MSc (University of Warwick), PhD (University of Portsmouth), Fellowship (Haas School of Business, University of California, Berkeley, US)
Assistant Professor in Marketing
Department: Marketing, Tourism and AnalyticsE-mail: Amir.Homayounfard@nottingham.ac.ukTel: +44 (0) 115 8466133
Location: B71 (North Building, Jubilee Campus)
Amir Homayounfard holds a BSc, MSc, PhD, and Fellowship. He is an Assistant Professor of Marketing and Analytics in the Department of Marketing, Tourism, and Analytics (MTA), and a Fellow in Business Innovation at the Haas School of Business, University of California, Berkeley, US.
He is Director of the MSc Digital Marketing programme. The programme delivers a comprehensive curriculum that builds a strong foundation in theory and practice. It develops skills in statistical analysis, digital analytics, and data analytics, alongside creative and design capabilities.
The programme covers marketing analytics and practical marketing mix modelling using big data. Students gain hands-on experience in creativity, web design, content creation, optimisation, and management across multiple channels. It also provides practical training in search engine optimisation (SEO), search engine marketing (SEM), business intelligence (BI) tools, stakeholder management, and web auditing to evaluate performance, usability, security, and compliance. In addition, students work directly with content management systems (CMS) for digital campaigns and build competence in customer relationship management (CRM) using leading commercial software.
Amir has 17 years of experience driving growth and leading marketing initiatives across IT, digital solutions, e-commerce, wholesale, and ESG. He collaborates with companies across the UK, US, and Canada to address industry challenges in marketing, digital and data analytics, and innovation capability development. He specialises in data-driven marketing strategies and excels at leveraging AI techniques, analytics, and digital tools to optimise search, automation, and campaign performance. His expertise includes information retrieval from structured and unstructured data sources, semantic analysis, predictive search and analytics, machine learning, ranking and prioritisation, A/B testing, entity recognition, and delivering measurable KPIs and ROIs.
He has contributed to numerous projects that apply analytics to diverse marketing objectives. He has also led initiatives in bespoke marketing, budget and KPI management, data-driven ROI management, stakeholder and agency collaboration, data-driven campaign management, team building and mentorship, cross-functional leadership, and data wrangling and modelling.
He has a strong record of leading cross-functional teams, managing multi-channel campaigns, and executing budget-conscious strategies focused on measurable outcomes. He is skilled in implementing AI search capabilities and CRM and CMS tools for customer engagement, with advanced proficiency in digital and data analytics and BI tools. His budget management delivers marketing solutions that maximise resources and finances with measurable KPIs.
Amir's industry engagement has produced case studies with practical and managerial impact, as well as grants and funding from organisations such as Innovate UK, Innovation Vouchers Schemes, Marketing Science Institute (MSI), Institute for the Studies of Business Markets (ISBIM), and R&D Management Association (RADMA). His work has resulted in publications with significant practical implications. Before joining NUBS, he worked across sectors in the UK and US and served as an Assistant Professor of Marketing and Analytics at Essex Business School, University of Essex, UK.
Areas of ExpertiseAmir's work and interests are centered on empirical and methodological outputs, utilizing quantitative, qualitative, or both methods.
His research interests focus on service research, analytics, B2B marketing, and innovation management. These areas include B2B services, industrial relationships, services and AI, data-driven services, customer experience (CX), service innovation, high-tech services, technological innovation, data analytics, statistical analytics, digital analytics, marketing mix modeling (MMM), applications of econometrics in marketing, marketing strategy, digital marketing strategy, and customer relationship management (CRM).
Amir welcomes Ph.D. applicants whose interests align with his research areas.
He is currently the lead supervisor for the following Ph.D. students:
- I Gde Yudhi Hendrawan
- Ke Wang
- Mingyu Yuan
- Oscar Wainwright
The following lists my publications from 2014 to the present day.
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Amir has served as the module convenor (leader) for several modules, including PG Generating Customer Insights and Analytics, PG Digital Customer Experience and Applications, Executive MBA Marketing, Full-time and Executive MBA Strategic Market Relations, Full-time MBA Digital Transformation and Change Management, Full-time and Executive MBA B2B Marketing, and UG Marketing Analytics, across both UK and international campuses.
He is also a Fellow of the Higher Education Academy (FHEA).
Amir is module convenor of the following module(s):
MSc
Digital Customer Experience and Applications (BUSI4649)
Digital Marketing Challenge (BUSI4653)
MBA
Strategic Market Relations: Building, Managing, & Leveraging Market Relationships (BUSI4388)
Details of all modules can be found on
MyNottingham
Amir's work and interest focus on empirical and methodological outputs, utilizing quantitative, qualitative, or both methods. He has been published in various peer-reviewed international journals, such as the Journal of Business Research, IEEE Transactions on Engineering Management, and Service Industries Journal.
Amir regularly serves as a reviewer for international, peer-reviewed journals, including Industrial Marketing Management (IMM), Journal of Business Research (JBR), and Technological Forecasting and Social Change (TF&SC).
He is currently involved in three nationally funded projects, acting as the principal and co-investigator. These projects focus on incorporating marketing and analytics techniques and tools, developing SaaS (Software as a Service), AaaS (Analytics as a Service), PaaS (Platform as a Service), and IaaS (Infrastructure as a Service) capabilities, along with enhancing customer experience (CX). These initiatives also encompass knowledge transfer partnerships (KTP) like Marketing KTP, Management KTP, Business KTP, and Engineering KTP, supported by various governmental bodies.
1- AI and SaaS Product Design and Strategy Lead (focused on high-tech B2B services, machine learning, CX, digital technologies/ digital business)
This project aims to transform an AI-specialized business to increase productivity and scale its impact in building AI capability across B2B enterprises. Integrating marketing with digital and data analytics, it will develop the skills and systems required for a scalable SaaS business.
By deploying predictive search, we will improve B2B service targeting and elevate the overall B2B CX. The project will also apply machine learning algorithms to improve search relevance, enabling cross-functional collaboration and delivering superior results. This initiative will reshape operations by strengthening B2B scalability and improving outcomes for the firm, clients, and partners.
Finally, mastering a go-to-market strategy will position us to build robust partnerships and scalable business models for our growing AI SaaS platform.
2- Productivity, Organizational Change, and Technology Implementation (focused on professional services, AI search capabilities, CX, AaaS, IaaS, and digital technologies/ digital business)
The project aims to transform current management practices to optimise performance and increase profits by integrating marketing, digital, and data analytics across the business. It will support strategic and technological objectives by developing digital and data-led capabilities and enhancing the B2B customer experience.
The project will modernise systems by implementing an ERP and designing innovative CRM platforms. It will use digital and analytics tools to inform product and pricing strategy, improve process and system efficiency, and drive automation. It will also establish data-led, measurable KPIs to evaluate the current market position.
The initiative will harness marketing insights, digital strategies, and data analytics to improve efficiency and effectiveness across multiple customer touchpoints. By integrating information retrieval from structured and unstructured sources, the project will increase customer interaction and deliver measurable gains in user satisfaction and loyalty. By deploying machine learning algorithms and semantic search to improve relevance, it will enable predictive decision-making and strengthen strategic outcomes.
The initiative will elevate customer engagement and demonstrate our leadership and excellence in cross-functional collaboration.
3- AI-driven Systems for emerging service clusters (focused on high-tech services, machine learning, AI search capabilities, AaaS, CX, and PaaS)
The project seeks to enhance B2B and B2C CX by advancing machine learning models that proactively identify opportunities for personalization and improvement. It addresses complex data management challenges and applies machine learning for search relevance to recommend high-impact actions for both client segments. Through dynamic cross-functional collaboration, it employs semantic search to interpret context, increasing efficiency and productivity.
The initiative leverages predictive analytics to improve sales forecasting accuracy and speed across diverse price points. It evaluates critical factors including market conditions, product popularity, features, pricing, branding, and promotional strategies. The approach integrates active learning for ranking and prioritization, guided by journey mapping and technical feasibility assessments.
The project analyzes and optimizes content generation workflows and modeling techniques, while refining channel and platform strategies to strengthen customer engagement. Through rigorous user testing, it targets measurable increases in user satisfaction as part of the broader CX journey.
Amir is currently supervising the following Research Students:
I Gde Yudhi Hendrawan
Ke Wang
Mingyu Yuan
Oscar Wainwright
School Administrative Roles
Director of MSc Digital Marketing