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About me

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Dr Yusuf Öç

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Dr. Yusuf Öç is an Associate Professor (Senior Lecturer) in the Marketing Department at Bayes Business School in London. He is the co-author of Consumer Behavior: Building Market Strategy, a popular textbook used in universities on customer behaviour.

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His research focuses on digital marketing, mobile marketing, big data, and data analytics, with a particular interest in improving marketing efficiency and exploring the use of data and technology. He has presented his research at international conferences, and some of his work has been published in prestigious journals such as Journal of Business Research, Psychology & Marketing, International Journal of Advertising, Computers in Human Behavior and Journal of Marketing Education.

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Along with Bayes Business School, Dr. Yusuf Öç also taught at London School of Economics (LSE) and King’s College London, delivering courses such as marketing analytics, principles of marketing, creativity, innovation and design, marketing communication both executive level and master's level . He also serves as the Director of the Digital Marketing with AI MSc and Marketing Strategy and Consumer Insights MSc programmes at Bayes Business School.

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He is a Senior Fellow of the UK Higher Education Academy (SHEA Fellow) and regularly teaches at other international universities. Before joining academia, he worked as a Brand Manager for international companies and founded two tech startups.

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Currently, he conducts workshops and training for companies such as Garanti Bank, Kale Holding Company, Opet, and Yemeksepeti, covering topics like AI, digital marketing, social media marketing, behavioral economics and persuasion, and GenAI-powered workplace productivity.

Work Experience

  • Associate Professor (Senior Lecturer) of Marketing, Bayes Business School, City St George University of London, 2023 - Present

    • Course Director of Digital Marketing with AI MSc, 2026 - Present

    • Course Director of Marketing Strategy and Consumer Insights MSc, 2023 - Present

  • Adjunct Associate Professor (Senior Lecturer) of Marketing, London School of Economics,  2024 - 2026

  • Adjunct Associate Professor (Senior Lecturer) of Marketing, King's College London,  2023 - 2026

  • Assistant Professor (Lecturer) of Marketing, King's College London,  2019 - 2023

    • Programme Director of Online Marketing MSc, 2021 - 2023

  • Phd Degree, Bogazici University, 2019

  • Lecturer, Bogazici University, 2016 - 2019

  • Phd Student, Georgia State University, USA, 2012 - 2013​

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Industry Roles

  • Founder of Mysu.com, 2014 - 2016

  • Founder of Unitrends.com, 2012 - 2014

  • Brand Management, Bioblas Shampoo, 2011 -2012

  • Sales and Marketing Solution Specialist, Pfizer Pharmaceutical, 2009 - 2011

Awards

  • Education Recognition Award, Bayes Business School (2026)

        In recognition to my contribution to programme leadership, curriculum innovation, teaching excellence and the enhancement            of the student experience.

  • Outstanding Paper Award 2025, Marketing Education Review

  • UK Higher Education Academy (SHEA) Senior Fellow (Since 2022)

        Recognized for commitment to excellence in higher education teaching and learning.

  • Dean’s Award for Innovative Teaching – King’s Business School (2022)
    Recognized for excellence in innovative teaching, nominated by students. 

  • Dean’s Recognition Award – King’s Business School (2021)
    Awarded for outstanding performance and contributions in supporting colleagues during the transition to online teaching. 

  • Boğaziçi University Scientific Research Project Fund (2018)
    Secured approximately $10,000 in research funding for PhD thesis activities.

  • Turkcell Research Scholarship (2012)
    Awarded a $10,000 research scholarship for a study on the effectiveness of mobile marketing in Turkish companies.

Books

Mothersbaugh, D., Kleiser, S.B., Hein, W. and Oc, Y. (2023). Consumer Behaviour Building Market Strategy International Edition. McGraw-Hill Education UK Limited. ISBN 978-1-5268-5002-7.

www.mheducation.co.uk/consumer-behaviour-international-edition-1-e-9781526850034-emea 

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Consumer Behaviour Text Book Cover Image

Articles

  • Gottschalk, S.A., Lorenz-Kornfeld, A., Oc, Y. and Eisler, N. (2026). Customer responses to smart shopping carts in supermarkets. Journal of Business Research, 215, pp. 116337-116337

  • Oc, Y., Eisend, M., Okazaki, S. and Wang, F. (2026). Effects of multiple models and group diversity in social media advertising. International Journal of Advertising pp. 1-22

  • When We Are Alike: Homophily in Livestream Commerce, Cao, Y., Oc, Y., Wang, F., & Pei, Y. (2025), Journal of Consumer Marketing, ISSN: 0736-3761

  • Comparing The Effectiveness Of Multiple-Answer And Single-Answer Multiple-Choice Questions In Assessing Student Learning, Oc, Y., & Hassen, H., Marketing Education Review, 35(1), pp. 44–57 (2025), [DOI: 10.1080/10528008.2024.2417106]

  • Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption, Oc, Y., Gonsalves, C., & Quamina, L.T., Journal of Marketing Education (2024), [DOI: 10.1177/02734753241302459]

  • Luxury is What You Say: Analyzing Electronic Word‐of‐Mouth Marketing of Luxury Products Using AI and Machine Learning, Oc, Y., Plangger, K., Sands, S., Campbell, C.L., & Pitt, L., Psychology & Marketing (2023), [DOI: 10.1002/mar.21831]

  • An Acceptance Model for Sports Technologies: The Effects of Sports Motivation, Sports Type, and Context-Aware Characteristics, Oc, Y., & Toker, A., International Journal of Sports Marketing and Sponsorship, 23(4), pp. 785–803 (2022), [DOI: 10.1108/ijsms-03-2021-0060]

  • GIST Do It! How Motivational Mechanisms Help Wearable Users Develop Healthy Habits, Oc, Y., & Plangger, K., Computers in Human Behavior, 128, pp. 107089 (2022), [DOI: 10.1016/j.chb.2021.107089]

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