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HomeAcademic staffMs Ammarah Marjan
Ms Ammarah Marjan

Ms 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 Director for the Postgraduate Marketing courses, including MSc Marketing and MSc International Marketing.

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 pursuing 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 studying B2B loyalty programmes while noting the rapid advances in 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.

Courses taught

International Business Management with Marketing - MSc

International Marketing (with internship) - MSc

Business Management - BA (Hons)

International Marketing - MSc

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.

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 & 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.