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Felipe Thomaz

Associate Professor of Marketing


  • felipe.thomaz@sbs.ox.ac.uk

Saïd Business School
University of Oxford
Park End Street
Oxford
OX1 1HP

Profile

Felipe is an expert in marketing strategy, structure, and management, as well as a leading scholar on illicit and criminal markets.

In addition to being an Associate Professor of Marketing, Felipe is also Deputy Director Oxford Future of Marketing Initiative and Academic Director of the MBA Programme.

 

His research addresses the role of social networks’ impact on brand and firm performance, the management and architecture of intangible market-based assets, as well as the behaviour of consumers in digital marketplaces and interactive marketing channels. Within this domain, he has a concentration of work on the effectiveness and efficiency of marketing activities, particularly around the broader advertising industry. Additionally, he works on novel tools, techniques, and methodological approaches to address emerging managerial problems (complex budget allocation optimisation, multi-dimensional long-term forecasting and attribution models).  

This work has led to the first two intellectual property transfers from Saïd Business School to the University, and the first spinout company created with the Oxford University Innovation (OUI) in the School’s history.

Felipe has published on the ethics of marketing and the emerging issues surrounding the integration of AI in market systems, especially where consumer privacy is concerned. His work on a framework for ethics in AI for business in partnership with the International Chamber of Commerce is the basis for ethical AI deployment recommendations for roughly 45 million businesses globally.

His work on ESG topics includes a financial valuation of social and environmental purpose on brands, as well as work with the United Nations Unstereotype Alliance on the negative brand impact of stereotypes in advertising. He is a collaborator with the Oxford Zoology department on studies in conservation where wildlife trafficking, and illicit markets, are involved – having presented this work as panellist at the United Nations General Assembly. Felipe is also a faculty member of the Oxford AIxSDG, the University’s initiative to determine how AI might be used to further the global sustainability and development goals.

Felipe is the first marketing scholar to study and publish academic peer reviewed articles on the functional form and behaviour of illicit and criminal marketplaces, especially those found in the dark web. This stream of research has assisted government policy, international agencies dealing with human trafficking, and major NGO or intergovernmental bodies like the UN.

Raised in São Paulo, Brazil, Felipe received his PhD in Marketing from the University of Pittsburgh. He also holds a master's degree in Marketing and Finance from the University of Pittsburgh, as well as a bachelor's degree in Animal Sciences from the University of Florida. Prior to joining Oxford, Felipe taught at the University of South Carolina.

Read Felipe's CV

Publications

  • Shan Su,
  • Ewan A Macdonald,
  • Nico Arcilla,
  • Maurice Beseng,
  • Felipe Thomaz,
  • David W Macdonald
Marketing

Comparing the principal eigenvector of a hypergraph and its shadows(opens in new window)

  • Journal article
  • Linear Algebra and Its Applications
  • Gregory J Clark,
  • Felipe Thomaz,
  • Andrew Stephen
Marketing
  • Shan Su,
  • Ewan Macdonald,
  • Maurice Beseng,
  • Felipe Thomaz,
  • David Macdonald
Marketing

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
Marketing
  • Cammy Crolic,
  • Felipe Thomaz,
  • Rhonda Hadi,
  • Andrew Stephen
Marketing
See more publications

Engagement

Felipe’s research on marketing strategy issues brings him into constant contact with a wide range of global companies.

These companies are interested in how to better leverage a variety of networks or networked marketing assets, or how to better construct digital and social media strategies.

On a policy side, Felipe collaborates with a number of government agencies and institutions, as well as NGOs, on the understanding and modelling of processes that underlie the creation, operation, and collapse of black markets; with a particular focus on those markets that operate in the digital realm.  

Teaching

Felipe’s teaching aims to connect established theory, current groundbreaking research and the realities of marketing practice.

He teaches undergraduate, MBAs, doctoral, and executive courses on a range of topics, such as marketing management, brand management, social media marketing and social media analytics. 

Oxford Answers

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

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