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Dr Gurdeep Kohli
Senior Lecturer in Marketing

Eastern Gateway 103a

Summary

I am a Senior Lecturer in Marketing and Director of Recruitment and Admissions, for the Department of Business Analytics and Marketing, within Brunel Business School.

My research focuses on marketing and branding within the creative and cultural industries, particularly the Film Industry. Other research areas of interest include: consumer-brand relationships, branding practice, iconic brands, the history of branding, use of AI in the creative and cultural industries etc. My research has been published in prestigious journals, such as the British Journal of Management and Business History. I have recently been awarded a £10,000 research grant to explore how established film practitioners develop and implement films as brands. Researching about this topic will contribute towards increasing film brand literacy amongst novice and underrepresented film practitioners. Watch my keynote speech at the West London Film & TV Skills & Job Fest, organised by my project partner the JGA Group, on behalf of the Mayor of London: Marketing and Branding in the Film Industry

Within Brunel University of London, I a member of the Centre for Artificial Intelligence, Marketing and Corporate Brand Research Group as well as the Responsible Consumption Lab. Externally, I sit on sit on the Board of Directors for the Conference on Historical Analysis and Research in Marketing (CHARM), for more info please visit: CHARM Website

I have extensive teaching experience, having taught across various Undergraduate and Postgraduate programmes and modules. I have also undertaken some paid consultancy projects, about a proposed merger within the Tactical Apparel Industry.

Qualifications

I hold a PhD in Marketing from Brunel University London, specialising in Film Branding and I am also a Fellow of the Higher Education Academy (FHEA). Prior to joining the HE sector, I was a formally qualified Lecturer in Business in the Further Education Sector in the UK, with a Professional Graduate Certificate in Education (ProfGCE) awarded by Canterbury Christ Church University. I also have entrepreneurial experience in the Gastronomy sector in Frankfurt am Main, Germany.

Responsibility

I am the Director of Recruitment and Admissions, for the Department of Business Analytics and Marketing - within Brunel Business School. In my role, I support 10 Programme Leaders, a mixture of Undergraduate and Postgraduate Taught, as well as liaise with various departments within Brunel and external stakeholders, to conduct recruitment and outreach activities. For more info about our programmes on offer, please visit: Brunel Business School Programmes

From 2022 to 2025, I was Programme Leader for BSc Marketing. Prior to this, I have supported our Director of Employability with various initiatives to boost our student employability.

Externally, I also sit on the Board of Directors for the Conference on Historical Analysis and Research in Marketing (CHARM), for more info please visit: CHARM Website

I teach on both Undergraduate/Postgraduate programmes and also supervise doctoral students. I am the module leader for MG3123 Issues and Controversies in Marketing Project (FYP).

Office hours 

  • General office hours (open to all, appointment only):
    • Monday's 12:30 -13:30
    • Tuesday's 13:30 - 14:30

Office hours can be held either on MS Teams or on campus, depending on your preference, please email me at least 24 hours in advance and I will confirm your meeting slot.

Newest selected publications

Heller, M., Kohli, G. and Kondo, K. (2024) '‘The very latest, modom’: The British Commercial Gas Association, the Gas Light and Coke Company and content marketing in interwar Britain'. Business History, 0 (ahead of print). pp. 1 - 25. ISSN: 0007-6791 Open Access Link

Journal article

Heller, M. and Kohli, G. (2023) 'The Very Latest Modom’: The British Commerical Gas Association and Content Marketing in Interwar Britain'.Conference on Historical Analysis and Research in Marketing. Duke University, North Carolina. 26 - 4 June. Proceedings of the Conference on Historical Analysis and Research in Marketing (PCHARM). pp. 1 - 5.Open Access Link

Conference paper

Kohli, G., Alwi, S. and Yen, D. (2022) 'The rise of Iconic Film Brands: Antecedents and Consequences'.Academy of Marketing. University of Huddersfield. [unpublished]

Conference paper

Kohli, GS., Yen, D., Alwi, S. and Gupta, S. (2020) 'Film or Film brands? UK consumers' engagement with films as brands'. British Journal of Management, 32 (2). pp. 369 - 398. ISSN: 1045-3172 Open Access Link

Journal article

Kohli, G., Yen, D. and Alwi, S. (2016) 'Film or film brand? Exploring consumers’ perspective of films as brands and implications for strategic brand management within the film industry'.European Marketing Academy Conference (EMAC). University of Oslo (Norway). [unpublished]

Conference paper
More publications(8)

Brunel University London
Kingston Lane
Uxbridge
Middlesex UB8 3PH

Tel: +44 (0)1895 274000

Fax: +44 (0)1895 232806

Security: +44 (0)1895 255786

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