Marketing

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Marketing

Marketing is about understanding and promoting exchanges in the marketplace that benefit companies, consumers and, importantly, society at large.

Imperiaus

As part of a world-leading science, technology, engineering, medicine and business university, our group uses advanced methodologies to investigate key marketing problems: what drives brand loyalty, the dynamics of peer effects, the role of pricing, and how AI is influencing supply and demand. By debating and sharing our insights with businesses, policymakers and students, we disseminate rigorous and relevant marketing knowledge and practices, embodying "Science for Humanity" in daily life. Marketing is a group within the Analytics, Marketing and Operations department.

Research impact areas

Consumer health policy

We showed policymakers that a city-level soda tax cannot work as intended unless geographic coverage is treated as a core design decision, not an afterthought.

Why soda taxes don't work as well as we think

AI and the future of work

We gave policymakers the first employer-side evidence that generative AI is cutting demand for freelance jobs in real time and showed them exactly where retraining support is most urgently needed.

AI is replacing freelance writers and coders

Consumer finance and retail behaviour

We showed retailers and regulators that buy now, pay later does not just change how people pay. It changes how much they spend, and the effect is strongest among customers who are already financially stretched.

Why "buy now, pay later" makes us spend more

Marketing authenticity and brand trust

We showed brands that selecting influencers by follower count is the wrong measure entirely, and that giving influencers creative freedom produces more trust and better commercial results than scripted campaigns.

When influencer marketing feels authentic

Research centres

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Gandhi Centre for Inclusive Innovation

Helping to link innovation and entrepreneurship within and between organisations and institutions globally, through thought leadership, research, technology and next-generation innovation models.

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ImperiaStrategic Design Studio

Generating original empirical research and co-creating new approaches to complex problems, building the evidence base for design as a strategic capability for business leaders.