The "Friend Finding" Feature No One Asked For: OpenAI’s Pivot to Surveillance Capitalism
How the February 2026 privacy update transforms ChatGPT from a tool into a tracking ecosystem.
Latest
Rethinking Internationalisation: A Strategic Framework for Higher Education Leadership
Global higher education stands at a critical juncture. Shifting geopolitical realities, funding challenges, and increasing competition for global talent are reshaping the landscape in which universities operate.
The 6 Stages of Marketing Evolution (And Why Most Businesses Are Stuck in the Past)
From Henry Ford to TikTok, marketing has moved from simple production to psychological prediction. Explore 6 eras through cases like Haier and Nokia to understand why the 'Hard Sell' has had its day.
The End of the Honeymoon: OpenAI Just Dropped the Ad Bomb
The "Clean Web" is dead. As OpenAI pivots to ads, we analyse the shift through Doctorow’s "Enshittification" theory and the rise of Paid Answer Optimisation. Plus: The Friday Briefing on Balenciaga’s ugly luxury, the TikTok deal, and Apple’s Gemini pivot.
Dissertation Topic #1: Generative Engine Optimization (GEO) – The "Death of SEO"
To study the future of AI, you must look to the past of psychology. This blueprint for an empirical dissertation on Generative Engine Optimization (GEO) shows how to anchor modern tech in established theory and design a rigorous experiment for a distinction grade.
The Anatomy of a Dissertation: A Chapter-by-Chapter Blueprint
Many students fail because they view a dissertation as five separate essays stapled together. A Distinction student views it as one single argument, sliced into five chapters.
5 Marketing Dissertation Topics for 2026 (That Your Supervisor May Actually Approve)
Most dissertation proposals are rejected because they lack scope, not potential. Discover five distinction-grade Marketing dissertation topics for 2026 that hit the 'Golden Triad' of Currency, Criticality, and Focus—from the rise of AI Agents to the psychology of 'De-Influencing'.
The "Hidden Curriculum": 4 Rules Every UK Marketing Dissertation Follows (That They Don't Always Tell You)
I looked at Dissertation handbooks from 22 Universities to workout what a dissertation really means. Here is the blueprint.
The "Lanzhou Spike": Why Your Analytics Are Lying to You (And What It Means for Strategy)
A sudden traffic spike from Lanzhou, China, isn't a viral hit, it's a data integrity problem. We explore how this AI bot wave is distorting your GA4 metrics, creating "conversion rate illusions," and the strategic steps you must take to filter the noise.
Let’s (Not) Get Physical: Why Adding Physical Versions to Digital Products Can Undermine Their Value
New research by Rob Angell shows that adding physical versions to unique digital assets can reduce their value. This article explores the cross-format dilution effect and its implications for digital marketing strategy.
Digitalisation for SMEs: Doing More with Less
How can small businesses embrace digital tools without big budgets? This article explores how SMEs can adopt tech creatively using entrepreneurial marketing logic—blending effectuation, bricolage, and lean testing to drive growth on their terms.
The Rise of AI-Generated Models in Fashion
AI-generated models like Lil Miquela and Shudu are redefining fashion marketing. Discover how brands like H&M are embracing digital twins, the benefits they offer, and the ethical questions they raise about authenticity and diversity.
Higher Education
Outrunning the Bear: Surviving (and Thriving) in the New Higher Education Landscape
There’s an old survival adage: “You don’t need to outrun the bear—just the person next to you.” Right now, that saying rings more true than ever. With funding crises looming, international student flows uncertain, and institutional costs rising, the metaphorical bear is real—and hungry. For universities,
behavioural-science
Beyond Economics: Why Trump’s Return Demands a Rethink of Marketing Models and Teaching
As Trump returns to power and tariffs rise, core marketing models rooted in stability face new challenges. This article explores how political disruption is reshaping both marketing strategy and how the subject is taught in business schools worldwide.
martech
Execution is Everything: Aligning Digital Strategy with Customer Communication
Choosing the right digital marketing strategy is only half the battle. The next challenge is execution —how businesses communicate their message, engage customers, and allocate resources effectively.
martech
The Power of Prioritisation: Using AHP to Choose the Right Digital Marketing Strategy
Marketing today is more complex than ever. Businesses must navigate an overwhelming number of digital channels, from search engine optimisation (SEO) and pay-per-click (PPC) advertising to influencer marketing and email campaigns.
martech
From Gut Feeling to Data-Driven Decisions: How Marketers Can Build Better Digital Strategies
Marketing strategy has long been shaped by a mix of intuition, experience, and market trends. While gut feeling can sometimes lead to strong results, businesses increasingly require structured decision-making to stay competitive.
sustainable marketing
Virtual Travel vs. Real Travel: Is the Metaverse the Future of Eco-Tourism?
Introduction: The Rise of Virtual Tourism in an Era of Sustainability The tourism industry has long been at the crossroads of economic opportunity and environmental responsibility. With global travel contributing significantly to carbon emissions, the sector faces mounting pressure to adopt more sustainable practices. In response, digital transformation is presenting
sustainable marketing
From Loyalty Points to AR Adventures: How Gamification is Reshaping Tourism
The Rise of Gamification in Tourism Tourism has always been about experiences, but the rapid acceleration of digital technology is changing the way consumers interact with destinations, brands, and loyalty programmes. Gamification—the application of game-like mechanics to non-game environments—is emerging as a powerful tool to engage travellers, influence
sustainable marketing
The Rise of the Eco-Influencer: How Social Media is Driving Sustainable Travel
Sustainable tourism has transitioned from a niche trend to a central pillar of the modern travel industry. As concerns over climate change, environmental degradation, and cultural preservation grow, travellers are becoming increasingly discerning about their choices.
sustainable marketing
Blockchain & Digital Transparency: The Next Step in Eco-Certifications?
As eco-conscious travellers demand greater transparency, blockchain technology is emerging as a powerful tool to verify sustainability claims and prevent greenwashing in tourism.
ai-marketing
AI-Powered Sustainability: How Smart Tech is Revolutionising Eco-Tourism
As digital transformation reshapes industries, the tourism sector is undergoing a fundamental shift. Sustainable tourism is no longer just about adopting eco-friendly practices; it is about leveraging cutting-edge technology to monitor, personalise, and optimise sustainability efforts.
sustainable marketing
The Digital Transformation of Sustainable Tourism: From Greenwashing to Genuine Impact
Sustainable tourism is at an inflection point. Consumer demand for eco-friendly travel has never been higher, but so has skepticism. With sustainability claims under intense scrutiny, businesses that rely on surface-level green marketing risk losing credibility.
Dissertation
Mastering Dissertation Structure: How to Link Each Section Seamlessly
Writing a dissertation is a journey that requires not only in-depth research but also a clear, logical structure that ties all sections together. One of the biggest challenges students face is ensuring their dissertation reads cohesively, with every part connected to the research question and objectives. In this article, we