Born in Hanover, she now lives with her family in Rostock. She studied business administration at the Technical University of Berlin and the Georg August University of Göttingen, with a scholarship abroad at the University of Valencia in Spain. In 2011, she received her doctorate from the Institute for Marketing at the Technical University of Berlin on the role of digital convergence and new technologies in consumer and innovation behaviour.
After working in international product management at August Storck KG, in various marketing consultancies and as a research assistant at the Technical University of Berlin and the University of Rostock, she was appointed professor of business administration (specialising in marketing and innovation management) at the Fachhochschule des Mittelstands in 2018. There, her responsibilities included managing the ‘Marketing Management B.A.’ degree programme.
Prof. Seidemann has gained teaching and research experience not only in Germany but also internationally: she has taught at the Sino-German College of Tongji University in Shanghai and at the Grande École Supérieure de Commerce in Toulouse. Prof. Seidemann's teaching is practical and interactive, focusing not only on classic marketing topics but also on the opportunities and challenges of digitalisation and the use of artificial intelligence in marketing. Her research focuses on consumer behaviour, particularly in relation to gift-giving, but also on innovation marketing, such as the influence of new products on purchasing and learning processes.