Professor Stephen is one of the world’s leading academic marketing experts, with a particular emphasis on technology and digital and social media marketing. He was recently ranked as one of the top-25 marketing professors in the world by the American Marketing Association, and first in the UK. He was also named as one of the world’s top 40 business school professors under 40 by Poets and Quants in 2015. At Oxford Saïd, he is the head of the marketing faculty and director of the recently launched Oxford Future of Marketing Initiative.
Andrew grew up in Brisbane, Australia, and completed undergraduate degrees with first-class honours in engineering and business at the University of Queensland. His graduate studies in marketing were at Columbia University in New York, where he earned an MPhil and PhD with distinction. Prior to joining Oxford Saïd in 2015, he taught at some of the world’s leading business schools, including INSEAD, the University of Pittsburgh, and Columbia Business School.
Andrew’s main areas of research include understanding how brands should (and should not) use social media and other technologies for effective and efficient marketing, how social networks can be used to enhance profitability in ecommerce marketplaces, and how to optimize word-of-mouth marketing campaigns. He also recently started a multi-year study into the longer-term effects of social media use on consumers’ psychological, financial, and physiological well-being. His research is published in all top academic journals in marketing (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and International Journal of Research in Marketing), as well as in top journals in psychology (Psychological Science and Journal of Personality and Social Psychology). His research has garned many accoldates, including the Marketing Science Institute's Alden G. Clayton award and the American Marketing Association's John A. Howard award and Donald R. Lehmann award. He is also a regular media commentator and has had work published in the Financial Times, Harvard Business Review and the Wall Street Journal. Professor Stephen is also the author of many case studies on social media marketing, and a widely used social media marketing textbook, Social Media Marketing: Principles and Strategies.
Professor Stephen’s research on how companies should use new technology platforms, particularly social media, for marketing purposes has been largely conducted with help from companies ranging from small, innovative startups to major global brands. His research programme aims to be at the cutting edge of both academics and practice, with the goal of making important theoretical advances that can also inform how marketing managers and executives think and, ultimately, what they do.
Professor Stephen has extensive experience teaching social media marketing and digital marketing analytics to a wide variety of audiences, ranging from undergraduates to MBAs and executives. He is regarded as one of the pioneers of teaching social media marketing, having created the first standalone MBA elective on social media marketing strategy in 2010 when he was at INSEAD, and he has been evolving this course and teaching it ever since to MBA and EMBA students at the University of Pittsburgh, Columbia University, and other institutions in Europe and Asia. He has also developed executive training programs related to digital marketing and customer satisfaction. Professor Stephen is also the author of a number of case studies on social media marketing, and has recently authored a textbook, Social Media Marketing: Principles and Strategies.
At Oxford Saïd, Professor Stephen leads the core marketing course in the MBA programme, and offers two electives: Digital and Social Media Strategy and Marketing for Entrepreneurial Ventures.
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