Christopher Amaral

Assistant Professor of Marketing, University of Bath
Dr. Christopher Amaral is an Assistant Professor of Marketing at the University of Bath in the United Kingdom. Prior to joining the University of Bath as a faculty member, Christopher earned his PhD in Marketing (2020) from Queen’s University in Canada. In addition to holding a PhD, Christopher also completed an MBA (2014) at the University of Toronto and a BComm (2010) at Ryerson University in Canada. While completing his PhD, Christopher was distinguished as an AMA Sheth Doctoral Consortium Fellow (2020) and was awarded by national and provincial government agencies in Canada, earning the Social Sciences and Humanities Research Council Award (2019) and Ontario Graduate Scholarship Award (2018).

As a quantitative marketing researcher, Christopher’s main research interests fall into the area of marketing analytics. Particularly, he adopts empirical approaches (e.g. econometric modeling, machine learning) to investigate opportunities and challenges within various marketing domains including pricing, sales incentives, and marketing communication. Moreover, he develops novel models and approaches to aid marketing managers with strategic marketing decisions with the goal of increasing marketing effectiveness and firm profitability. He has applied his knowledge to industry over the years, working with companies such as The Bank of Nova Scotia and The Kraft Heinz Company.

Christopher’s scholarly research has been published at the European Journal of Marketing and Journal of Retailing and Consumer Services and has been presented at various academic conferences, including Marketing Science, Marketing Dynamics, and INFORMS Revenue Management and Pricing Section. He has also been invited to present his research at academic institutions such as University of Sydney, Erasmus University, Bilkent University, Oakland University, University of Texas Rio Grande Valley, and University of Prince Edward Island.