Andrew Stephen

L’Oréal Professor of Marketing. Associate Dean of Research. Director, Oxford Future of Marketing Initiative. Editor, Journal of Consumer Research

Saïd Business School
University of Oxford
Park End Street


Andrew is one of the world’s leading academic marketing experts.

He is a leading academic voice on the future of the marketing, media, and advertising industries. He has a particular interest in issues that lie at the intersections of marketing, consumer behaviour, and technology—particularly artificial intelligence. He is a strong proponent of the use of data-centric, analytics-enabled, evidence-based approaches to marketing practice. His research over the last decade has made significant contributions to our understandings of digital marketing, social media, and advertising. For this work, he’s regularly recognised by the American Marketing Association as one of the top marketing academics in the world, and the #1 in the UK. He’s also been featured as one of the top 40 business school professors under 40 by Poets and Quants (in 2015) and has won numerous awards for research excellence.

Andrew’s duties at Oxford Saïd include his leadership of the School’s group of marketing faculty and research staff and overseeing of the marketing curriculum across undergraduate, MBA, EMBA and executive programmes. He is also the School’s Associate Dean of Research and member of the School’s Senior Leadership Team. In addition, Andrew is the founder and director of the Oxford Future of Marketing Initiative, which is a collaborative network of academic-industry partnerships aimed at producing relevant research and practical thought leadership that shapes the future of the marketing profession. He also co-directs the Oxford AI x SDG Initiative, which looks at how AI can be used in support of the UN’s Sustainable Development Goals, and the Oxford Executive Diploma on AI for Business.

As a prolific researcher in marketing, Andrew has published in all of the leading academic journals in marketing, as well as in professional outlets such as Harvard Business Review and MIT Sloan Management Review and top psychology journals. Recently, he served as Co-Editor of the International Journal of Research in Marketing and is currently Editor of the Journal of Consumer Research. He is also on the editorial boards of the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Psychology.

Andrew is co-hosts the popular Future Proof podcast series, produced in partnership with Kantar, and is a frequent contributor to Oxford Saïd’s Leadership in Extraordinary Times series and Oxford Answers.

Read his CV.


  • Johannes Boegershausen,
  • Hannes Datta,
  • Abhishek Borah,
  • Andrew Stephen

How consumer digital signals are reshaping the customer journey(opens in new window)

  • Journal article
  • Journal of the Academy of Marketing Science
  • David A Schweidel,
  • Yakov Bart,
  • J Jeffrey Inman,
  • Andrew T Stephen,
  • Barak Libai,
  • Michelle Andrews,
  • Ana Babić Rosario,
  • Inyoung Chae,
  • Zoey Chen,
  • Daniella Kupor,
  • Chiara Longoni,
  • Felipe Thomaz

Relevance—reloaded and recoded(opens in new window)

  • Journal article
  • Journal of Consumer Research
  • Bernd H Schmitt,
  • June Cotte,
  • Markus Giesler,
  • Andrew Stephen,
  • Stacy Wood
  • Cammy Crolic,
  • Felipe Thomaz,
  • Rhonda Hadi,
  • Andrew Stephen

Ethics for AI in Business

  • Journal article
  • Felipe Thomaz,
  • Natalia Efremova,
  • Francesca Mazzi,
  • Gregory Clark,
  • Ewan Macdonald,
  • Rhonda Hadi,
  • J Jason Bell,
  • Andrew T Stephen
See more publications


Andrew focuses on research that is both academically rigorous and relevant to practice.

Through his leadership of the Oxford Future of Marketing Initiative, Andrew has created opportunities for himself, as well as his marketing colleagues at Oxford Saïd, to collaborate with world-leading and forward-thinking companies on research projects that address big questions and world-scale challenges in the marketing, advertising, media, and technology industries. As marketing has evolved into a heavily tech-enabled, data-driven discipline, many interesting questions arise, which Andrew and his colleagues at Oxford Saïd are attempting to tackle through impactful research and influential industry engagement.

Andrew also engages with industry by being an academic representative on a number of industry councils and initiatives, including being on General Assembly’s Marketing Standards Board, Teradata’s Advanced Analytics Advisory Council, and the Mobile Marketing Association’s Brand Safety Council. He also engages with practitioners through his leadership of a three programmes in Oxford Saïd’s open executive education portfolio: Driving Disruptive Growth, the Oxford-Melbourne Digital Marketing and Analytics Programme, and the fully online Oxford Digital Marketing: Disruptive Strategy Programme.


Andrew has extensive experience teaching marketing to a wide variety of audiences and designing programmes that prepare students for the future.

At Oxford, Andrew oversees the entire marketing curriculum. Presently, the marketing faculty offer courses to students in the undergraduate, MBA, Executive MBA, and DPhil programmes. The group also offers three open executive education programmes and contributes to many other custom and open executive programmes from time to time.

In recent years Andrew has taught:

  • Marketing (MBA/EMBA core)
  • Digital Transformation of Marketing, Media, and Advertising (MBA elective)
  • Digital and Social Media Strategy (MBA/EMBA elective)
  • Marketing Analytics (MBA elective)
  • Future of Marketing (EMBA elective)
  • Academic Research in Marketing (DPhil elective)

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Andrew supervises Saïd Business School doctoral candidates

Oxford Answers

Thought-leadership and insights for business leaders written by our Faculty and Associate Fellows.
View articles by Andrew.

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