Digitalisation for SMEs: Doing More with Less

How can small businesses embrace digital tools without big budgets? This article explores how SMEs can adopt tech creatively using entrepreneurial marketing logic—blending effectuation, bricolage, and lean testing to drive growth on their terms.

The Rise of AI-Generated Models in Fashion

AI-generated models like Lil Miquela and Shudu are redefining fashion marketing. Discover how brands like H&M are embracing digital twins, the benefits they offer, and the ethical questions they raise about authenticity and diversity.

Outrunning the Bear: Surviving (and Thriving) in the New Higher Education Landscape

There’s an old survival adage: “You don’t need to outrun the bear—just the person next to you.” Right now, that saying rings more true than ever. With funding crises looming, international student flows uncertain, and institutional costs rising, the metaphorical bear is real—and hungry. For universities,

Beyond Economics: Why Trump’s Return Demands a Rethink of Marketing Models and Teaching

As Trump returns to power and tariffs rise, core marketing models rooted in stability face new challenges. This article explores how political disruption is reshaping both marketing strategy and how the subject is taught in business schools worldwide.

Execution is Everything: Aligning Digital Strategy with Customer Communication

Choosing the right digital marketing strategy is only half the battle. The next challenge is execution —how businesses communicate their message, engage customers, and allocate resources effectively.

The Power of Prioritisation: Using AHP to Choose the Right Digital Marketing Strategy

Marketing today is more complex than ever. Businesses must navigate an overwhelming number of digital channels, from search engine optimisation (SEO) and pay-per-click (PPC) advertising to influencer marketing and email campaigns.

From Gut Feeling to Data-Driven Decisions: How Marketers Can Build Better Digital Strategies

Marketing strategy has long been shaped by a mix of intuition, experience, and market trends. While gut feeling can sometimes lead to strong results, businesses increasingly require structured decision-making to stay competitive.

Virtual Travel vs. Real Travel: Is the Metaverse the Future of Eco-Tourism?

Introduction: The Rise of Virtual Tourism in an Era of Sustainability The tourism industry has long been at the crossroads of economic opportunity and environmental responsibility. With global travel contributing significantly to carbon emissions, the sector faces mounting pressure to adopt more sustainable practices. In response, digital transformation is presenting

From Loyalty Points to AR Adventures: How Gamification is Reshaping Tourism

The Rise of Gamification in Tourism Tourism has always been about experiences, but the rapid acceleration of digital technology is changing the way consumers interact with destinations, brands, and loyalty programmes. Gamification—the application of game-like mechanics to non-game environments—is emerging as a powerful tool to engage travellers, influence

The Rise of the Eco-Influencer: How Social Media is Driving Sustainable Travel

Sustainable tourism has transitioned from a niche trend to a central pillar of the modern travel industry. As concerns over climate change, environmental degradation, and cultural preservation grow, travellers are becoming increasingly discerning about their choices.

Blockchain & Digital Transparency: The Next Step in Eco-Certifications?

As eco-conscious travellers demand greater transparency, blockchain technology is emerging as a powerful tool to verify sustainability claims and prevent greenwashing in tourism.

AI-Powered Sustainability: How Smart Tech is Revolutionising Eco-Tourism

As digital transformation reshapes industries, the tourism sector is undergoing a fundamental shift. Sustainable tourism is no longer just about adopting eco-friendly practices; it is about leveraging cutting-edge technology to monitor, personalise, and optimise sustainability efforts.