Brawner 244
Dr. Marzieh Yaghini is a scholar and strategist at the intersection of marketing, artificial intelligence, and global business strategy. With a PhD in Quantitative Marketing and over six years of industry leadership, she brings a unique ability to bridge business strategy and AI/ML innovations. She teaches courses on Marketing Data Science, Marketing Strategy, International Marketing, Advanced Business Analytics, and Market Research. Her purpose is to equipe future leaders to critically engage with emerging technologies while driving responsible business growth in global markets.
Dr. Yaghini earned her Ph.D. in Quantitative Marketing from the Gordon S. Lang School of Business at the University of Guelph in Canada. She also holds an MBA from Sharif University of Technology and a B.Sc. in Industrial Engineering. Her research is focused on developing causal methods to study causal mechanisms underlying the marketing and social science phenomena, such as new product market penetration and market entry strategies in international market. She also conducts research on how AI transforms marketing strategy, product innovation, and sustainability practices. She has presented at leading conferences such as ISMS Marketing Science, the AMA Academic Conference. She served as a reviewer for the Journal of Marketing Analytics, Canadian Journal of Administrative Sciences, and multiple AMA conferences.
Beyond academia, Dr. Yaghini brings over six years of industry experience in healthcare, pharmaceuticals, and consulting, in addition to leading a tech Startup as a CEO all the way to acquisition. As CEO, she led a Health Tech startup focused on improving youth mental health through education, successfully driving product strategy, market fit, and user engagement. She also worked as Planning and Business Support Manager at a pharmaceutical company, where she worked supply chain optimization and marketing strategy through advanced analytics. Earlier, as Project Manager at a consulting firm, she managed a team to deliver market research, competitive analysis, and customer segmentation projects that informed strategic investment decisions. Across these roles, Dr. Yaghini consistently leveraged data-driven insights, cross-functional leadership, and business intelligence tools to translate analytics into strategic impact and deliver growth.
Her broader academic goal is to bridge AI Innovation, Marketing Science, and Sustainability to improve ethical marketing practices and support long-term sustainability strategies.
• 44th Annual ISMS Marketing Science Conference, June 16-18, 2022, USA
• 45th Annual ISMS Marketing Science Conference, June 8-10, 2023, USA
• 2023 AMA Summer Academic Conference, August 4-6, 2023, USA
Research in Progress:
• ‘Mobile Money Penetration in Low-Income Nations: Multiple Mediation Effects of Microentrepreneurial Climate and Latent Financial Services Demand’, Target: JIM
• ‘How Far is “Far Away”? – Effects of Cross- Country Distance on Entry Timing and Performance’, Target: IJRM
• How Machine Learning Facilitates Value Cocreation to Enhance the User Experience: The Reciprocal Feedback Recommender System, Target: Journal of Interactive Marketing
• Sustainability & ESG Practice Deviations Across U.S. Industries, Target: Sustainability
