Group members: our experts

catia nicodemo is a professor of health economics at brunel business school (bbs), associate professor at the nuffield department of primary care health sciences, university of oxford and fellow at kellogg college, university of oxford. her research focuses on healthcare management, health inequality, and policy evaluation, exploring the economic dimensions of healthcare delivery and the social determinants of health. catia’s work addresses both the demand and supply sides of health systems, analyzing issues such as healthcare workforce distribution, primary care efficiency, and the impacts of socioeconomic factors on health outcomes. catia has led and collaborated on major projects funded by prestigious organizations, including the national institute for health research (nihr) and the esrc. her work has contributed valuable insights into policies for reducing emergency hospitalizations, improving primary care services, and enhancing resource allocation in the nhs. at oxford, she has played a pivotal role in research projects examining the effects of england's additional roles reimbursement scheme, which aims to increase healthcare access and quality through expanded primary care roles. in addition to her research, catia has held various academic roles across institutions, including the university of oxford, universitat autònoma de barcelona, and university pompeu fabra. she is an active contributor to the scientific community, serving as an associate editor for several journals and regularly reviewing grants for major funding bodies. her expertise is widely recognized, and her research has been featured in prominent media outlets. catia nicodemo’s research focuses on the economic and policy-driven dimensions of healthcare sustainability, particularly through equitable workforce policies, efficient resource allocation, and addressing social determinants of health. her work provides evidence for strategic reforms in healthcare delivery that improve outcomes and reduce costs across the healthcare system. healthcare systems worldwide are under unprecedented pressure, balancing the demands of a growing, aging population with the constraints of limited resources. my research investigates how we can optimize healthcare delivery to achieve better health outcomes while ensuring economic sustainability. a key focus has been exploring the role of workforce policies and innovative healthcare delivery models to address inequalities in access and care quality, particularly in primary and community health services. one of my major areas of study is the effectiveness of healthcare workforce policies. for example, my work funded by the national institute for health research (nihr) evaluates the impacts of england’s additional roles reimbursement scheme on patient outcomes. this project explores whether expanded roles in primary care, such as the addition of physiotherapists and pharmacists, reduce emergency admissions and improve patient satisfaction. another line of research examines the economic impact of healthcare access disparities. in recent studies, i investigated how regional imbalances in general practitioner (gp) distribution across the uk influence patient health outcomes and system costs. such disparities can lead to increased emergency hospitalizations, which not only affect patient well-being but also strain the nhs budget. my work aims to provide policymakers with data-driven insights to foster equitable distribution of healthcare resources. my research also delves into the socioeconomic determinants of health and healthcare utilization. understanding these underlying factors is essential for designing policies that address health inequities. for instance, recent analyses have highlighted how deprivation affects prescription patterns in england, with potential implications for health outcomes and healthcare expenditures. by integrating economic modeling with healthcare policy analysis, my research contributes to creating more resilient healthcare systems. these research areas are at the intersection of health economics and healthcare management, offering critical insights for evidence-based policymaking aimed at building efficient, equitable, and sustainable healthcare systems. health policy, business reseach methods qualitative, business reseach methods quantative,

Professor Catia Nicodemo

Professor of Health Economics

Catia Nicodemo is a Professor of Health Economics at Brunel Business School (BBS), Associate Professor at the Nuffield Department of Primary Care Health Sciences, University of Oxford and Fellow at Kellogg College, University of Oxford. Her research focuses on healthcare management, health inequality, and policy evaluation, exploring the economic dimensions of healthcare delivery and the social determinants of health. Catia’s work addresses both the demand and supply sides of health systems, analyzing issues such as healthcare workforce distribution, primary care efficiency, and the impacts of socioeconomic factors on health outcomes. Catia has led and collaborated on major projects funded by prestigious organizations, including the National Institute for Health Research (NIHR) and the ESRC. Her work has contributed valuable insights into policies for reducing emergency hospitalizations, improving primary care services, and enhancing resource allocation in the NHS. At Oxford, she has played a pivotal role in research projects examining the effects of England's Additional Roles Reimbursement Scheme, which aims to increase healthcare access and quality through expanded primary care roles. In addition to her research, Catia has held various academic roles across institutions, including the University of Oxford, Universitat Autònoma de Barcelona, and University Pompeu Fabra. She is an active contributor to the scientific community, serving as an associate editor for several journals and regularly reviewing grants for major funding bodies. Her expertise is widely recognized, and her research has been featured in prominent media outlets. Catia Nicodemo’s research focuses on the economic and policy-driven dimensions of healthcare sustainability, particularly through equitable workforce policies, efficient resource allocation, and addressing social determinants of health. Her work provides evidence for strategic reforms in healthcare delivery that improve outcomes and reduce costs across the healthcare system. Healthcare systems worldwide are under unprecedented pressure, balancing the demands of a growing, aging population with the constraints of limited resources. My research investigates how we can optimize healthcare delivery to achieve better health outcomes while ensuring economic sustainability. A key focus has been exploring the role of workforce policies and innovative healthcare delivery models to address inequalities in access and care quality, particularly in primary and community health services. One of my major areas of study is the effectiveness of healthcare workforce policies. For example, my work funded by the National Institute for Health Research (NIHR) evaluates the impacts of England’s Additional Roles Reimbursement Scheme on patient outcomes. This project explores whether expanded roles in primary care, such as the addition of physiotherapists and pharmacists, reduce emergency admissions and improve patient satisfaction. Another line of research examines the economic impact of healthcare access disparities. In recent studies, I investigated how regional imbalances in General Practitioner (GP) distribution across the UK influence patient health outcomes and system costs. Such disparities can lead to increased emergency hospitalizations, which not only affect patient well-being but also strain the NHS budget. My work aims to provide policymakers with data-driven insights to foster equitable distribution of healthcare resources. My research also delves into the socioeconomic determinants of health and healthcare utilization. Understanding these underlying factors is essential for designing policies that address health inequities. For instance, recent analyses have highlighted how deprivation affects prescription patterns in England, with potential implications for health outcomes and healthcare expenditures. By integrating economic modeling with healthcare policy analysis, my research contributes to creating more resilient healthcare systems. These research areas are at the intersection of health economics and healthcare management, offering critical insights for evidence-based policymaking aimed at building efficient, equitable, and sustainable healthcare systems. Health Policy, Business Reseach Methods Qualitative, Business Reseach Methods Quantative,

i bring extensive experience and a strongly international academic profile that uniquely positions me to advise institutions across italy, europe, and the united kingdom, helping ensure that policy decisions are both economically sound and operationally effective. as an expert member of the technical-scientific committee of the italian parliamentary intergroup on prevention and risk reduction, established in february 2025, i contribute direct experience in supporting public decision-makers on issues of primary importance. recently, i was invited to testify as an expert before the european parliament as part of the revision of the tobacco directive, with particular reference to fiscal aspects. i am also a member of the scottish government habit expert group on nicotine product evidence. i am currently full professor of economics at brunel university of london, i teach public economics at ca’ foscari university of venice, and visiting professor at università cattolica del sacro cuore. i am also affiliated with altems (graduate school of health economics and management) in rome, where i direct the observatory on public health economics. my academic profile is fully european, having developed across multiple member states. i have also taught at the university of cambridge and held research positions at the london school of economics, building a strong network of collaboration with leading european academic institutions. i am among the most cited scholars in the field of health economics, with my research receiving over 1,000 citations in international media. one of my articles published in the scientific outlet the conversation has reached over 541,000 readers. i have authored more than 50 peer-reviewed scientific articles in leading journals, with a particular focus on health economics and the systemic economic effects of health and welfare policies. my work has had a significant impact on public policy at the highest levels: my studies have been used in the context of the tobacco and vapes bill in the united kingdom and in the scottish parliament; the world health organization has cited my research on covid-19 and mental health in official documents; and the oecd has included my analyses of healthcare expenditure in its january 2024 report on the fiscal sustainability of healthcare systems. my expertise in the economics of prevention directly addresses some of the key challenges facing national systems. my research demonstrates not only that prevention generates savings, but also to what extent and in which areas interventions are most effective. my analyses of the impact of precarious employment on mental health highlight the interconnections between labor policies and healthcare costs, while my studies on regional health inequalities provide a solid basis for targeted interventions. through the use of advanced spatial econometric methodologies, my work shows how health outcomes in one region influence those in neighboring areas, offering important insights for coordinated policies at national and supranational levels. i am currently involved in major initiatives funded by the european union, including the age-it project under next generation eu. of particular relevance for public policy in italy, europe, and the united kingdom is my research on tobacco. my studies have quantified the economic and healthcare system benefits of smoking cessation and the transition to alternative products, demonstrating how academic research can contribute directly and concretely to the debate on prevention and the long-term sustainability of healthcare systems. alongside my scientific activity, i have contributed to the development of healthcare policies through institutional collaborations, including participation in the drafting of guidelines by the uk national institute for health and care excellence on prenatal care and the wanless social care review by the king’s fund on elderly care. my leadership within the health economics community represents a valuable asset for coordinating initiatives at both national and international levels. since 2019, i have served as series editor for contributions to economic analysis at emerald publishing and have organized the empirical health economics workshop annually since 2008. i am also president of the american-european health economics study group, contributing to the development of an international research network. as editor of key volumes, including *the sustainability of healthcare systems in europe* (2021) and *the economics of covid-19* (2022), i have made a significant contribution to advancing knowledge in the field. i am also distinguished by my ability to communicate complex content to diverse audiences, through collaborations with national and international media, including il sussidiario, gb news, tgcom24, lbc radio, and times radio, as well as publications such as the times, the independent, il sole 24 ore, and corriere della sera. in conclusion, i offer institutions across italy, europe, and the united kingdom a set of highly valuable competencies: strong academic credibility, proven impact on public policy, active participation in decision-making processes, a well-established international network, and deep expertise in the economics of prevention. these elements make me a qualified interlocutor to support the development of evidence-based strategies aimed at improving population health and ensuring the sustainability of healthcare systems. francesco moscone's research focuses on sustainable health expenditure, investigating possible savings from both demand and supply perspectives. regarding the demand side, he explores scenarios like potential savings if the smoking population transitions to reduced-risk products like vaping, if heavy drinkers shift to moderate drinking, and if individuals become more physically active. on the supply side, his research delves into questions such as the potential productivity gains in hospitals when physicians adopt more cost-effective medical technologies. the fact remains that anything we do in life will never be entirely risk-free. however, what we can strive for is risk reduction. transitioning from excessive alcohol intake (defined as consuming, on average, more than half a liter of wine a day) to moderate drinking may not eliminate the risk of certain liver-related diseases, but it can significantly reduce those risks. similarly, the well-known fact that tobacco consumption claims millions of lives worldwide each year emphasises the potential life-saving impact of adults switching to reduced-risk products like vaping. moreover, a sedentary lifestyle, spending most of the day on the sofa, is detrimental to health and increases the likelihood of developing numerous chronic pathologies. engaging in physical exercise is recommended to counteract these risks. interestingly, transitioning toward various reduced-risk behaviors not only saves lives but also proves to be financially advantageous. my recent published work demonstrates that in italy, we could save over one billion euros annually in the national health services by promoting physical exercise, reducing wine consumption, and encouraging the switch to e-cigarettes and heated tobacco.furthermore, another scientific study of mine revealed that if half of the smokers in england transitioned to vaping, the nhs could save more than a billion pounds each year. this presents a unique opportunity in the public health sector to free up resources, which could be reinvested to revitalise the healthcare system. such a strategy offers an alternative approach to making the nhs more resilient against shocks like covid-19 and addressing urgent health issues such as rising waiting times. i've also been exploring healthcare system sustainability from the supply side. my research delves into the connection between hospital quality and health expenditure. it's uncertain whether augmenting health resources, such as having more physicians, will invariably enhance people's health. conversely, increased spending might increase mortality rates in cases of inefficiency. recent findings underscore the significance of adopting medical technologies, like increasing the use of aspirins, beta blockers, and statins for patients with cardiovascular issues, to potentially save more lives. these research areas cover a broad spectrum of health economics and healthcare management, offering valuable insights into the financial aspects of healthcare and social care systems. in these fields i contribute to evidence-based policymaking and the development of efficient and sustainable healthcare systems feel free to reach out if you're interested in learning more about my research. research group(s) strategy entrepreneurship and international business (seib) healthcare policy; business economics; analytical skills; quantitative methods in business and management office hours: tuesday 5-6pm and thursday 11am-12

Professor Francesco Moscone

Professor - Business Economics

I bring extensive experience and a strongly international academic profile that uniquely positions me to advise institutions across Italy, Europe, and the United Kingdom, helping ensure that policy decisions are both economically sound and operationally effective. As an expert member of the Technical-Scientific Committee of the Italian Parliamentary Intergroup on Prevention and Risk Reduction, established in February 2025, I contribute direct experience in supporting public decision-makers on issues of primary importance. Recently, I was invited to testify as an expert before the European Parliament as part of the revision of the Tobacco Directive, with particular reference to fiscal aspects. I am also a member of the Scottish Government HABIT Expert Group on Nicotine Product Evidence. I am currently Full Professor of Economics at Brunel University of London, I teach Public Economics at Ca’ Foscari University of Venice, and Visiting Professor at Università Cattolica del Sacro Cuore. I am also affiliated with ALTEMS (Graduate School of Health Economics and Management) in Rome, where I direct the Observatory on Public Health Economics. My academic profile is fully European, having developed across multiple Member States. I have also taught at the University of Cambridge and held research positions at the London School of Economics, building a strong network of collaboration with leading European academic institutions. I am among the most cited scholars in the field of health economics, with my research receiving over 1,000 citations in international media. One of my articles published in the scientific outlet The Conversation has reached over 541,000 readers. I have authored more than 50 peer-reviewed scientific articles in leading journals, with a particular focus on health economics and the systemic economic effects of health and welfare policies. My work has had a significant impact on public policy at the highest levels: my studies have been used in the context of the Tobacco and Vapes Bill in the United Kingdom and in the Scottish Parliament; the World Health Organization has cited my research on COVID-19 and mental health in official documents; and the OECD has included my analyses of healthcare expenditure in its January 2024 report on the fiscal sustainability of healthcare systems. My expertise in the economics of prevention directly addresses some of the key challenges facing national systems. My research demonstrates not only that prevention generates savings, but also to what extent and in which areas interventions are most effective. My analyses of the impact of precarious employment on mental health highlight the interconnections between labor policies and healthcare costs, while my studies on regional health inequalities provide a solid basis for targeted interventions. Through the use of advanced spatial econometric methodologies, my work shows how health outcomes in one region influence those in neighboring areas, offering important insights for coordinated policies at national and supranational levels. I am currently involved in major initiatives funded by the European Union, including the Age-It project under Next Generation EU. Of particular relevance for public policy in Italy, Europe, and the United Kingdom is my research on tobacco. My studies have quantified the economic and healthcare system benefits of smoking cessation and the transition to alternative products, demonstrating how academic research can contribute directly and concretely to the debate on prevention and the long-term sustainability of healthcare systems. Alongside my scientific activity, I have contributed to the development of healthcare policies through institutional collaborations, including participation in the drafting of guidelines by the UK National Institute for Health and Care Excellence on prenatal care and the Wanless Social Care Review by The King’s Fund on elderly care. My leadership within the health economics community represents a valuable asset for coordinating initiatives at both national and international levels. Since 2019, I have served as Series Editor for Contributions to Economic Analysis at Emerald Publishing and have organized the Empirical Health Economics Workshop annually since 2008. I am also President of the American-European Health Economics Study Group, contributing to the development of an international research network. As editor of key volumes, including *The Sustainability of Healthcare Systems in Europe* (2021) and *The Economics of Covid-19* (2022), I have made a significant contribution to advancing knowledge in the field. I am also distinguished by my ability to communicate complex content to diverse audiences, through collaborations with national and international media, including Il Sussidiario, GB News, TGCOM24, LBC Radio, and Times Radio, as well as publications such as The Times, The Independent, Il Sole 24 Ore, and Corriere della Sera. In conclusion, I offer institutions across Italy, Europe, and the United Kingdom a set of highly valuable competencies: strong academic credibility, proven impact on public policy, active participation in decision-making processes, a well-established international network, and deep expertise in the economics of prevention. These elements make me a qualified interlocutor to support the development of evidence-based strategies aimed at improving population health and ensuring the sustainability of healthcare systems. Francesco Moscone's research focuses on sustainable health expenditure, investigating possible savings from both demand and supply perspectives. Regarding the demand side, he explores scenarios like potential savings if the smoking population transitions to reduced-risk products like vaping, if heavy drinkers shift to moderate drinking, and if individuals become more physically active. On the supply side, his research delves into questions such as the potential productivity gains in hospitals when physicians adopt more cost-effective medical technologies. The fact remains that anything we do in life will never be entirely risk-free. However, what we can strive for is risk reduction. Transitioning from excessive alcohol intake (defined as consuming, on average, more than half a liter of wine a day) to moderate drinking may not eliminate the risk of certain liver-related diseases, but it can significantly reduce those risks. Similarly, the well-known fact that tobacco consumption claims millions of lives worldwide each year emphasises the potential life-saving impact of adults switching to reduced-risk products like vaping. Moreover, a sedentary lifestyle, spending most of the day on the sofa, is detrimental to health and increases the likelihood of developing numerous chronic pathologies. Engaging in physical exercise is recommended to counteract these risks. Interestingly, transitioning toward various reduced-risk behaviors not only saves lives but also proves to be financially advantageous. My recent published work demonstrates that in Italy, we could save over one billion euros annually in the National Health Services by promoting physical exercise, reducing wine consumption, and encouraging the switch to e-cigarettes and heated tobacco.Furthermore, another scientific study of mine revealed that if half of the smokers in England transitioned to vaping, the NHS could save more than a billion pounds each year. This presents a unique opportunity in the public health sector to free up resources, which could be reinvested to revitalise the healthcare system. Such a strategy offers an alternative approach to making the NHS more resilient against shocks like Covid-19 and addressing urgent health issues such as rising waiting times. I've also been exploring healthcare system sustainability from the supply side. My research delves into the connection between hospital quality and health expenditure. It's uncertain whether augmenting health resources, such as having more physicians, will invariably enhance people's health. Conversely, increased spending might increase mortality rates in cases of inefficiency. Recent findings underscore the significance of adopting medical technologies, like increasing the use of aspirins, beta blockers, and statins for patients with cardiovascular issues, to potentially save more lives. These research areas cover a broad spectrum of health economics and healthcare management, offering valuable insights into the financial aspects of healthcare and social care systems. In these fields I contribute to evidence-based policymaking and the development of efficient and sustainable healthcare systems Feel free to reach out if you're interested in learning more about my research. Research group(s) Strategy Entrepreneurship and International Business (SEIB) Healthcare Policy; Business Economics; Analytical Skills; Quantitative Methods in Business and Management Office hours: Tuesday 5-6pm and Thursday 11am-12

i am professor of technology in society in the brunel business school, and also hold invited visiting professor positions at wakayama university (japan) and the university of surrey (uk). with 20 years of experience as an academic, my research interests are varied, but lie in the key areas of: technology for social good; mixed reality and immersive technologies in arts, culture and heritage; connection to nature (physical and virtual, green and blue space) for wellbeing; the visual and embodied, multisensorial engagements and interplays. bringing together my work on the visual, technology and digital solutions, my recent research has focused on: enriching the visitor experience through augmented reality in arts and heritage; the role of immersive experiences (principally multisensory immersions and vr) as providing stimulating environments for healthy ageing; connection with nature for wellbeing (working in care home, community centre, day centres and school contexts). i also have expertise in storytelling and social media, and have a passion for creative methodologies and methods, in particular the use of visuals and art-based facilitation. throughout my career, i have secured funding from a range of bodies, including: esrc, epsrc, ahrc, nesta, innovateuk, icure, defra, amongst others, and work closely with a range of research partners, including: natural england, the environment agency, forest research, smartify, bradt travel guides, emirates, and the disability coalition network. as a long-term fellow of the royal geographical society with the institute of british geographers, i hold the post of international advisor to the geographies of leisure and tourism research group, as well as a range of other externally elected and appointed national and international positions, including: executive committee member of leisure studies association, editorial board member of the journal of sustainable tourism, sustainability, digital geography and society, amongst other journals. i also review regularly for ukri and other national and international funding bodies, and act as reviewer for national and international programme/departmental/instiutional reviews. the links between my academic work and my external voluntary positions are very strong and i hold a number of external advisory and board positions, including: invited member of the environment agency blue space forum, director of visit surrey, advisory board member of surrey hills arts, and strategic board member for the surrey cultural partnership. as a year-round, open-water swimmer, i also volunteer as a co-host for mental health swims (www.mentalhealthswims.co.uk) where i support groups to experience the benefit of open water for mental health. my passion for open water and swimming in general, also brings inspiration for my artwork as i am an exhibting artist, creating mixed media acrylic and soundscape expressions of community, water, immersion and mental health (insta: @carolinerossart) to date, i have secured approximately £2.5m of funding from a range of projects and funding bodies. below is an overview of some of these from the last ten years: 2023, pi, accessing nature for all: developing a portable, multisensorial immersive experience of nature for hardto-reach communities. heif funding. project partner: creative core. project costs: £10k funded/£10k match funded by partner. 2023 co-i, blue spaces knowledge exchange symposium with the environment agency, may/june 2023. kelly, c. & scarles, c. university of brighton funding. project cost: £7k. 2022 co-i, creative core, university of surrey innovation exploratorium, virtual experiences of nature. investigating team: xu, t. & scarles, c. project cost: £50k approx. 2020, co-i, nature engagement and wellbeing pre-, during and post covid-19: supporting the uk (green) recovery (esrc). partners: natural england. project cost: £225,761. 2020, pi, virtual experiences of arts and heritage in times of crisis (research england industrial strategy innovation voucher fund). investigating team: scarles, c., li, g., chen, j. & zainal-abidin, h. project partner: smartify. project costs: £9936. 2020, co-i, economic and social impact study of arts (sme innovation voucher, research england). partners: yvonne arnaud theatre, the lightbox, watts gallery. project cost: £9k. 2020, co-i, covid-19 extension programme: commercialisation and impact of next generation paper (epsrc). investigating team: frohlich, d., scarles, c., bober, m., sporea, r. & revill, g. project partners: bradt travel guides, james brown publishing. project costs: £203,583. 2020, pi, cap-ex rei investment, biometric mobile eye-tracking and vr eye-tracking technology investment, project team: scarles, c., tussyadiah, i., p., fife-shaw, c., cojuharenco, i., hilton, a. & whitehouse, c. project cost: £78,325 2020, co-i, ready2drive: investigating the user experience of video simulations for older adult driving, (heif strategic fund). investigating team: thomopolous, n., carey, n. & scarles, c. project partners: nervtech (sodnick, j. & stojemova, k), university of woolongong (traynor, v.). project costs: £97k 2019, pi, digital futures: augmented reality in arts and heritage (sme innovation voucher, research england). partners: smartify & watts gallery. project cost: £13.5k 2019, co-i (pi for tc2) living environments for healthy ageing. investigating team: barghani, p., dijk, d.j., scarles, c., humbracht, m., moessner, k, & skeldon, a. industrial strategy. project partner: the digital line. project costs: £128k. 2017-20, co-i, next generation paper (epsrc) project partners: emirates holidays, bradt travel guides, tui uk & ireland, ttg, hewlett packard, ifolor finland, novocentrix, vtt, visual atoms, and independent travel writers. project costs: £1.174m. 2015, co-i, integrating data sources to enhance the experience for passengers with special needs through privacy aare mobile applications (rruka), project costs: £68k. 2015, co-i, let’s explore: commercialising augmented reality for cultural organisations (innovate uk/icure) project partners: the lightbox, project costs: £15k 2015, co-i, let’s explore: commercialising augmented reality for cultural organisations (innovate uk/icure). project partners: the lightbox, project costs: £35k 2014, co-i, visit-ar: augmented reality in spaces of exhibition. development of a mobile application for wide-scale adoption of augmented reality in cultural organisations to recognise both 2-d and 3-d objects (research+/nesta/ahrc). project costs: £49k 2014, co-i, beyond the visual: augmented reality in spaces of exhibition ii: product deployment. investigating team: treharne, h., scarles, c. (co-i). epsrc/iaa. project timeframe: march 2014-january 2015. project partners: pervasive intelligence (casey, m), the lightbox (scott, m. & hall, p.), consultancy from slater, a. & smith, m. project costs: £25k 2013,co-i, beyond the visual: augmented reality in spaces of exhibition ii. investigating team: treharne, h., scarles, c. (co-i), culnane, c. & casey, m. epsrc/miles. project timeframe: september 2013 – june 2014. project partners: brooklands museum, the lightbox, visit surrey, watts gallery. project costs: £56k with 20 years of experience as an academic, my research interests are varied, but lie in the key areas of: * technology for social good; * mixed reality and immersive technologies in arts, culture and heritage; * connection to nature (physical and virtual, green and blue space) for wellbeing; * the visual and embodied, multisensorial engagements and interplays * social media, storytelling and creative narratives of place bringing together my work on the visual, technology and digital solutions, my recent research has focused on: enriching the visitor experience through augmented reality in arts and heritage; the role of immersive experiences (principally multisensory immersions and vr) as providing stimulating environments for healthy ageing; connection with nature for wellbeing (working in care home, community centre, day centres and school contexts). i also have expertise in storytelling and social media, and have a passion for creative methodologies and methods, in particular the use of visuals and art-based facilitation. throughout my career, i have secured funding from a range of bodies, including: esrc, epsrc, ahrc, nesta, innovateuk, icure, defra, amongst others, and work closely with a range of research partners, including: natural england, the environment agency, forest research, smartify, bradt travel guides, emirates, and the disability coalition network. mm510 - postgraduate dissertation help to grow (business education)

Professor Caroline Scarles

Vice Dean Research/Professor of Technology in Society

I am Professor of Technology in Society in the Brunel Business School, and also hold invited Visiting Professor positions at Wakayama University (Japan) and the University of Surrey (UK). With 20 years of experience as an academic, my research interests are varied, but lie in the key areas of: technology for social good; mixed reality and immersive technologies in arts, culture and heritage; connection to nature (physical and virtual, green and blue space) for wellbeing; the visual and embodied, multisensorial engagements and interplays. Bringing together my work on the visual, technology and digital solutions, my recent research has focused on: enriching the visitor experience through augmented reality in arts and heritage; the role of immersive experiences (principally multisensory immersions and VR) as providing stimulating environments for healthy ageing; connection with nature for wellbeing (working in care home, community centre, day centres and school contexts). I also have expertise in storytelling and social media, and have a passion for creative methodologies and methods, in particular the use of visuals and art-based facilitation. Throughout my career, I have secured funding from a range of bodies, including: ESRC, EPSRC, AHRC, NESTA, InnovateUK, iCURE, DEFRA, amongst others, and work closely with a range of research partners, including: Natural England, the Environment Agency, Forest Research, Smartify, Bradt Travel Guides, Emirates, and the Disability Coalition Network. As a long-term fellow of the Royal Geographical Society with the Institute of British Geographers, I hold the post of International Advisor to the Geographies of Leisure and Tourism Research Group, as well as a range of other externally elected and appointed national and international positions, including: executive committee member of Leisure Studies Association, Editorial Board member of the Journal of Sustainable Tourism, Sustainability, Digital Geography and Society, amongst other journals. I also review regularly for UKRI and other national and international funding bodies, and act as reviewer for national and international programme/departmental/instiutional reviews. The links between my academic work and my external voluntary positions are very strong and I hold a number of external advisory and board positions, including: Invited Member of the Environment Agency Blue Space Forum, Director of Visit Surrey, Advisory Board Member of Surrey Hills Arts, and Strategic Board Member for the Surrey Cultural Partnership. As a year-round, open-water swimmer, I also volunteer as a co-host for Mental Health Swims (www.mentalhealthswims.co.uk) where I support groups to experience the benefit of open water for mental health. My passion for open water and swimming in general, also brings inspiration for my artwork as I am an exhibting artist, creating mixed media acrylic and soundscape expressions of community, water, immersion and mental health (insta: @carolinerossart) To date, I have secured approximately £2.5m of funding from a range of projects and funding bodies. Below is an overview of some of these from the last ten years: 2023, PI, Accessing Nature for All: Developing a portable, multisensorial immersive experience of nature for hardto-reach communities. HEIF funding. Project partner: Creative Core. Project costs: £10k funded/£10k match funded by partner. 2023 Co-I, Blue Spaces Knowledge Exchange Symposium with the Environment Agency, May/June 2023. Kelly, C. & Scarles, C. University of Brighton funding. Project cost: £7k. 2022 Co-I, Creative Core, University of Surrey Innovation Exploratorium, Virtual Experiences of Nature. Investigating Team: Xu, T. & Scarles, C. Project Cost: £50k approx. 2020, Co-I, Nature Engagement and Wellbeing Pre-, During and Post Covid-19: Supporting the UK (Green) Recovery (ESRC). Partners: Natural England. Project cost: £225,761. 2020, PI, Virtual Experiences of Arts and Heritage in Times of Crisis (Research England Industrial Strategy Innovation Voucher Fund). Investigating Team: Scarles, C., Li, G., Chen, J. & Zainal-Abidin, H. Project Partner: Smartify. Project costs: £9936. 2020, Co-I, Economic and Social Impact Study of Arts (SME Innovation Voucher, Research England). Partners: Yvonne Arnaud Theatre, The Lightbox, Watts Gallery. Project cost: £9k. 2020, Co-I, COVID-19 extension programme: Commercialisation and Impact of Next Generation Paper (EPSRC). Investigating Team: Frohlich, D., Scarles, C., Bober, M., Sporea, R. & Revill, G. Project Partners: Bradt Travel Guides, James Brown Publishing. Project Costs: £203,583. 2020, PI, Cap-Ex REI Investment, Biometric mobile eye-tracking and VR eye-tracking technology investment, Project team: Scarles, C., Tussyadiah, I., P., Fife-Shaw, C., Cojuharenco, I., Hilton, A. & Whitehouse, C. Project cost: £78,325 2020, Co-I, Ready2Drive: investigating the user experience of video simulations for older adult driving, (HEIF Strategic Fund). Investigating Team: Thomopolous, N., Carey, N. & Scarles, C. Project Partners: NervTech (Sodnick, J. & Stojemova, K), University of Woolongong (Traynor, V.). Project Costs: £97k 2019, PI, Digital Futures: Augmented Reality in Arts and Heritage (SME Innovation Voucher, Research England). Partners: Smartify & Watts Gallery. Project cost: £13.5k 2019, Co-I (PI for TC2) Living Environments for Healthy Ageing. Investigating Team: Barghani, P., Dijk, D.J., Scarles, C., Humbracht, M., Moessner, K, & Skeldon, A. Industrial Strategy. Project partner: The Digital Line. Project costs: £128k. 2017-20, Co-I, Next Generation Paper (EPSRC) Project Partners: Emirates Holidays, Bradt Travel Guides, TUI UK & Ireland, TTG, Hewlett Packard, Ifolor Finland, Novocentrix, VTT, Visual Atoms, and independent travel writers. Project costs: £1.174m. 2015, Co-I, Integrating Data Sources to Enhance the Experience for Passengers with Special Needs Through Privacy Aare Mobile Applications (RRUKA), Project costs: £68k. 2015, Co-I, Let’s Explore: Commercialising Augmented Reality for Cultural Organisations (Innovate UK/ICURe) Project Partners: The Lightbox, Project costs: £15K 2015, Co-I, Let’s Explore: Commercialising Augmented Reality for Cultural Organisations (Innovate UK/ICURe). Project Partners: The Lightbox, Project costs: £35K 2014, Co-I, Visit-AR: Augmented Reality in Spaces of Exhibition. Development of a mobile application for wide-scale adoption of augmented reality in cultural organisations to recognise both 2-D and 3-D objects (Research+/NESTA/AHRC). Project costs: £49K 2014, Co-I, Beyond the Visual: Augmented Reality in Spaces of Exhibition II: Product Deployment. Investigating team: Treharne, H., Scarles, C. (co-I). EPSRC/IAA. Project timeframe: March 2014-January 2015. Project partners: Pervasive Intelligence (Casey, M), The Lightbox (Scott, M. & Hall, P.), Consultancy from Slater, A. & Smith, M. Project costs: £25K 2013,Co-I, Beyond the Visual: Augmented Reality in Spaces of Exhibition II. Investigating team: Treharne, H., Scarles, C. (co-I), Culnane, C. & Casey, M. EPSRC/MILES. Project timeframe: September 2013 – June 2014. Project partners: Brooklands Museum, The Lightbox, Visit Surrey, Watts Gallery. Project costs: £56K With 20 years of experience as an academic, my research interests are varied, but lie in the key areas of: * technology for social good; * mixed reality and immersive technologies in arts, culture and heritage; * connection to nature (physical and virtual, green and blue space) for wellbeing; * the visual and embodied, multisensorial engagements and interplays * social media, storytelling and creative narratives of place Bringing together my work on the visual, technology and digital solutions, my recent research has focused on: enriching the visitor experience through augmented reality in arts and heritage; the role of immersive experiences (principally multisensory immersions and VR) as providing stimulating environments for healthy ageing; connection with nature for wellbeing (working in care home, community centre, day centres and school contexts). I also have expertise in storytelling and social media, and have a passion for creative methodologies and methods, in particular the use of visuals and art-based facilitation. Throughout my career, I have secured funding from a range of bodies, including: ESRC, EPSRC, AHRC, NESTA, InnovateUK, iCURE, DEFRA, amongst others, and work closely with a range of research partners, including: Natural England, the Environment Agency, Forest Research, Smartify, Bradt Travel Guides, Emirates, and the Disability Coalition Network. MM510 - Postgraduate Dissertation Help To Grow (Business Education)

i am a member of the strategy, entrepreneurship and management department in brunel business school. my research interests focus on hybrid management and leadership development in organisations including healthcare and business education, intersectionality, ethnic minority micro-enterprises, and workplace well-being. i use qualitative research methods, interdisciplinary, and international perspectives. i welcome ideas for collaborations and proposals from organisations and prospective doctoral students whose interests align with my research areas in engaged scholarship to make a positive impact linked to un sdgs 3, 5, 8, and 10 in particular. i have (co)led research projects on gender and medical leadership development with aiims, new delhi; on workforce redesign in airedale hospital; and hrm in regional smes, including chevening, nhs england, and eu erasmus+ funding. i have published in journals such as the academy of management learning & education; gender, work & organization; journal of business research; journal of health organization and management; stress and health, and co-authored papers with plastic surgeons and ophthalmologists. for three years i served as an associate editor of human resource development review. i have conducted research, consultancy, and executive education in australia, cambodia, china, india, kuwait, mozambique, russia, saudi arabia, singapore and vietnam in airline, banking, energy, and healthcare organisations. i initiated and facilitated efmd’s international development programme and aapbs workshops for business school deans. i also have extensive distance learning teaching experience on the open university’s mba and have taught next level leadership and managing change at london business school. i was the inaugural director of the mba health programme in the global business school for health at university college london. i am currently a trustee of kirkwood hospice where i chair the edi subcommittee, a member of the editorial board of long range planning, and i am an external examiner for the university of manchester’s msc healthcare leadership. i chair the research committee of the university forum for human resource development (ufhrd) and i am an academic advisory board member for the centre for business and industry transformation (cbit) at nottingham business school. i am a member of efmd’s mba conference steering committee. i am a practitioner fellow of the chartered institute of personnel and development, senior fellow advancehe, and uk council for graduate education (ukcge) recognised doctoral supervisor. i am also a qualified executive coach and psychometrics assessor. linkedin: x: @juliedaviesuk orcid:

Professor Julie Davies

Professor of Healthcare Management and Leadership Development

I am a member of the Strategy, Entrepreneurship and Management Department in Brunel Business School. My research interests focus on hybrid management and leadership development in organisations including healthcare and business education, intersectionality, ethnic minority micro-enterprises, and workplace well-being. I use qualitative research methods, interdisciplinary, and international perspectives. I welcome ideas for collaborations and proposals from organisations and prospective doctoral students whose interests align with my research areas in engaged scholarship to make a positive impact linked to UN SDGs 3, 5, 8, and 10 in particular. I have (co)led research projects on gender and medical leadership development with AIIMS, New Delhi; on workforce redesign in Airedale Hospital; and HRM in regional SMEs, including Chevening, NHS England, and EU Erasmus+ funding. I have published in journals such as the Academy of Management Learning & Education; Gender, Work & Organization; Journal of Business Research; Journal of Health Organization and Management; Stress and Health, and co-authored papers with plastic surgeons and ophthalmologists. For three years I served as an Associate Editor of Human Resource Development Review. I have conducted research, consultancy, and executive education in Australia, Cambodia, China, India, Kuwait, Mozambique, Russia, Saudi Arabia, Singapore and Vietnam in airline, banking, energy, and healthcare organisations. I initiated and facilitated EFMD’s international development programme and AAPBS workshops for business school deans. I also have extensive distance learning teaching experience on the Open University’s MBA and have taught next level leadership and managing change at London Business School. I was the inaugural Director of the MBA Health programme in the Global Business School for Health at University College London. I am currently a trustee of Kirkwood Hospice where I chair the EDI subcommittee, a member of the editorial board of Long Range Planning, and I am an external examiner for the University of Manchester’s MSc Healthcare Leadership. I chair the research committee of the University Forum for Human Resource Development (UFHRD) and I am an academic advisory board member for the Centre for Business and Industry Transformation (CBIT) at Nottingham Business School. I am a member of EFMD’s MBA conference steering committee. I am a practitioner Fellow of the Chartered Institute of Personnel and Development, Senior Fellow AdvanceHE, and UK Council for Graduate Education (UKCGE) recognised doctoral supervisor. I am also a qualified executive coach and psychometrics assessor. LinkedIn: X: @juliedaviesUK ORCID:

i am a senior lecturer in marketing at brunel business school. prior to joining brunel, i served as a lecturer in marketing in other uk universities. my research has been published in the journal of the association for information systems, journal of business research, information technology and people, journal of travel research, computers in human behavior, european sport management quarterly, studies in higher education quarterly, higher education quarterly, journal of marketing for higher education, the marketing review, and marketing intelligence & planning. i am the associate editor for the journal of macromarketing . i am the research lead for the marketing and branding futures research group. sustainable branding sustainable and responsible branding digital transformation and ai in marketing tourism, sport, and public sector branding branding to older and vulnerable consumers consumer wellbeing, trust, and inclusion my research focuses on marketing and branding in contexts of digital and societal change, with particular emphasis on sustainability, consumer wellbeing, and vulnerable populations. i examine how organisations design and manage brands across sectors such as health, tourism, higher education, sport, and how these branding practices influence trust, inclusion, and quality of life. a central strand of my work focuses on older and vulnerable consumers, exploring how branding, digital platforms, and ai-enabled services shape their experiences of access, fairness, and wellbeing, particularly in health, care, and service contexts. i am especially interested in how corporate and institutional brands can contribute to healthy ageing and social inclusion. a closely related stream of my research examines compassionate and responsible corporate behaviour, focusing on how branding both reflects and drives social change. more recently, i have been developing work on digital transformation and ai in marketing, investigating how emerging technologies affect transparency, ethics, and consumer–brand relationships. i teach modules related to branding and marketing at both levels (postgraduate and undergraduate). at the postgraduate level, i teach both marketing principles and contemporary brand management to the msc marketing. at the undergraduate level i teach brand management to year 3 of the bsc business and management. my consultation and feedback hours are on thursdays and fridays 10 to 11am.

Dr Yousra Asaad

Senior Lecturer in Marketing

I am a senior lecturer in Marketing at Brunel Business School. Prior to joining Brunel, I served as a Lecturer in Marketing in other UK universities. My research has been published in the Journal of the Association for Information Systems, Journal of Business Research, Information Technology and People, Journal of Travel Research, Computers in Human Behavior, European Sport Management Quarterly, Studies in Higher Education Quarterly, Higher Education Quarterly, Journal of Marketing for Higher Education, The Marketing Review, and Marketing Intelligence & Planning. I am the associate editor for the Journal of Macromarketing . I am the research lead for the Marketing and Branding Futures Research Group. Sustainable Branding Sustainable and Responsible Branding Digital Transformation and AI in Marketing Tourism, Sport, and Public Sector Branding Branding to Older and Vulnerable Consumers Consumer Wellbeing, Trust, and Inclusion My research focuses on marketing and branding in contexts of digital and societal change, with particular emphasis on sustainability, consumer wellbeing, and vulnerable populations. I examine how organisations design and manage brands across sectors such as health, tourism, higher education, sport, and how these branding practices influence trust, inclusion, and quality of life. A central strand of my work focuses on older and vulnerable consumers, exploring how branding, digital platforms, and AI-enabled services shape their experiences of access, fairness, and wellbeing, particularly in health, care, and service contexts. I am especially interested in how corporate and institutional brands can contribute to healthy ageing and social inclusion. A closely related stream of my research examines compassionate and responsible corporate behaviour, focusing on how branding both reflects and drives social change. More recently, I have been developing work on digital transformation and AI in marketing, investigating how emerging technologies affect transparency, ethics, and consumer–brand relationships. I teach modules related to Branding and Marketing at both levels (Postgraduate and Undergraduate). At the Postgraduate level, I teach both Marketing Principles and Contemporary Brand Management to the MSc Marketing. At the Undergraduate level I teach Brand Management to year 3 of the BSc Business and Management. My consultation and feedback hours are on Thursdays and Fridays 10 to 11am.

i am a professor in leadership and business education in the organisations and people division in brunel business school and my focus is on human-centred leadership. my research interests are focused on hybrid management and compassionate leadership in organisations including universities and the not-for-profit and public sectors. i hold a ba / leverhulme grant for a project investigating the role of hybrid managers in universities. i am always interested to hear from prospective doctoral students whose interests align with my research areas. in a career of over 20 years, i have been a business studies academic in the areas of marketing and general managment and leadership and i have held a number of central university positions. between 2003 and 2019, i worked in academic staff and researcher development, including being the assistant director of the graduate school at king’s college london and heading up the brunel educational excellence centre at brunel university london until 2019. both of these positions plus my national and international work for vitae (see have involved me in strategic leadership and operational management including managing people, projects and resources, which now form my research interests in leadership. i served as a member of the executive committee of the uk council for graduate education as well as the honorary secretary between 2017 and 2021. i am also a principal fellow of the higher education academy and a fellow of the royal society for the encouragement of arts, manufactures and commerce (rsa). i am currently an external examiner for the university of lincoln's college of social science research degrees board and have served as an external examiner in many other uk universities including ucl. i am also involved in providing consultancy work for epigeum - a major developer of online training programmes for the higher education sector owned by oxford university press. i am a qualified and highly experienced executive coach and i coach senior executives in professional services industries as additional consultancy work. leadership in higher education, public sector and non-profit organisations compassionate and authentic leadership teaching, learning and assessment of business higher education i teach mg3119 issues and controversies in management project - the final year project module for business and management students.

Professor Fiona Denney

Professor of Leadership and Business Education

I am a Professor in Leadership and Business Education in the Organisations and People division in Brunel Business School and my focus is on human-centred leadership. My research interests are focused on hybrid management and compassionate leadership in organisations including universities and the not-for-profit and public sectors. I hold a BA / Leverhulme grant for a project investigating the role of hybrid managers in universities. I am always interested to hear from prospective doctoral students whose interests align with my research areas. In a career of over 20 years, I have been a business studies academic in the areas of marketing and general managment and leadership and I have held a number of central university positions. Between 2003 and 2019, I worked in academic staff and researcher development, including being the Assistant Director of the Graduate School at King’s College London and heading up the Brunel Educational Excellence Centre at Brunel University London until 2019. Both of these positions plus my national and international work for Vitae (see have involved me in strategic leadership and operational management including managing people, projects and resources, which now form my research interests in leadership. I served as a member of the Executive Committee of the UK Council for Graduate Education as well as the Honorary Secretary between 2017 and 2021. I am also a Principal Fellow of the Higher Education Academy and a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA). I am currently an external examiner for the University of Lincoln's College of Social Science Research Degrees Board and have served as an external examiner in many other UK universities including UCL. I am also involved in providing consultancy work for Epigeum - a major developer of online training programmes for the higher education sector owned by Oxford University Press. I am a qualified and highly experienced executive coach and I coach senior executives in professional services industries as additional consultancy work. Leadership in higher education, public sector and non-profit organisations Compassionate and authentic leadership Teaching, learning and assessment of business higher education I teach MG3119 Issues and Controversies in Management Project - the final year project module for Business and Management students.

dr lalnunpuia samuel is a programme leader for bsc marketing and lecturer in marketing at brunel business school. prior to joining brunel, he held roles as an associate lecturer at coventry university london and as a graduate teaching assistant at brunel business school. he gained a bsc (with placement) marketing, msc marketing and phd in management studies (marketing) from brunel university of london. in recognition of the innovation and real-world impact of his doctoral research, he was awarded the dean's prize for innovation and impact in 2023. dr samuel's research is grounded in social marketing and explores the intersection of socio-cultural dynamics with a focus on value co-creation and lived experiences. his research also contributes to debates on digital consumer culture, ai trust, acculturation and political identity amongst the ethnic/immigrant communities. his research findings help to generate insights into developing and investigating the congruent relations between human values and their underlying moral principles that may or may not influence their consumption practices. as an ecr, dr samuel has published in leading international journals, including the journal of world business, technological forecasting and social change and international journal of information management. he is currently working on a number of working papers focusing on ajg 4*, 4 and 3 journals and is an active ad hoc reviewer for a number of peer reviewed journals (ajg lists) and conference papers. dr. samuel is actively developing industry collaborations and partnerships, particularly within london’s healthcare services sector. in november 2025, he was awarded a brunel research initiative and enterprise fund (brief) grant to support his pilot project on reframing a human-value-centred care toolkit aimed at improving service delivery processes. this brief project is being undertaken in collaboration with inspire management group ltd, and its outcomes will help inform a future ukri innovate uk knowledge transfer partnership application. he is also currently serving as the cim accreditation lead for brunel business school. in addition, dr samuel currently supervises postgraduate research students and welcomes phd applications in areas of his research. acculturation co-creation of values and services for social good (social marketing) ai trust digital consumer culture (dcc) social identity political marketing 2025-2026 academic year: dr samuel delivers lectures and seminars on the following modules: module leader : level 7 - mg 5625 (strategic digital marketing) level 6 - mg 3038 (international marketing) level 5 - mg 2638 (services marketing) seminar leader: level 6- mg 3617 (tech, robots and ai in marketing)

Dr Lalnunpuia Samuel

Lecturer in Marketing

Dr Lalnunpuia Samuel is a Programme Leader for BSc Marketing and Lecturer in Marketing at Brunel Business School. Prior to joining Brunel, he held roles as an Associate Lecturer at Coventry University London and as a Graduate Teaching Assistant at Brunel Business School. He gained a BSc (with placement) Marketing, MSc Marketing and PhD in Management Studies (Marketing) from Brunel University of London. In recognition of the innovation and real-world impact of his doctoral research, he was awarded the Dean's Prize for Innovation and Impact in 2023. Dr Samuel's research is grounded in social marketing and explores the intersection of socio-cultural dynamics with a focus on value co-creation and lived experiences. His research also contributes to debates on digital consumer culture, AI trust, acculturation and political identity amongst the ethnic/immigrant communities. His research findings help to generate insights into developing and investigating the congruent relations between human values and their underlying moral principles that may or may not influence their consumption practices. As an ECR, Dr Samuel has published in leading international journals, including the Journal of World Business, Technological Forecasting and Social Change and International Journal of Information Management. He is currently working on a number of working papers focusing on AJG 4*, 4 and 3 journals and is an active ad hoc reviewer for a number of peer reviewed journals (AJG lists) and conference papers. Dr. Samuel is actively developing industry collaborations and partnerships, particularly within London’s healthcare services sector. In November 2025, he was awarded a Brunel Research Initiative and Enterprise Fund (BRIEF) grant to support his pilot project on reframing a human-value-centred care toolkit aimed at improving service delivery processes. This BRIEF project is being undertaken in collaboration with Inspire Management Group Ltd, and its outcomes will help inform a future UKRI Innovate UK Knowledge Transfer Partnership application. He is also currently serving as the CIM Accreditation Lead for Brunel Business School. In addition, Dr Samuel currently supervises postgraduate research students and welcomes PhD applications in areas of his research. Acculturation Co-creation of values and services for social good (social marketing) AI trust Digital consumer culture (DCC) Social identity Political Marketing 2025-2026 Academic Year: Dr Samuel delivers lectures and seminars on the following modules: Module Leader : Level 7 - MG 5625 (Strategic Digital Marketing) Level 6 - MG 3038 (International Marketing) Level 5 - MG 2638 (Services Marketing) Seminar Leader: Level 6- MG 3617 (Tech, Robots and AI in Marketing)