top of page

About me

Yusuf Öç

Dr Yusuf Öç

  • Instagram
  • LinkedIn
  • YouTube
  • Twitter

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.

​

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 Psychology & Marketing, Computers in Human Behavior, Journal of Marketing Education, Journal of Consumer Marketing, and the International Journal of Sports Marketing and Sponsorship.

​

Beyond Bayes Business School, Dr. Yusuf Öç also teaches 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 MSc Marketing Strategy and Innovation programme at Bayes Business School.

​

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.

​

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

Work Experience

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

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

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

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

  • 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​

​

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

  • 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. Received a £1,000 recognition award.

  • Dean’s Recognition Award – King’s Business School (2021)
    Awarded for outstanding performance and contributions in supporting colleagues during the transition to online teaching. Received a £1,000 recognition award.

  • 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 

​

Articles

  • When We Are Alike: Homophily in Livestream Commerce, Cao, Y., Oc, Y., Wang, F., & Pei, Y., Journal of Consumer Marketing (Published: March 3, 2025), 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]

bottom of page