Daniel Muravsky holds a PhD in management (major: marketing) from Saint-Petersburg State University and is a Senior lecturer in marketing at the school of Business and creative industries, University of the West of Scotland (London). He has over 12 years of experience teaching marketing and management disciplines and is the author of over 20 scientific publications.

He specializes in experiments, quantitative and mixed method research. with preference for socially significant topics and innovative research contexts. His core believe is that academia does not necessarily have to be boring as he acts an advocate for the use of gamification in teaching and strives to encourage to think about thesis writing as a creative outlet and an opportunity to explore your hobbies and personal interests.

Daniel is a recipient of numerous academic awards, including distinctions for teaching, innovation, the use of gamification, case writing, and academic leadership, such as the Champion title from the Central and East European Management Development Association (CEEMAN) for outstanding achievements in promoting socially responsible management in education (2018).

Daniel's research generally aims at showcasing the impact of marginal company practices to which business does not pay enough attention on consumer perception and behaviour. For example, symbolic brand alliance formation (e.g., co-advertising), gamification, choice of brand characters' architype, provocative advertising recall, etc.

Aligning the perspectives of the decision makers with the target audience allows to build frameworks for strategic decision making and finding KPIs which reflect the real impact of these practices on consumers. Therefore, from the one hand he works both with company data, such as ad performance, interviews with managers and case studies, and on the other - consumer data, such as SML, online panels data, experiments, ethnography, etc.

My current research activities include:

• Formation and management of brand alliances / co-branding
• The use of brand characters in marketing
• Gamification in marketing
• Market exit / withdrawal strategies
• Inclusive advertising
• Persuasion knowledge and marketing communications
• Brand community management
• Generative AI and content management
• Luxury branding and SMM

Daniel currently teaches Digital marketing strategy workshop (MBA), Fundamentals of marketing (BSc), and Business research skills (BSc).

Will carry on with my current research activities with some focus on both developed and developing countries

He is open to work collaboratively with some companies in UK and abroad on research related effectiveness of brand alliances, gamification, etc.

He is interested in collaborating with policy makers and organizations that monitor and deal with advertising legistlation and questions related to the companies' ethical responsibility towards their current and past consumers.