Dr Vignesh Yoganathan

Management School

Senior Lecturer (Associate Professor) in Global Marketing

Dr Vignesh Yoganathan
+44 114 222 3440

Full contact details

Dr Vignesh Yoganathan
Management School
Western Bank Villa
300-302 Western Bank
S10 2TN

Vignesh is part of the Sheffield University Management School’s Executive and Professional Education division. He holds a PhD in Marketing (Corporate Branding) and an MBA with Distinction (specialising in Marketing Consultancy) from the University of Northumbria at Newcastle. Vignesh has held several academic positions before taking up his appointment with The University of Sheffield. These include the Director of a Financial Times Top 10-ranked online MBA programme with 600 students and the Leader of UK’s most successful master’s programmes in Digital Marketing, which he also co-developed. In addition, he has been involved in a number of consultancy and funded projects in the public, private, and voluntary sectors in Europe.

Vignesh’s research-related leadership activities include guest-editing special issues and serving on editorial review boards of reputed international journals, as well as chairing international conferences. He has also supervised doctorates (DBA and PhD) to completion and mentored several early career researchers.

Research interests

Vignesh’s research interests focus on understanding the Digitalisation and Technological aspects, as well as Responsibility and Sustainability related themes in Marketing – defined broadly to include multi-stakeholder and multidisciplinary perspectives. He is a methodological pluralist and takes a keen interest in philosophy (e.g. Foucauldian epistemology) as well as in data science.

His research work, which applies experiments and statistical modelling (e.g. classification, structural equations modelling, conditional process modelling) as well as qualitative approaches such as ethnography, has been published in several leading journals including Journal of Business Research, Journal of Business Ethics, Tourism Management, and Journal of Service Research.


Journal articles

Conference proceedings papers

Teaching interests

Vignesh has taught a variety of subjects to both undergraduates and postgraduates in the UK and abroad. His subject specialisms include:

  • Technology-Psychology intersection in marketing and services
  • Marketing campaigns (including digital aspects)
  • Marketing research, and
  • Social and responsible marketing

In addition to teaching marketing across other disciplines (e.g. multidisciplinary design innovation), Vignesh is experienced in teaching MBA/executive MBA, and corporate learners in UK, UAE, Germany and France. Having previously held the post of Director of Digital Learning at another triple-accredited UK University, he is also conversant in distance/online learning methods.

PhD supervision

Vignesh welcomes doctoral proposals focusing on AI/ML in marketing or services, especially from applicants who are skilled in data science (even if they are from a non-marketing background).