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School of Business and Management

Dr Vignesh Yoganathan


Joint Programme Director, MSc Digital Marketing; Reader in Consumer Behaviour




  • Joint Programme Director, MSc Digital Marketing
  • Reader in Consumer Behaviour
  • Member of the Department of Marketing


Dr Vignesh Yoganathan is a Reader in Consumer Behaviour at the School of Business and Management. He holds a PhD in Marketing and an MBA with Distinction (specialising in Marketing Consultancy) from the University of Northumbria at Newcastle. Vignesh has held several academic positions before taking up his appointment with Queen Mary University of London. These include directing a Financial Times Top 10-ranked online MBA programme and leading one of UK’s most successful MSc programmes in Digital Marketing, which he also co-developed. In addition, he has been involved in a number of consultancy and funded projects in the public, private, and voluntary sectors in Europe.

Vignesh’s research-related leadership activities include guest-editing special issues and serving on editorial boards of reputed international journals, as well as chairing international conferences. He has also supervised doctorates (DBA and PhD) to completion and continues to mentor early career researchers.



  • BUSM203: AI for Business
  • BUSM215 Business Game
  • BUSM099: Digital Marketing


Vignesh is a Fellow of the Chartered Institute of Marketing. 

In addition to teaching marketing subjects across other disciplines (e.g. multidisciplinary design innovation), Vignesh is experienced in teaching MBA/executive MBA, and corporate learners in UK and abroad.


Research Interests:

Vignesh’s research interests include service robots and consumer AI, sustainability or responsibility related aspects of marketing, and segmentation.

His research, which mostly applies experiments and statistical modelling (e.g. classification/clustering, multilevel models), has been published in several leading journals including Journal of Service Research, Journal of Business Research, Journal of Business Ethics, and Tourism Management.




Full list of publications can be found via:



Areas of Supervision Expertise:

Vignesh welcomes doctoral proposals focusing on AI/ML in marketing or services, especially from applicants who are skilled in data science (even if they are from a non-marketing background).

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