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 consumer journeys in complex services, predominantly in the digital (online) context. Her research is grounded in core marketing concepts, mainly consumer behaviour, consumer-based (communication) strategy, product and brand management.
Her research projects relate to marketing of technology-based innovations, also in the healthcare 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 personalised 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 wellbeing for all at all ages). She has contributed to research projects funded by Cancer Research UK, Greater Manchester Cancer Vanguard, the European Comission, Digitally Enhanced Advanced Services (DEAS), EPSRC and the University of Manchester, working within the wider context of health promotion and digitalisation of services.
Marzena’s teaching expertise rests with all aspects of digital business strategy: UX (user experience) design and testing, website/conversion optimisation (also 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, IEEE and Journal of Medical Internet Research publications, contributing to the fields of digital business, marketing and healthcare 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.