Dr Bjoern Asmussen


Senior Lecturer in Marketing

Oxford Brookes Business School


Bjoern is a Senior Lecturer in Marketing. He is also the subject coordinator for the MSc Marketing & Brand Management as well as the MSc Marketing Communications Management.

Bjoern has developed and teaches a number of modules in brand management and integrated marketing communications, for example, Product and Brand Management, Strategic Brand Management, Brand and Marketing Communications, Content Marketing Management, and PR & Branded Content in the Social Media Age. He has also taught Brand Management on international executive training courses (Red Bull) and supervises undergraduate and postgraduate dissertation students in his areas of research. As part of his teaching he has collaborated with organisations such as Harley-Davidson, Rolls-Royce, Facebook, Amazon, Lego, Vodafone, Fremantle Media, SAP, McCann Erickson, Oxford University Press, L’Oréal, and Oxfam as well as the Chartered Institute of Marketing, Ipsos MORI, Forrester Research, the Market Research Society, the Association for Qualitative Research, and the Branded Content Marketing Association.

Bjoern brings to the faculty a wealth of industry experience, gained prior to joining Oxford Brookes University in October 2007. He worked over a period of over 10 years in a range of marketing disciplines such as branding, advertising, digital, sales, and media. Based on this comprehensive experience, Bjoern then specialised in brand strategy consulting and worked as a Senior Strategic Planner for advertising agency Saatchi & Saatchi in Frankfurt, before becoming Head of Strategy for Figtree, the London-based brand management consultancy (now part of Prophet). During his time in the marketing industry, Bjoern has worked as a consultant for many organisations, including Procter & Gamble, Disney, and Samsung. He has commentated on brand management issues for the BBC and given guest lectures at universities in the UK and abroad.

Teaching and supervision


Modules taught

  • Strategic Brand Management
  • Brand and Marketing Communications
  • Content Marketing Management
  • PR & Branded Content in the Social Media Age

Bjoern also supervises undergraduate and postgraduate dissertation students in his two key research areas of Strategic Brand Management and Integrated Marketing Communications (particularly on Branded Content).


Bjoern works on various projects related to his two key research areas of strategic brand management and integrated marketing communications.

He has a particular interest in Research & Knowledge Exchange between marketing academia and practice. Bjoern has organised and run a number of networking events called Brand Strategy Round Tables which provide a platform for knowledge exchange between academic researchers, teachers, and marketers working in the industry. He has also led a collaborative research project with the BCMA (Branded Content Marketing Association) and the worldwide market research company IPSOS on the topic of ‘Defining Branded Content for the Digital Age’. 

Bjoern has presented the results of his research widely at a number of conferences in Europe and the US. Furthermore, as a result of his research, he has been invited to become an advisor to the Branded Content Marketing Association, the Institute of Branded Content, and the Branded Content Research Network. He has also been a judge for The Drum Content Marketing Awards and is now a permanent member of The Drum Judges’ Club.

Research impact

The results of Bjoern's research on Branded Content are now widely used internationally in marketing industry as well as academia.


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Professional information

Memberships of professional bodies

  • Branded Content Marketing Association
  • Branded Content Research Network
  • Institute of Branded Content
  • The Drum Judges' Club