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HomeResearch studentsMiss Ammarah Marjan
Miss Ammarah Marjan

Miss Ammarah Marjan

marjana@lsbu.ac.uk

Management, Marketing and People

https://orcid.org/0000-0002-4607-1598

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I am an Associate Lecturer at London South Bank University Business School. I teach Marketing modules at both undergraduate and postgraduate levels.

After completing my bachelor's, I spent a few years in the CPG industry, working as a trade marketer at Nestlé S.A. My main responsibilities included designing strategies to increase the sales and visibility of Nestlé brands in key local and international accounts.

I am currently completing my PhD co-sponsored by LSBU and Brandmovers Inc. - a global digital marketing agency. I am a proponent of the principles of Marketing Science and teach marketing laws to students at all levels.

My particular research is focused on extending knowledge of the predictable patterns of repeat-buying into a B2B setting. This involves the scientific replication and extension of empirical norms extended to the study of B2B loyalty programmes while noting the rapid advances of innovative digital marketing techniques.

In 2019, I delivered research presentations regarding the effectiveness of new digital loyalty programmes to the Customer Engagement Committee at the Data and Marketing Association (DMA). Due to working on an industry-sponsored doctoral project, I have presented research outcomes to agencies with a number of commercial advantages, including developing KPIs for loyalty platforms, cross-selling tactics, and the ability to predict outcomes for loyalty initiatives.

I have co-authored academic and white papers. Through my research, I have been recently interviewed for my work on Dark Social Media by Built In - an online publication for tech professionals.

MA International Business and Management

The University of Westminster

2017
2018
PhD Management, Marketing and People

London South Bank University

2018
Key Accounts Executive
Nestlé S.A.

Role covered a mixture of Trade Marketing and Sales KPIs including achieving monthly retailing and numeric target, running channel marketing activities, managing supply planning and efficient route to the market.

2015
2017
Commercial/industry
International Wholesale Assistant
Fortnum & Mason

Responsibilities included international account management, administration and merchandising support to the Design, Merchandising and Marketing teams. In addition, managed the launch of Visual Merchandising guidelines for international customers by implementing standard flagship store planogramming and retail space planning practices.

2017
2018
Commercial/industry

Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2021). Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing. Advances in Marketing, Customer Relationship Management, and E-Services. https://doi.org/10.4018/978-1-7998-8003-5.ch004

Dark Social: The biggest missed opportunity in digital marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Dark Social: The biggest missed opportunity in digital marketing. Journal of Digital & Social Media Marketing. 8 (3), pp. 1-6.

Achieving channel leadership through B2B digital loyalty programmes
Marjan, A., Graham, C. and Tajvidi, R. (2022). Achieving channel leadership through B2B digital loyalty programmes. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022). Applied Science University (ASU) Bahrain.

The Generation Z Audience for In-App Advertising
Graham, C., Young, F. and Marjan, A. (2021). The Generation Z Audience for In-App Advertising. Journal of Indian Business Research. https://doi.org/10.1108/JIBR-08-2020-0275

Do bookmaker loyalty-programmes cause problem gambling?
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Do bookmaker loyalty-programmes cause problem gambling? London London South Bank University. https://doi.org/10.18744/lsbu.8q66q

How effective are new digital B2B loyalty-programmes?
Marjan, A. (2020). How effective are new digital B2B loyalty-programmes? London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.

London Doctoral Academy Postgraduate Research Summer School 2020
Graham, A., Ibrahim, M., Lisson, M., Henfrey, C., Alfandari, N., Ojo, G., Baragau, I., Mansfield, M., Scheel, A., Bichard, E., Hamed Aboelkhair, H., Marjan, A., Hettiarachchi, S. J., Parvin, A., Merton, S., Ahmed-Landeryou, M., Jenkins, C., Alli, U., Atanda, O. and Ganiyu, S. (2020). London Doctoral Academy Postgraduate Research Summer School 2020. London South Bank University.

Online Loyalty Programs: Perpetual Motion?
Marjan, A. (2019). Online Loyalty Programs: Perpetual Motion? LSBU Research Summer School. London South Bank University, London 14 Jul 2016 London South Bank University.