I am most interested in supervising graduate students who want to undertake a thesis requiring qualitative approaches and who have a research interest in:

(1) market-level research and/or

(2) digital marketing

I am also able to take on supervision if the research context match contexts I have researched or am researching.

Qualitative approaches I am comfortable with include: archival data collection and analysis, interviewing, ethnography, netnography, historical analysis, automated content analysis.

Theoretical approaches I am comfortable with include: Field theory, practice theory, actor-network theory, assemblage theory, institutional theory, institutional logics perspective, institutional approaches to categorization.

What struggles do influencers face?

How was the “vaping” category constructed"?

How did fatshionista change fashion”?

This course offers an introduction to digital marketing strategy. In particular, it focuses on a conversion-based strategic framework to govern digital campaigns, from ad and content creation to search advertising. This course contributes to students’ ability to analyze new marketing opportunities arising from new electronic media and to develop an appropriate course of action to leverage their strengths. Topics include conversion-based strategy, online advertising, search engine optimization, web analytics, and content marketing. You can learn more about MARK452 by reading the course plan.

How to create digital marketing campaign to drive visits to a website, create leads from visitors, convert leads to sales, and engage customers after a first sale.