Iivi Riivits-Arkonsuo

Tallinn University of Technology's School of Business and Governance faculty member Iivi Riivits-Arkonsuo serves as Associate Professor in the Department of Business Administration since 2024, with prior roles as Lecturer (2005-2010) and Senior Lecturer (2010-2016). Active in teaching digital marketing and experience marketing since 2009, she coordinates courses for BA, MA, and MBA students while contributing to program development.

• Doctorate in Brand Experience Research (2015)
• Master's in Consumer Market Segmentation (2005)
• Professional training in PhD supervision (2023) and international marketing education (2022)

Her research focuses on consumer behavior, experience marketing, and digital exclusion, with particular emphasis on intergenerational dynamics and value-based segmentation. Recent projects include analyzing AI's impact on customer loyalty (2022) and investigating old-age digital exclusion policies (2021).

Publications demonstrate evolving expertise across marketing theory, cross-cultural analysis, and policy research, with notable collaborations on topics like joint failure recovery and experience economy. Awarded 'Scientific Innovation of the Year 2024' for large-scale research project submissions.

• Member of Business Administration Council (2023-)
• Reviewer for Psychology and Marketing journal (2022-)
• Conference chair for Experience Marketing Spring Conferences (2013-2020)