Reframing Marketing Priorities
5th – 7th July 2021


For the first time our 2021 Academy of Marketing Annual Conference will take the form of a virtual, online event. We are looking forward to the new opportunities this format will allow to welcome participants into our community. We intend to return to an in-person face-to-face format at the University of Huddersfield in 2022. We thank our colleagues at Huddersfield for working so closely with us in making this decision and we all very much look forward to visiting their wonderful campus in July 2022.

Reframing Marketing Priorities

As we all negotiate our way through the challenges of the current external environment our Annual Conference will consider how Marketing can play its part in helping to shape how we engage with economic, social, political and cultural change. 2020 has been a defining year in so many ways; our 2021 conference theme reflects the need to refocus and address how we as marketing academics, teachers and practitioners can ‘Reframe Marketing Priorities’ in response to such change.

We invite colleagues to explore the crucial issues of change, responses to change and reflection on change that help reframe marketing priorities. We propose to achieve this through workshops that can interrogate these important issues. We are asking:

  • What are the Marketing Priorities that are most impacted by current conditions?
  • How do we reframe these priorities theoretically?
  • How is what and how we teach impacted?
  • What methodological advances and innovations help us to answer these questions?

We look forward to embracing these challenges and discussing them with you at AM2021.

Supported by
Marketing Trust




Anne Marie Doherty Conference Chair
Professor Anne Marie Doherty, University of Strathclyde
Finola Kerrigan Conference Chair
Professor Finola Kerrigan, University of the Arts, London
Lisa O'Malley Conference Chair
Professor Lisa O’Malley, University of Limerick