Dr Nicoletta Occhiocupo


Senior Lecturer in Marketing and Operations Management

Oxford Brookes Business School


I am currently Senior Lecturer in Marketing and Operations Management

Teaching and supervision


Modules taught

  • Creating and Delivering the Retail Brand
  • Foundations of Marketing
  • Exploring and Enhancing Employability
  • Contemporary Issues in Marketing Management
  • Placement
  • Global Marketing
  • Research Methods
  • Dissertation

I have extensive teaching experience both at Postgraduate (including PhD and Master) and Undergraduate level in Marketing, Retailing and Research Methods. I have also gained international experience teaching and leading programmes, among others, in Spain, Italy, France and Hungary. 

Since joining Oxford Brookes University Business School as a Senior Lecturer in 2007, I have covered a number of roles at Oxford Brookes University, including Subject Coordinator at MSc level, Faculty International Exchange Coordinator, Module Leader for MSc and BA dissertations. 

I have been an active member of the Programme Development Teams (PG and UG) in the Marketing Subject Area, in particular contributing to the redevelopment of MSc Marketing Portfolio, going from one MSc in Marketing to the current portfolio of four MSc Programmes in Marketing.

In my teaching, I enjoyed involving in several occasions companies and organizations to jointly create 'real life' assessments, whereby students had to work on a company briefing, so that they could experience how theoretical knowledge applies into practice.


I am an experienced PhD supervisor, with four PhD completions and several PhD students currently working under my supervision. I have acted as PhD internal and external examiner, also in Spain and Italy. 

I have been a member of the University Research Degree Committee and acted as Postgraduate Research Tutor on the PhD Programme of the Business School, also playing a key role in the EDAMBA membership application process in 2016-17.

I have supervised to completion around 100 dissertations, at Master and Undergraduate level.

Research Students

Name Thesis title Completed
Saptaparni Chaki Evaluating empowered personhood among young Indian women: A case study of skin lightening creams marketed in India Active
Luiza Gaysina Gift-giving: A consumer-resource framework for understanding consumer gifting behaviour around gift cards in two capital cities, London and Moscow Active


My research focuses broadly on understanding value co-creation, both from managerial and consumer perspectives in the services industries, food and fashion. 

I have been doing research relating to online communities and reviews, global markets, innovation, branding, retailing and foodservice, primarily using a qualitative research approach.

I serve as a reviewer for several journals and conferences, and I am a member of the Programme Committee of the International Conference on Advances in National Brand and Private Label Marketing.

Since 2003, I have been an associate member of the Oxford Institute of Retail Management (OXIRM), Saïd Business School, University of Oxford.

Research impact

My work has been published, among others, in Journal of Business Research, International Journal of Hospitality Management, Journal of Marketing Management, Journal of Product & Brand Management and Marketing Intelligence and Planning. 

At the Academy of Marketing Conferences 2019 and 2010, I received a 'Best Paper Award' in the tracks where the papers were submitted and presented.

I have also been invited to present my research at practitioners events.


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Professional information

Memberships of professional bodies

  • Fellow of the Higher Education Academy 
  • Member of the Academy of Marketing


  • Academy of Marketing Conference;
  • Global Marketing Conference (GAMMA);
  • International Conference on Advances in National Brand and Private Label Marketing;
  • Oxford Retail Future Conference;
  • Naples Forum on Service;
  • European Association of Education and Research in Commercial Distribution (EAERCD);
  • EIRASS Conference;
  • ICCMI Conference.


My research has often involved companies and managers in terms of data collection and informal conversations on marketing aspects of their strategy.

Further details

Before joining Oxford Brookes University, I was teaching assistant for the MBA Marketing module at Saïd Business School, University of Oxford. I was a visiting doctoral student and researcher from October 2003 until 2007 at Green-Templeton College (formerly Templeton College), University of Oxford, in the Oxford Institute of Retail Management, of which I am an associate member. During my doctorate, I also worked at the University of Parma (Italy) in the Marketing Department of the Faculty of Economics and Business.

I hold a PhD in Marketing from University of Genoa (Italy), having previously completed my studies at University of Parma (Italy), including one year at University of Barcelona (Spain).

I have been awarded two Santander grants in 2008 and 2015.

I fluently speak English, Spanish and Italian (native).