Rath Rattanakorn, M.A.

Rath Rattanakorn has been working as a research associate at the Chair of Innovation Management and Media since July 2025. He supports teaching, particularly in the areas of statistics, multivariate data analysis methods, as well as research and academic writing. In his own research, he focuses on the application of artificial intelligence in the music industry and employs structural equation modeling as his methodological approach. His research emphasis is on the acceptance of AI-based music generation models (Technology Acceptance and User Behavior).

Previously, from September 2024 to July 2025, he worked as a research associate at the Chair of Marketing and Media under Prof. Dr. Jutta Emes in the Faculty of Media Management. There, he independently contributed to the development and delivery of various research colloquia and supervised both bachelor's and master's theses.

In March 2024, Rath Rattanakorn completed his Master’s degree in Media Management at Bauhaus-Universität Weimar with distinction. He completed his Bachelor's degree in Applied Media (B.A.), specializing in sports, media, and event management, at the Ascenso Akademie für Business und Medien and Hochschule Mittweida.

He gained professional experience through internships at BMW Group in Munich and Bangkok in the fields of brand experience, marketing, and dealer development. Additionally, he worked as an assistant to the executive management at Rawida GmbH and as a freelance marketing consultant.