Associate Dean of Research and L’Oréal Professor of Marketing
Saïd Business School University of Oxford Park End Street Oxford OX1 1HP
Andrew is one of the world’s leading academic marketing experts.
He has a particular interest in issues that lie at the intersection of marketing and technology, such as how, when, and why marketers should use new digital media channels. Andrew's research over the last decade has made significant contributions to our understandings of social media marketing and consumer behavior in digital markets. He was recently recognised as one of the top marketing academics in the world (and #1 in the UK) by the American Marketing Association and in 2015 was named as one of the world’s top-40 business school professors under 40 by Poets and Quants. At Oxford, in addition to overseeing the School’s research activities as Associate Dean, he is the head of the marketing faculty, director of the Oxford Strategic Marketing Programme in the School’s executive education portfolio, and the founding director of the Oxford Future of Marketing Initiative, which is a collaborative network of academic–industry partnerships aimed at shaping the future of the marketing discipline through rigorous research and practical thought leadership.
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 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 leading business schools such as INSEAD, the University of Pittsburgh, and Columbia Business School.
Andrew’s research is published in all premier 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 psychology journals (Psychological Science and Journal of Personality and Social Psychology). His research has garnered many accolades, including the Marketing Science Institute's Alden G. Clayton award, the American Marketing Association's John A. Howard award and Donald R. Lehmann award, and the Journal of Marketing’s Shelby D. Hunt/Harold H. Maynard Award. He also serves as a senior editor at the International Journal of Research in Marketing and an associate editor at the Journal of Consumer Research and Journal of Marketing, as well as being on the editorial boards of the Journal of Marketing Research and Journal of Consumer Psychology. In addition to research, Andrew regularly blogs for Forbes.com’s CMO Network, is the author of several popular teaching case studies on digital transformation and social media marketing and a widely used textbook, Social Media Marketing: Principles and Strategies, and frequently works with senior executives and leaders in some of the world’s biggest marketing-driven companies.
View Andrew's research.
See his CV.
Andrew has collaborated closely with industry on all aspects of his work.
His 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.
Andrew's 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.
Andrew has extensive experience teaching social media marketing and digital marketing analytics to a wide variety of audiences.
His students range from undergraduates to MBAs and executives. Andrew 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. Andrew 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 the School, Andrew leads the core marketing course in the MBA programme, and offers two electives: Digital and Social Media Strategy and Marketing for Entrepreneurial Ventures.