Mr Ofer Dekel

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Job title: Senior Lecturer in Marketing

Email: o.dekel@derby.ac.uk
Phone No: 01332 591426
Room: E304A, Kedleston Road

Recent publications

Dekel, O., Prince, C. and Beaver, A. (2007) The changing orientation of marketing: an emerging post-modern perspective, Strategic Change, Vol. 16 (6) pp. 245-301.

Faculty: Business, Computing and Law

School: Derby Business School

Subject Area: Business and Management

Teaching responsibilities

In my work as a teacher my main motivation is helping students to find self belief in their abilities. To my perception, students with a strong sense of efficacy are more likely to challenge themselves with difficult tasks and be intrinsically motivated. These students will put forth a high degree of effort in order to meet their commitments; Self-efficacious students also recover quickly from setbacks, and ultimately are likely to achieve their personal goals.

To achieve that, the focus of my teaching work is the creation of successful learning experiences. This learning environment is based on credible communication and feedback to guide the student through their tasks and motivate them to make their best effort. I try to reduce stressful situations and lower anxiety surrounding events like assessments or presentations.

In the modules I lead try to capitalize on students' interests and tie the module materials or concepts to their areas of interests such as; sports, popular culture- including; music and films, social networks, and technology.

Professional interests

British economy together with the other parts of the post-industrial world is undergoing extraordinary change. Moreover, this change seems to be affecting all areas of business and all type of consumers. In my academic work I argue that this transformation presents a number of challenges to current marketing orthodoxy and we need to explore how marketing might need to evolve to operate in this emerging new reality.

I believe that we need to prepare new type of marketing graduates who are ready to take on the new role of marketing professionals. These new marketing professional will be able to help firms to increase their ability to negotiate their position in market by the creative use of their resources.

While presenting real challenges, the new marketing reality offers real business opportunities to those who are willing to leave old marketing habits and engage with new emerging strategies such as:

Mass customisation
In-bound marketing
Mobile marketing
Emotional branding
Personalisation
Individualisation of marketing efforts.

Research interests

The inter-relationship between Marketing and Logistics
Inbound marketing- the use of websites, search engines, blogospheres and social media to create co-branding with the customer.
Value creation for on-line shoppers
Consumption patterns in emerging economies

Recent Conferences

Consumer Culture Theory, Bilkent University, Ankara, Turkey, Faculty: Russell Belk, Güliz Ger, Lisa Penaloza, and Aric Arnould.

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