Dr. Marzena Nieroda is an Assistant Professor in Marketing at the Alliance Manchester Business School, The University of Manchester, U.K. Her research evolves around personalising of complex services. Consequently, she is focused on delivering and communicating value at different steps of consumer journey, predominantly in the digital (online) context. Her research is grounded in core marketing concepts, mainly consumer behaviour, personalised communication approaches, product innovation, brand management, and marketing of new technologies.
Her recent research projects relate to marketing of technology-based innovations, also in health care settings. Focused on user/consumer requirements, Marzena explores the acceptability and feasibility of such innovations and develops marketing strategies for its successful launch and management. Marzena is a strong believer in highly personalized and user-centered marketing approaches that can enhance business performance and in the healthcare context create opportunities for positive social impact (e.g., by promoting well-being for all at all ages). She has contributed to research projects funded by Cancer Research UK, Greater Manchester Cancer Vanguard, and University of Manchester working within the wider context of wellbeing.
Marzena’s teaching expertise rests with all aspects of digital business strategy: UX (user experience) design and testing, website/conversion optimisation in the context of online retailing, managing digital media channels, inclusive of search engine marketing, online display, paid social, and social media.
Marzena has published in, and reviewed for a number of specialist conferences and international journals, such as Journal of Business Research, Industrial Marketing Management, Journal of Marketing Theory and Practice, and Journal of Medical Internet Research Publications, contributing to the fields of business/marketing and health care research. Marzena is an editorial board member of the Journal of Business Research and she is a recipient of three best paper awards from the Academy of Marketing Science conference.