Dr Vignesh Yoganathan is Director of Digital Learning, MBA Programme Lead, and Senior Lecturer in Marketing at the University of Bradford, School of Management. Vignesh holds a PhD in Marketing (Public Sector Branding) and an MBA with Distinction (specialising in Marketing Consultancy) from the University of Northumbria at Newcastle, UK. He is interesting in exploring and understanding the Digitalisation and Technological aspects of Marketing, as well as Responsibility and Sustainability related themes in Branding/Marketing. Vignesh’s research work, which applies experiments, statistical modelling, and classification methods/techniques, has been published in several leading journals including: Journal of Business Research, Journal of Business Ethics, and Tourism Management. Having developed and led one of UK’s most successful master’s programmes in Digital Marketing, he has taught a variety of Marketing and Branding related topics in the UK and abroad to executives as well as undergraduate and postgraduate students. In addition, he has been involved in a number of consultancy and funded projects in the public, private, and voluntary sectors in Europe.