses
- Provadis School of International Management & Technology
- Multivariate Analysis
- Data Literacy
- Data Science & Market Research
- Media University of Applied Sciences Frankfurt
- Psychological Methodologies
- Statistics I & II
- Johannes Gutenberg University Mainz
- Market Research / Marketing Plan / Marketing in Theory & Practice / Global Competition / Luxury Marketing (Bachelor & Master program mix, but included at bachelor level too)
- General Teaching
- Supervising Bachelor Theses
Graduate Courses (Master, MBA, PhD level)
- HKUST – Hong Kong University of Science and Technology
- Luxury Marketing & AI (Guest Lecturer)
- Provadis School of International Management & Technology
- Machine Learning & Artificial Intelligence
- Decision Making a (Master)
- Data Science & Market Research
- Decision Theory & Multivariate Analysis
- Supervising Master Theses
- Media University of Applied Sciences Frankfurt
- Advanced Statistics
- Psychological Methodologies
- Market Research
- Marketing Models
- Innovation Management
- Practice in Innovation Management
- Johannes Gutenberg University Mainz
- Quantitative Methods
- Global Competition
- Marketing Models -Empirical Models
- Market Research
- Marketingplan
- Data Science
- Hochschule Darmstadt
- Market Research & Marketing Analytics (Master)
- R for Statistics (Master)
- Text Mining & Topic Models (Master)
- Singapore Management University (SMU)
- Luxury Research (Master, cooperation with LVMH)
- Mohammed VI University Marrakech
- Luxury Marketing (MBA & Master)
- Market Research (Master)
- Columbia Business School
- Luxury Marketing (MBA & Master)
- Market Research (Master)
- Statistics & Marketing Models (Master)
Services:
Alongside his academic career, Dr. Jedidi has been deeply involved in industry, consultancy, and academic service. He, acts as a reviewer for the American Marketing Association (since 2019) and the International Journal of Research in Marketing (since 2020). He, also co-directs the Center for Luxury Research & Brand Switch, advancing cutting-edge projects in luxury brand management at the Johannes Gutenberg University of Mainz.
As CEO of UniConsult UG and founder of Market360Degrees Sarl and DATAMOTOR GmbH, he has helped companies integrate AI solutions, build data readiness, and align technology with business strategy. His portfolio includes leading projects for major European corporations such as ANWR Group, the largest German player in the footwear industry, and Beauty Alliance, a leading cosmetics group in the Europe, where he designed and implemented AI strategies and data-driven business transformation projects. Beyond these, Dr. Jedidi has supported numerous organizations across retail, beverages, and luxury sectors with projects ranging from predictive analytics to pricing optimization and customer insights, always ensuring that innovation is translated into measurable business value.
Academic Service
- Reviewer for the American Marketing Association (AMA) since 2019
- Reviewer for the International Journal of Research in Marketing (IJRM) since 2020
- Co-Director of the Center for Luxury Research & Brand Switch (Johannes Gutenberg University of Mainz), advancing projects in luxury brand management
Entrepreneurship & Consultancy
- CEO, UniConsult UG
- Founder, Market360Degrees Sarl (Tunisia)
- Founder & Senior Data Scientist, DATAMOTOR GmbH (Germany)
Industry Collaboration & Impact
- Led AI strategy and data-driven transformation projects for ANWR Group (largest German footwear retailer) and Beauty Alliance (leading European cosmetics group)
- Supported major corporations in retail, beverages, and luxury sectors with projects in:
- Predictive analytics
- Pricing optimization
- Customer insights
- Data readiness & AI integration
- Ensures innovation is consistently translated into measurable business value