Dec 05
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Digital Marketing Trends and the Curriculum

Athanasios Patsiotis
Associate Professor of Marketing
School of Business

When: Monday, February 22, 15:00 – 15:50

Where: Deree Faculty Lounge

Organized by: Faculty Research Seminars 2015-16 Series

 


The purpose of this paper is to explore the relationships among academic research, marketing practice, and marketing education as a result of the emerging consumer behaviour in digital environments. Subsequently, the proposed conceptual framework would set the basis for the examination of specific aspects of the above relationships through an empirical study. A review of special issues, a sample of publications, and a content analysis indicate the increasing interest of researchers in digital marketing applications within different contexts. Practitioners increasingly recognize the impact of digital marketing developments on their marketing strategies, however marketing education may not equip graduates with what businesses want in order to implement effectively such strategies. The need for further research is indicated.


Athanasios G. Patsiotis is a member of the Deree Business faculty since 1999, and has taught across the curriculum. He currently teaches on Consumer Behavior, Marketing of Services, Internet Marketing, and Marketing Research. He has taught at postgraduate level in MBA courses, and he has teaching experience in distance learning programs in Greece and the UK. He has also working experience in marketing positions and logistics management in service operations in Athens and London. He is a graduate of the University of Athens in Mathematics and the University of Westminster London, where he earned a Master of Arts in Marketing. He was awarded a PhD by the Bristol Business School of the University of the West of England with a dissertation on consumers’ resistance to self-service technologies.

His current research interest focuses on services marketing, consumer behavior, and on the adoption of technological interfaces within the services industry sector. He has presented papers at international conferences and he has published in academic journals and practioner-based outlets. He has also served as an invited reviewer of several manuscripts for publication.