The Oversimplification Trap: How Academia Undermines Its Own Complex Initiatives
Universities occupy a unique position as institutions tasked with addressing some of the most pressing and complex challenges facing society.
Latest
Beyond the 4-Star Club: Why Research Funding Needs a Grassroots Revolution
Too many universities focus on those already publishing in 4 journals. This short-term focus risks burning out early career researchers, eroding research culture, and weakening recruitment. What if we built teams like football clubs — and invested in future excellence?
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.
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,
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.
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.
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.
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.
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.
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
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.
sustainable 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
MANG6262
The Evolution of Contemporary Marketing: Bridging Traditional and Digital Strategies
This shift from traditional to digital marketing can be seen across industries. One of the most illustrative examples is Coca-Cola, a global brand that has successfully navigated this transformation.
University
Decoding Data: A Ready Reckoner to Statistical Analysis for Marketing Dissertations
Data analysis can often be daunting, particularly when trying to determine the most appropriate statistical test for your unique set of data.
consumer behaviour
The Power of Social Proof: Harnessing Social Influence
Social proof has emerged as a luminous beacon, illuminating the path to consumer hearts and wallets. Its significance lies not merely in its existence, but in its profound impact on the human psyche.
Ethical Marketing
Exposing the Dark Side of Green Marketing: The Truth Behind Greenwashing Tactics
Greenwashing, the deceptive marketing practice of misleading consumers about a company's environmental practices, is gaining attention and causing concern. Recent reports highlight the impact of greenwashing on investor confidence and credibility in an environmentally conscious market.
Branding
The remarkable Creed Aventus
How much would you typically spend on a 100ml of (men's) fragrance? £30? £50? £100? North of this? In the world of fragrances, two pricing structures dominate - designer and niche. Designer brands incorporate those usual suspects: Davidoff, Chanel, CK, etc, whereas niche brands are (meant to be)
consumer behaviour
Conspicuous Consumption and Status Signaling: What Your Purchases Say About You
In Fortnum and Mason, two identical apple baskets with different prices spark curiosity. This reveals that customers pay more for experience, brand loyalty, and status symbols. Yet, it raises questions about whether the ‘stuff’ we buy truly brings us happiness.
Branding
You've got the Power!
Do you remember the Mighty Morphin Power Rangers? Kids across the world would tune in to each episode. Why? Probably not the unrealistic and convoluted storylines. A simpler answer is in the name: Power! Power shows up as a magnetic force (and even an aphrodisiac) in a number of settings.