Reframing Marketing Priorities
5th - 7th July 2021

Competitive Short Papers will be a maximum of 500 words long (excluding references). Each Workshop has its own ‘Call for Papers’ specifying the content requirements, and these are listed below. All papers must be submitted online via the AM 2021 website and full details and the submission link will be available at the main Call for Submissions page. Please note this page will be updated as each call becomes available and additional workshops are added to the programme.

Creating and delivering digital, innovative and authentic assessments

Workshop Conveners: Ms Joanne Matthews, University of Birmingham, Dr Sarah Montano, Member of the AoM Education Committee, University of Birmingham, Dr Nicki Newman, Member of the AoM Education Committee, University of Birmingham
Workshop Format: Open – Submission based

Aim of the workshop:
It has been known for some time, that universities need to take advantage of technological opportunities (Barber et al. (2013), yet, innovative digital assessments are infrequently used, as universities are still wedded to traditional assessments. However, the COVID-19 crisis has accelerated the move from traditional face-to-face assessment to an online format with insufficient time, to reflect on the pedagogical approaches needed for online assessments. Furthermore, digital assessments are needed to allow students to develop creativity as a key employability skill (W.E.F. 2018); engage in experiential learning (Kumar and Bhandarker 2016); showcase their digital employability skills to future employers and develop student digital citizenship (Adams Becker et al. 2017; Tomlinson 2010). In particular, for marketing students it is important that assessments are also authentic (Villarroel et al. 2018).

To stimulate discussion, the workshop convenors will begin by showcasing 2 digital solutions. Solution 1, showcases a digital creative retail assessment where students design their own store, that allows students to develop their own creative practice that is needed for the retail industry (Ma et al. 2018). Solution 2, showcases the process of applying traditional group work practices to virtual group work specifically through the Zoom platform. The solution will demonstrate a real-life case study of a 15 minute MSc marketing presentation with a mixed group of students (some on different time zones). The content of the presentation will include details of how the group prepared the presentation, how the group present live via Zoom and methods for how the assessor can interact with the group via Zoom. This is a working project and attendees are encouraged to offer ideas to take the project forward.

This transition into the digital assessment arena has not been without challenges therefore, this workshop will bring together academics who have developed or are interested in developing innovative digital and authentic assessments to showcase their ideas; to discuss how to move this under researched area forward and understand how new technology can help to redesign the learning process (Barber et al. 2013).

Submissions should be no longer than 500 words (excluding references). Abstracts will be submitted through the online Conference paper submission system via the link at the Conference website, which will be open for submissions from 1 February to 15 March 2021.
Abstracts should offer an insight into alternative models of assessment to allow for discussion around the following areas:

  • Solutions to innovative and authentic assessment design challenges
  • Innovative use of Virtual Learning Platforms or other technologies
  • Showcasing exemplars of best practice
  • Student experiences of digital and authentic assessments

Pre-submission enquires can be sent to:

Adams Becker et al. (2017) NMC Horizon Report: 2017 Higher Education Edition. Austin, Texas: The New Media Consortium.
Barber et al. (2013) An Avalanche is Coming: Higher Education and the Revolution Ahead. Institute for Public Policy Research.
Kennedy et al. (2008) First Year Students’ Experiences with Technology: Are They Really Digital Natives? Australasian Journal of Educational Technology; 24(1): 108-122.
Kumar, S. and Bhandarker, A. (2017) Experiential Learning and its Relevance in Business School Curriculum; Developments in Business Simulation and Experiential Learning; 44: 244-251.
Ma et al. (2018) An integrative review: Developing and measuring creativity in nursing; Nurse Education Today; 62(March): 1-8.
Owston, R. and York, D. (2018) The nagging question when designing blended courses: Does the proportion of time devoted to online activities matter? The Internet and Higher Education; Vol. 36 (Jan) pp. 22-32.
Tomlinson, M. (2010) Investing in the self: structure, agency and identity in graduates’ employability. Education, Knowledge & Economy, 4(2), 73-88.
Villarroel, et al. (2018) Authentic Assessment: Creating a Blueprint for Course Design; Assessment and Evaluation in Higher Education; 43(5): 840-854.
World Economic Forum (2018) The Future of Jobs Report

Embedding sustainability and responsibility into the marketing curriculum

Workshop conveners: Dr Nicki Newman, Member of the AoM Education Committee (University of Birmingham) and Dr Caroline Oates, Member of the AoM SIG for Sustainability & Ethics (University of Sheffield)
Workshop Format: Open – Submission based

Aim of the workshop:
This workshop aims to bring together the two important and related areas of sustainability and responsibility within the teaching of marketing. Their importance has been highlighted through UNESCO identifying the empowerment and mobilisation of young people as one of its priorities in its Global Action Plan for Education for Sustainable Development (UNESCO, 2018). The importance of responsible marketing has also been recently underlined by a number of large multinational organisations boycotting Facebook due to their policies and procedures on how they moderate harmful content on their site (BBC, 2020).

When developing the next generation of marketers it is vital that we, as a community of academics, prepare them for their future careers not just in the skills and knowledge they will take with them but also with the required ethos and mindset that will allow them to develop our discipline in a way that benefits the whole of society.

Submissions (maximum 500 words, excluding references) can be either research or case study based papers but should allow for the sharing and transferring of ideas between the delegates. Papers may fall into one of the following themes:

  • What is the best way to incorporate sustainability and responsibility within the curriculum? How effective are speciality modules/courses?
  • Examples of practice of how to engage students in sustainable and responsible marketing practice.
  • Evidence of how enduring the teaching of sustainability and responsibility can be for students during university and after graduation.

Participants will be selected to share in the delivery of the workshop and these submissions will be used as a basis for discussion during the workshop.

Pre-submission queries can be sent to either Nicki @ or Caroline @

Papers to be submitted through the online Conference paper submission system via the link at the Conference website, which will be open for submission form 1st February to 15th March 2021.

Harnessing the Power of Word-of-Mouth

Workshop Conveners: Anton van Weert, Sanquin Blood Supply Foundation, The Netherlands and Rahul Chawdhary, Kingston University London, United Kingdom

Weaving Connections: Advancing Theoretical Insights into Gift Giving in the 2020s

Workshop Conveners: Ines Branco-Illodo, University of Stirling, Teresa Heath, University of Minho and Caroline Tynan, University of Nottingham.

Identifying the Not-for-Profit Marketing Visionaries

Workshop Conveners: Fran Hyde, University of Suffolk and Sarah-Louise Mitchell, Oxford Brookes University
Workshop Format: Open – Submission based

Aim of the workshop:
Every now and then one person or team brings a moment of ‘lift’. These are the people who enable an organisation to make a strategic shift, to leapfrog the competition, to touch their audiences. It is their stories that offer marketing lecturers inspiration for academic papers, resources for case studies and insightful in-class teaching examples. It is these inspiring stories that build a bank of evidence from which new streams of marketing research can flow.

Visionary thinkers solve problems, spot opportunities and drive growth. They “join the dots invisible to others” (Bacon, 2014). Innovation has been widely studied in the context of for-profit organisations however, less attention has been paid in the marketing literature to innovation in non-profit organisations (Hull and Lio, 2006) and yet this sector requires real vision to achieve charitable mission with limited investment and an increasingly competitive environment (Bennett, 2018).

How we identify a visionary depends on our own theoretical perspective (Topaloglu et al, 2018; Will et al., 2018). Thus, in this workshop we are deliberately taking an inter-disciplinary approach, encouraging academics to look, perhaps for the first time, at the not-for-profit sector through their own area of expertise. Perhaps it is an innovative approach to segmenting their audiences or breakthrough sponsorship partnerships, digital engagement or use of VR, knowledge of effective collaborations, rebranding, and sustainability or reputation management?

For submissions (maximum 500 words, excluding references) to this workshop we ask that you find ONE example of a not-for-profit organisation that, for you, demonstrates real vision. In your submission describe their story and be prepared to share this at the workshop. Through this inter-disciplinary perspective, the purpose of the workshop is to identify common patterns across the stories, to co-create future research and generate teaching ideas (Wymer 2017).

Pre-submission queries can be sent to Fran Hyde or Sarah-Louise Mitchell

Papers to be submitted through the online Conference paper submission system via the link at the Conference website, which will be open for submission form 1st February to 15th March 2021.

Bacon, K. (2014), How to be a visionary marketer, Marketing Week, (accessed 22/07/2019)
Bennett, R. (2018). Nonprofit Marketing and Fundraising: A Research Overview. Routledge: Oxon
Topaloglu, O., McDonald, R.E. and Hunt, S.D.(2018). The theoretical foundations of nonprofit competition: a resource-advantage theory approach. Journal of Nonprofit & Public Sector Marketing, 30(3), pp.229-250.
Hull, C.E. and Lio, B.H. (2006). Innovation in non-profit and for-profit organizations: Visionary, strategic, and financial considerations. Journal of Change Management, 6(1), pp.53-65.
Will, M.G., Roth, S. and Valentinov, V. (2018). From nonprofit diversity to organizational multifunctionality: A systems–theoretical proposal. Administration & Society, 50(7), pp.1015-1036.
Wymer, W. (2017). Improving the quality of empirical nonprofit research: the focal constructs and their measures. International Review on Public and Nonprofit Marketing, 14(2), pp.137-148.

Engaging with Communities and Practitioners for Consumer Research with Social Impact

Workshop Conveners: Maria Piacentini, Lancaster University Management School, Kathy Hamilton, Strathclyde Business School, Emma Banister, Alliance Manchester Business School

Searching for the new ‘normal’ – Sustainability Consumption Discourse

Workshop Conveners: Dr Claudia E Henninger, Chair SIG Sustainability, University of Manchester, Department of Materials and Dr Pallavi Singh, Co-chair SIG Sustainability, Sheffield Hallam University, Sheffield Business School
Workshop Format: Open – Submission based

Aim of Workshop:
The COVID-19 pandemic has put a renewed spotlight on sustainability and the power of technology: We have seen reduced pollution, as factories had to shut down, poor working conditions along supply chains were exposed, whilst at the same time community spirits were fostered. Examples of the latter include but are not limited to sewing communities focusing on producing PPE for key workers, redistribution of food, in order to ensure society is looked after, and the set-up of buddy systems that support the most vulnerable in society.

This workshop is geared towards the post-COVID-19 world and looks for contributions that explore aspects of sustainability and technology.

Submissions (maximum 500 words, excluding references) can be either research or case study-based papers but should allow for the sharing and transferring of ideas between the delegates.

We invite contributions that explore the ‘new normal’, by focusing on the following areas:
1) Methodology: researching sustainability in a digital age post-COVID-19.
2) Theoretical: investigating theoretical avenues in sustainably research in a digital age post-COVID-19 (e.g. urban development, consumer behaviour (i.e-new norms and definitions of community , social bubbles, families), business model innovations).
3) Policy: examining industry outlooks and policy contributions that focus on in a digital age post-COVID-19.

We purposefully leave the industry context vague in order to encourage submissions from a wide variety and theoretical backgrounds, as we envision potential collaborations that are interdisciplinary in nature. Participants will be selected to share in the delivery of the workshop and these submissions will be used as a basis for discussion during the workshop.

Pre-submission queries can be sent to either Claudia – or Pallavi –

Papers to be submitted through the online Conference paper submission system via the link at the Conference website, which will be open for submission form 1st February to 15th March 2021.

The #AM2021 Conference has secured Special Issues of Journal of Marketing Management and European Journal of Marketing. Authors with papers accepted for Workshops will be invited to submit a detailed Expression of Interest submission after the Conference if they wish to be considered for these publication opportunities.

Reframing our Priorities: Understanding and Tackling Consumption Insecurities

Workshop conveners: Dr Caroline Moraes, University of Birmingham and Professor Morven McEachern, University of Huddersfield Research Portal
Workshop format: Open (submission-based)

Call for Papers
The context for this workshop is the ongoing social, economic and environmental challenges we face in the UK, including significant austerity measures, welfare reform, climate emergency, Brexit, COVID-19 and the resulting precarity that growing numbers of consumers are experiencing in the marketplace.

This workshop seeks to foster a forum for researchers working in consumer research projects that broadly relate to what we are terming consumption insecurities. Based on Noxolo’s (2016; Noxolo & Featherstone, 2014) ideas of everyday negotiations between security and insecurity (what she terms in/security with a purposeful forward slash), we see consumption insecurities as encompassing the ongoing negotiation of meanings and experiences in our attempts to navigate the uncertainties, risks and anxieties that emerge with the challenges we face currently. These are challenges that the pandemic exacerbates, increasingly affecting our everyday consumer practices and sense of safety and belonging in the world. We see these challenges as encompassing the everyday effects of poverty and precarity, market inequalities, environmental injustices, gender inequalities, diverse vulnerabilities that people experience in the marketplace and the neoliberal marketing machinery that is geared towards “the perpetuation of consumer insecurity” (Tadajewski, 2010: 779-780; Banks, 2015). However, we are also interested in the positive transformations, resilience, empowerment, responsibility and creativity that these challenging circumstances and experiences can generate – and what the implications might be for consumers and marketing.

Themes of interest include, but are not limited to, the following areas:

  • Consumer vulnerabilities and precarity, and implications for marketing;
  • Environmental (in)justice in consumption and the effects of changing climate conditions in relation to consumer wellbeing;
  • Historical approaches to understanding the structural evolutions of market-based consumer insecurities;
  • How insecurities can bring positive transformation to both consumers and marketing, perhaps leading to more responsible, sustainable, creative and inclusive ways of consuming and marketing;
  • How various marketplace actors interconnect and interact in creating, perpetuating, negotiating and solving the consumer and marketing insecurities of our times;
  • Inequalities in consumption and consumer culture, and community approaches to addressing such inequalities;
  • Interlinkages between marketing, consumption vulnerability and resilience, empowerment and disempowerment, precarity and creativity;
  • Issues of (in)visibility in consumption insecurities;
  • Issues of marketing responsibility in addressing consumption insecurities;
  • Issues of temporality, instability, space, place and scale in shaping and addressing consumption insecurities;
  • Methods for investigating consumption insecurities and the role that marketing can play in addressing such insecurities;
  • New perspectives, theories and frameworks to understand the negotiation of consumption insecurities;
  • The insecurities COVID-19 causes in relation to our everyday consumer practices and how these are being addressed by both consumers and marketers;
  • The many guises of poverty and inequality as they relate to, for example, food insecurity, clothing insecurity, precarious shelter, energy insecurity, health inequalities, environmental injustices and wellbeing issues; and
  • The uncertainties currently being experienced in specific industries, for example, arts and culture, tourism and travel, and how these have prompted different and perhaps more positive ways of engaging with consumers.

Competitive short paper submissions should not exceed 500 words, excluding references. Ten to fifteen authors will be selected to participate in the workshop based on the quality of their submissions.

Authors of accepted papers can take an active part in the workshop. Paper submissions will be shared with workshop participants for reading in advance of the workshop. Authors will have an opportunity to present their work during the session, but we anticipate dedicating a significant share of time for discussing each paper; the aim is to enable authors to develop their papers further based on the feedback they receive during the workshop.

The Workshop will also be open to other delegates to observe the activities. Observers will only be able to submit written questions during the workshop for the Workshop participants to address in a final Q&A session.

We will forward best papers to the conference convenors as works to be considered for developing into submissions for the Academy of Marketing Special Issues of European Journal of Marketing and the Journal of Marketing Management.

Please send any pre-submission queries to either Caroline Moraes ( or Moven G. McEachern (