Accepting PhD Students

PhD projects

Dr. Muravsky is happy to supervise projects that look to advance the marketing and management literature in the following areas:
1. Effectiveness and success factors of brand alliances/ co-branding
2. Creating and managing inclusive advertising
3. Advertising and persuasion knowledge / suspicion / distrust
4. The use of gamification in marketing and management
5. Consumer perception of the use of brand characters
6. AI transformation of marketing communications and consumer-company relationships

* Dr. Muravsky is also open to supervise interesting projects in different contexts.


Research activity per year

Personal profile


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).

Area of academic expertise - outline

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.

Current research activities

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

Current teaching activities and interests

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

Desired research direction

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

Target collaborative companies

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

Target collaborative organisations

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. 

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 5 - Gender Equality
  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production

External positions

Academic Director of the BSc program "Marketing and Market Analytics" , National Research University Higher School of Economics

1 Nov 202031 Aug 2022

Associate Professor in marketing, National Research University Higher School of Economics

1 Sept 202031 Aug 2022

Head of Laboratory of Economic and Management Research, IBS-Moscow Russian Presidential Academy of National Economy and Public administration

1 May 201931 Oct 2020

Associate Professor in management, IBS-Moscow Russian Presidential Academy of National Economy and Public administration

1 Apr 201931 Oct 2020

Director of Digital marketing and online education studio, Graduate School of Management, SPU

1 May 201631 Jul 2018

Consulting projects manager, Graduate School of Management, SPU

1 Sept 201530 Apr 2019

Assistant professor in marketing, Graduate School of Management, SPU

1 Sept 201331 Mar 2019

Senior lecturer in management, IBS-Moscow Russian Presidential Academy of National Economy and Public administration

1 Sept 201330 Apr 2019

Deputy Dean of the Faculty of International Relations, IBS-Moscow Russian Presidential Academy of National Economy and Public administration

1 Sept 201331 Aug 2015

Research assistant, Graduate School of Management, SPU

1 Sept 201231 Aug 2013


  • HD28 Management. Industrial Management
  • strategic marketing
  • marketing communications
  • branding
  • brand community
  • persuasion knowledge
  • gamification
  • Digital Marketing
  • Inclusion
  • consumer behaviour
  • advertising


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Collaborations and top research areas from the last five years

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