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Dr Geraldine Cohen


Geraldine Cohen PhD MBA (INSEAD) FHEA MCIM Chartered Marketer is Reader in Marketing at Brunel Business School, Brunel University; Fellow of the Higher Education Academy; Member of the Chartered Institute of Marketing (CIM) and Chartered Marketer.

Extensive executive experience in Marketing and International Business acquired at Fairchild Semiconductors in Germany, Cummins Engine Company in the USA and Rank Xerox and ECI Ventures in the UK. Set up and run successful Marketing consultancy advising industrial and commercial clients as well as non-profit organisations.

Currently, Director Brunel Hive; Brunel Business School Lead on Co-Innovate collaborations with London based SMEs; Programme Lead for CIM Gateway Programme; Former Director Business Life; Former Interim Director Teaching and Learning; Former Undergraduate Marketing Pathway Leader.

Research and impact interest in Healthy Ageing Practices - ageing consumers self-engaged practices in relation to their wellbeing; Holistic approach to Healthy Ageing; Grey Entrepreneurship; Healthy Ageing Ecosystems in relation to retirement communities.

Extensive Teaching Experience at undergraduate, postgraduate and MBA levels: Strategic Marketing; International Marketing; Marketing Communications; Marketing Research.

Extensive Supervisory Experience at PhD, MSc and BSc levels.

Board Experience: Former Member of the Brunel University Senate; Non-Executive Director of Mount Vernon and Watford Hospitals NHS Trust.

Consultancy Experience: Member of the AQA Expert Panel for Business Studies for the A-level reform; Pro bono consultancy for Headway South Bucks; Joint research project with ‘Branding for Talent’ consultancy on ‘Employer Branding and the Importance of Talent’ leading to ‘Branding for Talent’ (Learning Circle) workshops.

Visiting Professor at NYU in London (2008 - 2011).

Published papers in Journal of Business Research, Industrial Marketing Management, EuroMed Journal of Business, Journal of Marketing for Higher Education, The Marketing Review, Marketing Intelligence and Planning, Journal of Brand Management, Management Decision.


I hold a PhD from Brunel University, London (UK), an MBA from INSEAD (France) and a Diplom Ingenieur qualification (Germany).


Director Brunel Hive - Brunel Hive is the business growth and engagement platform at Brunel University London. We engineer the growth of ambitious businesses in West London, nationally and worldwide. Based at Brunel Business School, we work with high-growth businesses to define and deliver their scale-up objectives. Through our range of partnership programmes and strategic collaborations, we connect high-impact academic research with high-growth businesses. Brunel Hive

CIM Gateway Programme Lead – The Chartered Institute of Marketing (CIM) Graduate Gateway Programme enables Brunel Business School Marketing students to work towards a range of CIM qualifications while at university.

Brunel Business School Co-Innovate Lead - Co-Innovate is an innovation support programme aimed to foster collaborations between students, academics, London based SMEs, start-ups and entrepreneurs seeking business growth through innovation.

Newest selected publications

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Understanding older people's practices when designing healthy ageing interventions'. British Journal of Healthcare Management, 28 (6). pp. 1 - 3. ISSN: 1358-0574 Open Access Link

Journal article

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Towards a Framework of Healthy Aging Practices'. Journal of Business Research, 142. pp. 176 - 187. ISSN: 0148-2963 Open Access Link

Journal article

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2020) 'Towards a Framework of Consumption Practices in Healthy Ageing'.MSP2020 4th International Conference of Marketing Strategy and Policy. Newcastle, UK. 9 - 11 December. 4th International Conference of Marketing, Strategy & Policy: Conference [Proceeings]. pp. 33 - 33.Open Access Link

Conference paper

Scandelius, C. and Cohen, G. (2016) 'Sustainability program brands: Platforms for collaboration and co-creation'. Industrial Marketing Management, 57. pp. 166 - 176. ISSN: 0019-8501 Open Access Link

Journal article

Scandelius, C. and Cohen, G. (2016) 'Achieving collaboration with diverse stakeholders - the role of strategic ambiguity in CSR communication'. Journal of Business Research, 69 (9). pp. 3487 - 3499. ISSN: 0148-2963 Open Access Link

Journal article
More publications(22)