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Dr Gokhan Yildirim

Formerly at Lancaster University

Gokhan Yildirim

Research overview

Gokhan Yildirim is Assistant Professor of Marketing Analytics at the department of Management Science at Lancaster University Management School. His research focuses on marketing productivity. His approach emphasizes strategic marketing problems such as long-term marketing effectiveness, marketing resource allocation, consumer mindset metrics, online marketing and marketing-finance interface.  Methodologically, his research involves applied time series econometrics and dynamic programming.

Dr. Yildirim’s work appeared in top tier journals of the field such as Marketing Science and International Journal of Research in Marketing. In 2011, with his co-authors, he was the winner of the Marketing Science Institute Research Competition on “Communication and Branding in a Digital Era". Moreover, his papers appeared in the major conferences of the field such as Informs Marketing Science, Marketing Dynamics and EMAC.

He received his Ph.D. in Business Administration and Quantitative Methods with a major in Marketing from Carlos III University in Madrid. During his PhD, he was a visiting researcher in the Marketing department at Tilburg University, the Netherlands. He holds a B.A. degree in Business Administration from Marmara University, Istanbul, Turkey.


Carlos III University of Madrid, Spain
Ph.D. in Business Administration and Quantitative Methods, Major: Marketing, 2012

Marmara University, Istanbul, Turkey
B.A. in Business Administration, 2003


Current Teaching

MSCI100 Introduction to Business Analytics (Undergraduate)

MSCI523 Forecasting

MSCI564 Marketing Research Methods (Master’s)

EBIN510 E-Marketing (Master's)

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