Dr Michele Chiariello

• Developing Academic Skills
• Digital Marketing
• Contemporary Issues in Marketing Management
• Customer Insight and Engagement
• Marketing Analytics
• International Marketing
• Consumer Behaviour

I teach across undergraduate and postgraduate programmes in Digital Marketing, Marketing Analytics, Consumer Behaviour and Customer Insights. My teaching combines research-informed theory with industry practice, using analytics, AI and experiential learning approaches to help students develop employability, critical thinking and data-driven decision-making capabilities.
I am particularly interested in the integration of marketing analytics, social listening, artificial intelligence and real-world business challenges within marketing education.

Courses
MSc Digital Marketing
BA (Hons) Digital Marketing

Modules Taught
Postgraduate
Customer Insights and Engagement
Digital Marketing and Analytics
Understanding Consumer Behaviour
Digital and Social Media Marketing Strategy

Undergraduate
Social Media Management
Marketing Analytics
Developing Academic Skills
Contemporary Issues in Marketing Management
International Marketing
Consumer Behaviour

My teaching emphasises analytics, AI literacy, social listening, experiential learning and industry-relevant digital marketing practice.

 

Dissertation supervision in areas including:
Digital marketing, Marketing analytics, Artificial intelligence in marketing, Consumer behaviour, Social media and social listening, Sustainability and sustainable consumption,
Customer engagement and customer experience, Digital transformation and innovation.

I support students in applying quantitative, qualitative and mixed-method research approaches, including machine learning, text analytics and social media data analysis.

My research focuses on the application of analytics, artificial intelligence and machine learning to understand consumer behaviour and support marketing decision-making.
Current research interests include:

• Sustainable consumer behaviour and sustainability-oriented consumption
• Social listening and analysis of online communities
• Consumer insight generation from unstructured data
• Marketing analytics and predictive modelling
• AI-supported marketing decision making
• Digital communities and customer engagement
• Marketing education, AI literacy and analytics pedagogy

My work combines qualitative and quantitative methodologies, including netnography, machine learning, text analytics, survey research and multivariate modelling.

 

My research contributes to the development of analytical frameworks and methodologies that enable organisations and researchers to derive actionable insights from large-scale, unstructured consumer data.
This includes the application of machine learning, text analytics and advanced modelling techniques to understand consumer behaviour, sustainability-related decision making and digital engagement. My work also informs curriculum innovation and the development of analytics and AI capabilities in higher education.

Conference Presentations and Scholarly Dissemination

Chiariello, M. (2026) Going Beyond the Theory-Practice Boundary: An Integrated Pedagogical Framework for Digital Proficiency, AI Literacy, and Strategic Data Analytics. Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M. and Nikhashemi, S.R. (2026) From Social Listening to Strategy: Measuring Marketplace Meaning from Unstructured Big Data (Visualised Using Positioning Maps). Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M., Nikhashemi, S.R. and Nusair, K. (2026) Capturing Consumer Meaning in Digital Communities: A Text-Derived Framework for Sustainable Behaviour Prediction. Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M. (2026) Presentation at the Academy of Marketing Education Thought Leadership Event, Warwick Business School, Coventry, UK.

Chiariello, M., Nikhashemi, S.R. and Nusair, K. (2025) Exploring Online Sustainability Communities with the Application of Netnography and Unsupervised Machine Learning. Academy of Marketing Annual Conference, Cork, Ireland

Chiariello, M., Nikhashemi, S.R. and Laurie, S. (2024) Adopting Big Data Analysis for Modelling the Main Factors that Enable Sustainable Fashion Consumption. Academy of Marketing Annual Conference, Cardiff, UK.

External Roles

• External Examiner, Ulster University
• External Panel Member, MSc Digital Marketing and Analytics Validation, University of Derby
• Co-founder, Marketing Analytics and AI Special Interest Group (MAAI SIG), Academy of Marketing
• Senior Fellow of Advance HE (SFHEA)
• Member, Academy of Marketing
• Registered Expert and Coach, European Commission BlueInvest Expert Network
• Former Expert and Coach, European Commission Horizon 2020 Programmes.

Chiariello, M. (2026) Going Beyond the Theory-Practice Boundary: An Integrated Pedagogical Framework for Digital Proficiency, AI Literacy, and Strategic Data Analytics. Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M. and Nikhashemi, S.R. (2026) From Social Listening to Strategy: Measuring Marketplace Meaning from Unstructured Big Data (Visualised Using Positioning Maps). Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M., Nikhashemi, S.R. and Nusair, K. (2026) Capturing Consumer Meaning in Digital Communities: A Text-Derived Framework for Sustainable Behaviour Prediction. Academy of Marketing Annual Conference, Manchester, UK, 7–9 July 2026.

Chiariello, M. (2026) Presentation at the Academy of Marketing Education Thought Leadership Event, Warwick Business School, Coventry, UK.

Chiariello, M., Nikhashemi, S.R. and Nusair, K. (2025) Exploring Online Sustainability Communities with the Application of Netnography and Unsupervised Machine Learning. Academy of Marketing Annual Conference, Cork, Ireland

Chiariello, M., Nikhashemi, S.R. and Laurie, S. (2024) Adopting Big Data Analysis for Modelling the Main Factors that Enable Sustainable Fashion Consumption. Academy of Marketing Annual Conference, Cardiff, UK.
 

I have extensive international consultancy and executive experience in marketing, innovation and business development.
Current and previous consultancy activities include:

• European Commission BlueInvest Programme (Expert and Coach)
• Horizon 2020 Innovation and Enterprise Programmes (Expert and Coach)
• Innovation and growth strategy for SMEs and start-ups
• Marketing analytics and digital marketing strategy
• Sustainable innovation and entrepreneurship initiatives
• International business development and market expansion projects

My consultancy experience spans Europe, the Middle East, Asia and North America, informing both my research and teaching practice