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HomeAcademic staffDr Ammarah Marjan
Dr Ammarah Marjan

Dr Ammarah Marjan

marjana2@lsbu.ac.uk

Marketing, Tourism, Events and Hospitality

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I am a Lecturer at London South Bank University Business School, where I teach Marketing modules at both undergraduate and postgraduate levels. I am also the Course Leader for the Postgraduate Marketing courses; managing a group of over 50 students and working closely with the central and employability team to facilitate matters regarding student support and graduate outcomes.

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 completed my PhD in September 2024, 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 study loyalty programmes while noting the rapid advances in innovative digital marketing techniques. My recent research includes an analysis of long-run buying patterns in industrial digital loyalty programmes and developing standard benchmark measures to evaluate the success of such initiatives in the membership bases of distributors and end-users.

Last year, I conducted three master classes covering topics such as brand loyalty, brand building, and digital experience for exchange students from INSEEC Bordeaux Business School at Omnes Education London Campus. I also presented research findings on the effectiveness of new digital loyalty programs to the Customer Engagement Committee at the Data and Marketing Association (DMA). Furthermore, as part of an industry-sponsored doctoral project, I have shared research results with various agencies, offering insights such as developing key performance indicators (KPIs) for loyalty platforms, implementing cross-selling strategies, and forecasting 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.

Courses taught

International Marketing (with internship) - MSc

Business Management - BA (Hons)

International Marketing - MSc

University of the Arts London
External examiner

External Examiner of MA Fashion Marketing and Global Cultures

December 2028
University of the Arts London
External examiner

External Examiner for MA Global Fashion Retailing at London College of Fashion

December 2028
The British University in Egypt - BUE

Internal Moderator

March 2023
University of the Arts London

External Advisor of MA Fashion Marketing and Global Cultures

December 2023
University of the Arts London

External Advisor for MA Global Fashion Retailing at London College of Fashion

December 2023

Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities
Marjan, A., Graham, C. and Tajvidi, R. (2023). Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities. Academy of Marketing Conference 2023. University of Birmingham 04 - 06 Jul 2023 AoM.

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

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

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

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 and Social Media Marketing. 8 (3), pp. 1-6.

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

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.

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.

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.