Dr Outi Niininen Teachers Master’s level courses in Digital Marketing for the Digital Marketing and Corporate Communication (DMCC) programme at the School of Business and Economics, University of Jyvaskyla (AACSB, AMBA and BGA accredited).
Previously, Outi has spent over twenty years of working in higher education in the UK and Australia. Before joining the Marketing team at La Trobe (Australia), Outi was in charge of the Tourism Marketing Masters course for the Tourism Department of the University of Surrey, UK – part of the first team in the world to achieved the UN WTO accreditation!). She has also taught executive groups at Masters Level in Zimbabwe and Jordan and advised managers from the Ministry of Tourism in Saudi Arabia regarding destination branding. Outi has published in e.g. the Journal of Global Fashion Marketing (Q1), Journal of Advertising, Industrial Marketing Management, Journal of Business Research, Tourism Management, Tourism Analysis, Journal of Travel and Tourism Marketing, Journal of Services Marketing, Advances in Culture, Tourism and Hospitality Research with over 750 citations.
Her textbook, Pride, William M., Ferrell, Oc, Lukas, Bryan A., Schembri, Sharon and Niininen, Outi (2015) Marketing Principles, 2nd Asia Pacific Ed. CENGAGE Learning, Melbourne was the WINNER: Tertiary (Adaptations): Teaching and Learning Resource for the Education Publishing Awards Australia (EPAA)
Outi conducts research at the intersection of digital marketing, consumer behaviour, and social media communications. Recent projects have also included sustainability issues for consumers in the digital environment. Her research has been published in journals like The Journal of Global Fashion Marketing (Q1), Journal of Advertising, International Journal of Consumer Studies, Industrial Marketing Management, Journal of Business Research, Tourism Management, Journal of Travel and Tourism Marketing as well as Tourism Analysis.
Outi is also the editor of ‘Social Media for Progressive Public Relations’ and author of related book chapters. This work explores how social media can be used for social change, including analysis of movements like Fridays for Future climate activism. In her ‘Contemporary Issues in Digital Marketing’ (Ed) book Outi provides practical guidance for marketers navigating contemporary challenges, including GDPR compliance for academic research, big data applications and user experience design for e-commerce
Outi’s research approach blends theoretical consumer psychology with practical applications for marketing professionals, with a particular emphasis on how digital platforms are reshaping both consumer behaviour and organizational communication strategies with particular interest on how marketing can serve progressive social purposes while remaining effective for organizations.
