New principle of the Higher Education Marketing: listen to & learn from students

The UK Higher Education is going through a challenging period of marketisation tackling increased student fees, students’ demands but also ‘tough’ competition. Hence Higher Education Institutions (HEIs) are forced to employ business principles of marketing. However, there is something HEIs can learn to do more effectively and perhaps excel in – listening to student-generated social media stories about their experiences with HE and truly deliver meaningful content as well as reshape their offerings and services. Innovation can be that simple!

Read my latest publication on how and what HEIs can learn from social media data.


Magic of Mobile Technology in Business – read my book chapter

Buy new book on 👉 Creating Marketing Magic and Innovative Future Marketing Trends, read my chapter on Magic of #Mobile #Technology for business, pp 1125-1138:


Mobile technology penetrated all aspects of social and business existence. Studies around mobile technology mostly address the use and adoption process of mobile marketing or mobile commerce from a consumer perspective rather than from a business perspective. Another concern of majority of studies on the use of mobile technology is a focus on technical nature of mobile devices despite the fact that true magic of technology resides in its mobilisation and usage – the deployment of mobile technology. This paper aims to conceptually define and map mobile technology capabilities. Grounded theory approach was applied to collect and analyze in-depth interviews with 28 small and medium-sized enterprises from the UK, which deploy mobile technology for operational and strategic purposes. Results illustrate that mobile technology capabilities represent a set of five substantive capabilities, 1) leveraging mobile technology resources; (2) transforming capability; (3) learning capability; (4) solving problems capability; and (5) leading capability, – a set of five practices which can be employed to orchestrate successfully mobile technology resources. Through transformation of existing processes and mobile technology resources, mobile technology capabilities not only contribute to operational efficiency and effectiveness but drive strategic change within business by enabling vigilant market learning and adaptive market experimentation.

My latest papers at Journal of Customer Behaviour

Just got hardcopy of new Journal of Customer Behaviour issue today in my post. Read these two new articles and enjoy:

  1. Strong, J. and Bolat, E., 2016. A qualitative inquiry into customers’ perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic. Journal of Customer Behaviour, 15 (1), 97-116.

    Read full paper at

  2. Bolat, E., 2016. Business practitioners’ perspectives on the value of mobile technology. Journal of Customer Behaviour, 15 (1), 31-48.

    Read full paper at

Using data creatively is essential to loyalty scheme success – something relevant for your assessment

Digital Interactive Marketing

Read this and you might consider ideas for your coursework.

High-profile cyber attacks on loyalty programmes have not put consumers off sharing their data with brands but they do expect more rewards and a better experience in return.

Source: Using data creatively is essential to loyalty scheme success

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BU Festival of Learning free event!

General-banner-for-digital-use-NEWFestival of Learning at BU is a chance to come, learn something new and interesting but also share your views and spent time a quality time learning and engaging.

Our PG Marketing Management students, Bournemouth and Poole Sustainable Food Cities Partnerships and BU are holding an interesting event, The Hunger Games: Let’s win it together!

The event aims at raising awareness about the Food Poverty issue in the UK and educating the public about ways to avoid the Hunger Games future.

Date for your diary: 16th July

Time: 6.30-8.30pm

Place: Talbot Campus, Kimmeridge House, K101

Book your place via

P.S. don’t forget to spread the world and share this post with your friends and colleagues.

Elvira Bolat, Helen O’Sullivan, Dawn Birch, Gelareh Roushan

AM & RCTS Colloquium on B2B Marketing in Transnational Context

20 March 2015 11:00 – 17:00

Regent’s Centre for Transnational Studies in collaboration with the Academy of Marketing B2B SIG organises a colloquium on B2B Marketing in Transnational Context.

The colloquium on B2B Marketing in Transnational Context is co-chaired by Dr Kaouther Kooli, Bournemouth University and Prof Ibrahim Sirkeci, Regent’s University London.

Academy of Marketing B2B Marketing Special Interest Group and Regent’s Centre for Transnational Studies


20th March 2015, Friday | 11:00 – 17:00

Venue: Faculty of Business and Management, Regent’s University London, Inner Circle, Regent’s Park, London, NW1 4NS, UK (click here for directions to campus)

Click here for registration

Globalisation has raised unprecedented and huge challenges for businesses. Technological advances, lowering of barriers, greater economic integration, and increased human mobility led businesses around the world to go transnational. The last two decades have not only transformed the way B2B firms interact with each other and with their suppliers, employees, customers and the public, while also reducing the impact of the geographical distances between businesses and their partners. Businesses cannot afford to ignore the Internet in addressing both their domestic and global markets to create new competitive and strategic marketing advantages or in transforming their organisational processes to be proactive rather than reactive or be innovative in positioning their companies and products in the global marketplace. Transnationalisation has clear implications for business and marketing strategies as well as the ways in which business functions are organised. The convergence in customer tastes, preferences, desires and wants goes hand in hand with a degree of localisation. Thus the celebration of the “glocal” arisen. Businesses have to respond to this by developing transnational strategies which take into account the need for integration and globalisation without neglecting what is local. Only a truly transnational organisation with matching organisational structures would succeed in such marketing environment.

The aim of this colloquium is to advance understanding of how managers draw inspiration and insights from the transnational context to design B2B marketing strategies and tactics.

Subject Coverage

Potential authors are invited to submit papers related but not restricted to the following topics:

– B2B marketing characteristics and principles in a transnational context.

– Organizational buying process in a transnational context.

– Online B2B marketing

– Global organizational markets assessment and segmentation

– Customer-supplier relationships and conflicts and their impact on trust and further in long-term commitment

– B2B services marketing

– B2B marketing channels and logistics

– B2B advertising and sales promotion

– B2B personal selling and sales management

– Supply Chain Management and Customer Relationship Management

– New tools for research in B2B marketing

– Environmental trends and new opportunities in B2B markets

– Ethical issues in B2B marketing

– Translating “glocal” into marketing strategies

– Rise and fall of the “national” produce

– Country of origin effects in B2B marketing

– Modes of market entry

Invited speakers from the industry

Speakers from transnational industries are invited to debate on the colloquium theme.

Professor Len Tiu Wright, University of Huddersfield

Mark Bodega, Marketing Director of HiFx

Dr Charles Randall, Head of Solutions and Industry Marketing at SAS UK

Others are to be confirmed soon.

Publishing opportunities

The best paper(s) will be considered for publication in special editions of two marketing journals: The Marketing Review and Transnational Marketing Journal.

Important Dates

Submission of papers: 16 January 2015

Notification of acceptance: 15 February 2015.

Submission Instructions

Papers must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. A standard double-blind review process will be used to select papers for the special issue. Please follow the guidelines on either of the journals mentioned above.

Click here to submit your paper

Local colloquium committee

Dr Kaouther Kooli

Professor Ibrahim Sirkeci

Elvira Bolat

Dr Elias Boukrami

Dr Anabel Gutierrez

Dr Lila Malliari

Therese Svensson

For any queries regarding the colloquium, please, contact:

Dr Kaouther Kooli, or Elvira Bolat, or Therese Svensson

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