Oxford Future of Marketing Initiative

The Oxford Future of Marketing Initiative (FOMI) brings world-class business academics and senior executives from some of the world’s largest companies together to address some of the most difficult and complex business challenges within the domains of marketing, advertising, communications, media, and technology.

We have five core values: 

1. Collaborative: We are a true collaboration between academics and practitioners
2. Scientific: Everything we do is scientific, evidence-based
3. Embrace complexity: We embrace complexity and despise over-simplification
4. Multifocal: Our work is multi-disciplinary, multi-industry, and global
5. Impact: We strive to have a real impact and influence on the business world.

We exist because of the need to infuse marketing practice with evidence-based solutions to complex business problems. No one - academic or practitioner - should go it alone as they approach these issues. Instead, we believe that collaboration, knowledge, experience sharing, and scientific research are the ways to move the marketing discipline forward in a data-fuelled, technology-focused world.

The partnership brings together high-level industry partners representing major brands, agencies, and technology companies – the key players who are shaping (and being shaped by) the future of marketing.

• BMC Software
• Diageo
• Google
• Institute for Real Growth 
• Kantar Group
• L’Oréal
• Mars
• Meta
• Reckitt
• Unilever
• United Nations Unstereotype Alliance
• Wavemaker
• WPP

Contributions to accredited and degree programmes

The marketing curriculum in the MBA and Executive MBA is informed by discussions with FOMI partners (particularly the Chief Marketing Officers involved with FOMI). This ensures the curriculum is always fresh and linked to developing the knowledge and skills that marketing leaders need in global companies. Senior leaders from FOMI partner companies are also regular guest speakers.

The Diploma in AI for Business is led by marketing faculty members Professor Felipe Thomaz and Dr Alex Connock. The programme is about artificial intelligence in all areas of business and is a collaborative effort involving faculty members from across the school. FOMI is heavily involved with most of the FOMI-affiliated faculty members teaching on the programme.

Executive Education Programmes

• Oxford Digital Marketing: Disruptive Strategy Programme

Thabi Moloi, Communications and Events Officer

FOMIcom.events@sbs.ox.ac.uk 

Christopher Kerr, Research Initiative Administrator

Christopher.kerr@sbs.ox.ac.uk