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Dr Marzena Nieroda
1 Pool Street
E20 2AF
Dr Marzena Nieroda profile picture
  • Lecturer in Marketing and Commercialisation in Healthcare
  • Global Business School for Health
  • Faculty of Pop Health Sciences

I am a Lecturer in Marketing and Commercialisation for Healthcare at UCL Global Business School for Health (GBSH). Prior to joining UCL GBSH I was a Lecturer in Marketing at Alliance Manchester Business School at the University of Manchester, where I also obtained my PhD in Marketing. My journey with marketing began in the USA, where I pursued my MSc in International Marketing degree at Saint Joseph’s University in Philadelphia. As I delved deeper into the scope and commercial applications of marketing, in the USA, UK, Poland and through various international experiences, I realised there is an amazing opportunity to put marketing principles to good use in the healthcare context.  

Throughout my career I met inspiring colleagues developing various health interventions, aiming to address the challenges associated with the aging population, disease prevention, and management of chronic diseases. Learning about their work I realised that marketing could be a very powerful tool in facilitating public awareness of many ground-breaking health interventions that could have the potential to impact individual behaviours (e.g., encourage various preventative and health promotion behaviours), thus mitigate risks of future diseases and improve people’s quality of life, and potentially enhance longevity. Rapid developments in technology and its accessibility for various health services opens those opportunities further, as it enables us to reach more diverse groups of people in a more resource efficient and effective ways.

Once I started exploring the potential of marketing and commercialisation in healthcare, I realised the impact this type of work could make on society. I knew I would want to pursue this research avenue in my future career. 

Research Summary

My research evolves around personalisation of consumer journeys in complex services and is grounded in core marketing concepts, mainly consumer behaviour, consumer-based communication strategy, product and brand management. The projects I works on relate to marketing of technology-based innovations, predominantly in the healthcare settings. Focused on user/consumer requirements, I explore the acceptability and feasibility of such innovations and develop marketing strategies for its successful launch and management. I am a strong believer in highly personalised and user-centred marketing approaches that can enhance business performance and in the healthcare context create opportunities for positive social impact (e.g., by promoting wellbeing for all at all ages). 

I have contributed to research projects funded by Cancer Research UK, Greater Manchester Cancer Vanguard, the European Commission, Digitally Enhanced Advanced Services (DEAS), EPSRC and the University of Manchester, working within the wider context of health promotion and digitalisation of services.

Teaching Summary

My teaching expertise rests with all aspects of marketing and commercialisation for healthcare: healthcare marketing, marketing strategy, healthcare communications, digital marketing, user experience (UX) design and testing. I have experience teaching on marketing management undergraduate and postgraduate degree programmes as well as executive education programmes. 

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