Professor Dorothy Yen
Deputy Dean/Professor in Marketing

Summary

Professor Dorothy A. Yen is a Professor of Marketing.

As Deputy Dean of Brunel Business School at Brunel University London, I lead the School’s internationalisation and student recruitment strategies. My academic work is grounded in a consumer-centric social marketing approach, through which I explore key issues in marketing, branding, and tourism.

My research focuses on how culture shapes human behaviour across both B2B and B2C contexts. I am particularly interested in cross-cultural business relationships, with a focus on how culture-specific factors influence collaboration, trust, and relationship dynamics. I apply these insights to understand consumer behaviour among various groups, including visitors, migrants, sojourners, older adults, and businesses.

My proposal to brand Wales as the “land of dragons and legends” gained national attention and sparked public debate, following my appearance before the Welsh Affairs Committee and an interview with BBC Radio Wales.

I also lead the Happy to Chat initiative—now established as a charity—which promotes social connection within communities and wider society. The project seeks to reduce loneliness and social isolation by encouraging open conversations and meaningful interactions in public spaces.

Office Hours:
Wednesdays, 2:00–4:00 PM.
Appointments outside these hours can also be arranged by email, either on campus or via Microsoft Teams.

Qualifications

PhD in Marketing (University of Leeds); MSc, BA, PGcert, MRScert

Responsibility

Leadership Experience
I have extensive leadership experience across a range of academic and strategic roles within Brunel Business School, including:

• PGR Director (2015–2018): Oversaw the postgraduate research student experience and progression, enhancing supervisory practices and doctoral training provision.

• Associate Head (Teaching) (2018–2021): Led the School’s teaching strategy and curriculum development, ensuring academic quality and supporting student learning outcomes across programmes.

• Director of Research (2022–2023): Provided strategic direction for research activity, including grant development, interdisciplinary collaboration, and preparation for the Research Excellence Framework (REF).

• Marketing Division Lead (2023–2025): Provided academic leadership for the Marketing Division, with responsibility for staff development, curriculum planning, and divisional strategy.

• Deputy Dean (2025–present): Leading the School’s internationalisation partnerships and student recruitment strategies, supporting the College’s global engagement and growth objectives.