Meet your mentors • City St George's, University of London

About Dr Yusuf Öç

Dr Yusuf Öç is a Senior Lecturer in Marketing at Bayes Business School, City St George’s, University of London. He is the Course Director of both the Digital Marketing with AI MSc and the Marketing Strategy and Consumer Insights MSc courses at Bayes. His research focuses on digital marketing, mobile marketing, big data and data analytics, with a particular interest in improving marketing efficiency and exploring the use of data and technology in marketing contexts. His work has been published in prestigious journals including Psychology & Marketing, Computers in Human Behavior, Journal of Marketing Education, Journal of Consumer Marketing and the International Journal of Sports Marketing and Sponsorship and he has presented at international conferences.

Dr Öç’s extensive research in digital marketing and analytics underpins his teaching, making him exceptionally well‑placed to guide students in both MSc courses. His expertise allows students to learn the most current tools, strategies and evidence-based approaches to consumer insights, marketing strategy and AI-powered marketing applications.

He is co-author of the textbook Consumer Behaviour: Building Market Strategy, widely used in higher education to teach customer behaviour and strategic marketing principles. He also teaches at other leading universities including the London School of Economics and King’s College London, covering topics such as consumer behaviour, marketing analytics, creativity and innovation, and marketing communication.

Before his academic career he worked as a Brand Manager for international companies and founded two tech startups, and he continues to deliver workshops and training in digital marketing, social media marketing, behavioural economics, persuasion and AI‑powered marketing for organisations including Garanti Bank, Fiba Holding Company, Opet and Tüpraş.

How the Digital Marketing with AI MSc and Marketing Strategy and the Consumer Insights MSc Courses Prepare Students for the Future

Bayes Business School offers two distinct but related marketing courses directed by Dr Yusuf Öç: the Digital Marketing with AI MSc and the Marketing Strategy and Consumer Insights MSc. Both courses equip students with foundational marketing knowledge, analytical capability and practical experience, while each has a specific focus tailored to contemporary career paths in marketing.

Industry‑focused learning

Both courses combine academic theory with real‑world applications, industry engagement and practitioner insight:

The Digital Marketing with AI MSc prepares students to become experts in AI‑enabled digital marketing, teaching how to use industry‑standard tools for customer insight, AI‑powered content creation, search and answer engine marketing, social media marketing and digital advertising optimisation. Students also work with real live briefs, case studies and consultancy style projects with real organisations.
The Marketing Strategy and Consumer Insights MSc focuses on strategic marketing planning, brand management, consumer psychology, sustainability, culture and technology. It includes live consultancy projects, industry‑led modules and research projects that give students practical experience analysing markets, generating insights and developing meaningful marketing strategy.

Comprehensive skill development

Across both courses, students develop a blend of analytical, technical and strategic skills, including:

AI‑enabled digital marketing tools, analytics and optimisation techniques (Digital Marketing with AI MSc)
Marketing strategy, brand building and consumer insight methods (Marketing Strategy and Consumer Insights MSc)
Consumer behaviour understanding and insight techniques
Data‑driven decision‑making and digital campaign evaluation
Creative problem‑solving and strategic storytelling

These skills are built through industry projects, guest lectures, simulation activities and elective options aligned with real marketing challenges.

Industry engagement and networks

Both courses connect students with marketing professionals through guest speakers, live industry projects and events, giving insight into current trends, challenges and innovations in marketing, brand strategy and digital transformation. Being based in the heart of London gives students access to a vibrant ecosystem of global brands, agencies, tech firms and start‑ups, enhancing professional exposure and networking opportunities.

Career preparation

Graduates from these courses are prepared for a wide range of roles in marketing and related fields:

Graduates of the Digital Marketing with AI MSc are ready for roles in digital marketing, performance marketing, growth marketing, social media marketing, e‑commerce, SEO, paid search and analytics‑focused positions in agencies, consultancies, tech firms and in‑house marketing teams.
Graduates of the Marketing Strategy and Consumer Insights MSc are prepared for roles in strategic marketing, brand management, consumer insight, innovation and consultancy across corporations, agencies and start‑ups.