PhD (University of Portsmouth), Fellowship (Haas School of Business, University of California, Berkeley, US.)
Assistant Professor in Marketing
Department: MarketingE-mail: Amir.Homayounfard@nottingham.ac.ukTel: +44 (0) 115 8466133
Location: B71 (North Building, Jubilee Campus)
Amir Homayounfard holds a BSc, MSc, and Ph.D., serving as an Assistant Professor of Marketing and a fellow in Business Innovation at the Haas School of Business, University of California, Berkeley, US.
He has an active engagement with companies across the UK to solve industry-related challenges in marketing, digital and data analytics, and developing innovation capabilities. He has extensive experience in driving growth and spearheading marketing initiatives across IT, Digital Solutions, e-Commerce, Wholesale, and ESG. He also specializes in crafting data-driven marketing strategies and marketing plans leveraging analytics and digital tools/techniques.
He has been involved in different projects focused on utilizing analytics techniques and digital tools to enhance optimization, automation, campaign performance, CTAs, and develop measurable KPIs and ROIs. He has demonstrated success in leading cross-functional teams, managing multi-channel marketing campaigns, utilizing CRM and CMS tools for customer engagement, and proficiency in digital and data analytics. Additionally, he has participated in a range of projects targeting bespoke marketing initiatives, budget and KPI management, data-led management of ROIs and multi-channel campaigns, leading stakeholders & external agencies, building teams and individual mentorship, cross-functional teams leadership, and data wrangling and modeling.
His experience spans diverse initiatives including customized marketing strategies, budget and KPI management, data-driven ROI optimization, multi-channel campaigns, stakeholder management, team building, mentorship, and data analysis.
Amir's involvement with industry has generated different case studies with practical and managerial impacts as well as grants and funding. These include those funded by Innovate UK and Innovation Vouchers Schemes, alongside publications with practical implications. Before joining NUBS, he worked across sectors in the UK; and was an Assistant Professor of Marketing at the 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 revolve around service research, analytics, B2B marketing, and innovation management. These encompass B2B services, industrial relationships, services and AI, data analytics, statistical analytics, digital analytics, data-driven services, customer experience (CX), service innovation, high-tech services, leveraging technological innovation, marketing strategy, and customer relationship management (CRM).
Amir is open to supervising Ph.D. applicants aligned with his research interests.
The following lists my publications from 2014 to the present day.
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Amir has served as the module convenor (leader) for various modules, such as PG Generating Customer Insights and Analytics, PG Digital Customer Experience and Applications, Executive MBA Marketing, Full-time and Executive MBA B2B Marketing, UG Marketing Analytics, and Full-time MBA Strategic Market Relations, 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):
Undergraduate
Marketing Analytics (BUSI2045)
MBA
Strategic Market Relations: Building, Managing, & Leveraging Market Relationships (BUSI4388)
Details of all modules can be found on
MyNottingham
Amir's work and interest center 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.
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 Business KTP, Management KTP, and Engineering KTP, supported by various governmental bodies.
1- AI & SaaS Product Design and Strategy Lead (focused on high-tech B2B services, machine learning, CX, digital technologies/ digital business)
This project aims to drive a transformation of an AI-specialised business, enabling greater productivity and scale of impact in their mission to build AI capability in a B2B enterprise. Incorporating marketing and leveraging digital and data analytics, the project focuses on building the skills and systems of a scalable SaaS business. Moreover, targeting and designing a go-to-market strategy will help with building the partnerships and business models to scale a growing AI SaaS platform. Doing so will enable the firm to target its B2B services and improve its overall customer experience (CX). The project will drive optimization, B2B scale, and success for the firm, its clients, and its partners.
2- Productivity, Organizational Change, and Technology Implementation (focused on professional services, CX, AaaS, IaaS, and digital technologies/ digital business)
The project aims to transform current management practices to enhance optimization and boost profits by integrating marketing, digital, and data analytics throughout all aspects of the business. It will support the achievement of strategic and technological objectives by developing digital and data-led capabilities and enhancing B2B customer experience. This includes utilizing digital and analytics tools for strategic product/pricing, process and system efficiency, and automation, as well as establishing and applying data-led and measurable KPIs to evaluate the current market position. Additionally, the project will entail implementing an ERP system and designing and implementing CRM platforms. These efforts will leverage marketing, digital, and data analytics to improve efficiency and effectiveness across various customer touchpoints while enabling predictive decision-making.
3- AI-driven Systems for emerging service clusters (focused on high-tech services, machine learning, AaaS, CX, and PaaS)
The project aims to develop machine-learning models to proactively identify opportunities for personalization and enhancements in both B2B and B2C customer experiences. It will investigate leveraging predictive analytics to assess the likelihood of selling an offering and its speed at various price points. Numerous factors come into play, including market conditions, product popularity, features, pricing, branding, and promotional strategies. These considerations involve journey mapping, technical feasibility, content analysis, generation, optimization, modeling, and channel and platform strategies for comprehensive customer engagement and user testing. Additionally, the goal is to effectively manage diverse data sources and employ machine-learning methods to suggest actions for B2B and B2C clients.
Amir is currently supervising the following Research Students:
Mingyu Yuan
School Administrative Roles
Co-Director of MSc Digital Marketing