Nottingham University Business School
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The ambition of our unique breadth and diversity of research is to challenge the status quo of marketing practice, advance our understanding of consumers, networks and brands and champion sustainability issues in a world facing technological and environmental change.

This mission is underpinned by excellent business and stakeholder partnerships yielding research with impact and reach that is helping policy makers and managers make better informed decisions.

Our internationally recognised scholarship is driven by academically rigorous, cross-disciplinary, and multi-methodological perspectives. We have unrivalled expertise in consumer analytics led by the N/LAB.

We work collaboratively on a range of projects and activities with colleagues from universities across Europe, North America, Asia, Africa and the Pacific. These high-quality research networks and close links with industry inform our cutting-edge teaching, offering students essential insights to marketing in a changing world.


Building on our expertise in the areas of consumer behaviour, data analytics, services marketing, tourism management, business networks and innovation our research focuses on:

  • behavioural and brand analytics
  • wellbeing, health and social inclusion
  • experiences and identity
  • innovation, networks and digital interfaces

James Goulding, Assistant Professor in Business Analytics, talks about N/LAB, a centre of excellence in international analytics at Nottingham University Business School.




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Nottingham University Business School

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