Dr Aster Mekonnen

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Lecturer

Management and Marketing

Switchboard: +44 (0)20 7911 5000
35 Marylebone Road
London
GB
NW1 5LS
Connect with me
Westminster Research

About me

I am committed to supporting ongoing research and education development in Marketing and Research Informed Teaching as a Fellow of Staff & Educational Development Association (FSEDA). I have over 15 years relevant research, leadership, and teaching experience gained from past roles such as ‘Academic Lead in Research Informed Teaching’, leading a BSc Marketing programme as well as working with various industries prior to academia. 

Teaching

I am a Fellow of the Higher Education Academy (FHEA). I am involved in the Consumer Psychology & Research module as well as the Brand Strategy module and the supervision of the Integrated Marketing Communication project.

In the past I have been involved in Executive MBA (Marketing), Marketing and Communications (undergraduate), Digital Marketing, Brand Essentials and Brand Management modules. Currently I am also a visiting lecturer at external institutes involved in DBA supervision as well as teaching on marketing related modules. 

Research

My research focuses on digital marketing and research informed teaching. Recent publications include:

Mekonnen, A. and Larner, L. (2021), ‘Digital Marketing in Luxury Fashion - From Crisis to Strength’, in The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces. Edited by W. Ozuem and S. Ranfagni. Publisher: Palgrave Macmillan 1.  [DOI: 10. 1007/978-3-030-70324-0_9]

Mekonnen, A. and Larner, L. (2018), ‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands’, in Digital Marketing Strategies for Fashion and Luxury Brands. Edited by W. Ozuem and Y. Azemi. IGI Publication [DOI: 10.4018/978-1-5225-2697-1.ch008]

Mekonnen, A. (2016), ‘Digital Marketing Strategy for Affinity Marketing – Utilising the New Marketing Arena’, in Competitive Social Media Marketing Strategies. Edited by W. Ozuem and G. Bowen. IGI Publication. [ISBN: 9781466697775 1466697776 ch001]

Mekonnen, A, Harris, F, and Laing, AW (2008) 'Linking products to a cause or affinity group: does this really make them more attractive to consumers?' European Journal of Marketing, vol. 42, no. 1/2, pp. 135-153. [doi:10.1108/03090560810840943]

Laing, AW, Harris, F, and Mekonnen, A (2004) 'Deconstructing affinity relationships: consumers and affinity marketing', Journal of Customer Behaviour, vol. 3, no. 2, pp. 215-228.

Mekonnen, A. (2019), Strengthening the Implementation of Research Informed Teaching (RiT) through student involvement – Research informed learning, Advanced HE Teaching and Learning conference, University of Northumbria, Newcastle

Mekonnen, A. (2018), Strengthening the Implementation of Research Informed Teaching (RiT): Addressing the Challenge faced by an Alternative Provider in UK Higher Education, Academy of Marketing Conference, University of Stirling

 

Publications

For details of all my research outputs, visit my WestminsterResearch profile.