Jennifer Yule

Jennifer Yule serves as Senior Lecturer at the University of Edinburgh Business School within the Marketing Leadership, Organisations and Society department. She holds pivotal roles including Cohort Lead for Business with Marketing, Course Organiser for UG International Marketing and MSc International Marketing Strategy, and provides dissertation supervision across undergraduate, postgraduate, and doctoral levels.

Yule earned her PhD in 2008 examining consumer decision behaviour in smoking cessation. Her academic trajectory includes prior appointments as Teaching Professor at Northeastern University (USA) and Lecturer in Marketing at the University of Stirling since 2007, culminating in her 2020 Edinburgh appointment and 2025 promotion to Senior Lecturer.

Her research optimizes communication and behaviour change for societal wellbeing through interdisciplinary marketing-healthcare integration. Key investigations include plant-based food adoption, food influencer dynamics, patient communication systems, and emerging technology impacts on consumer decision-making. This work directly advances the Marketing group's focus on digital strategy, consumer behaviour, and health within the University Strategy 2030 framework.

Recent publications (2023-2024) demonstrate cutting-edge engagement with generative AI ethics in advertising, metaverse advertising affordances, and political dimensions of plant-based meat marketing. These outputs reveal consistent methodological innovation through mixed-methods approaches and strong public impact, including a Conversation article exceeding 61,000 reads and Guardian media coverage.

Scientific recognition includes:

• Excellence in Teaching Award 2023 (UG) from University of Edinburgh Business School
• EUSA Teaching Award 2025 (PG) longlisted for Teacher of the Year (CAHSS)
• Best-in-Track Award at American Marketing Association conference (2024)

Yule actively supervises three PhD candidates while advising numerous UG/PG dissertations, requiring distinction-level academic performance for new PhD proposals. Her research has generated substantial public engagement beyond academia, evidenced by high-impact media placements and interdisciplinary knowledge exchange initiatives.

She maintains an international collaborative network spanning marketing, healthcare technology, and consumer psychology research communities, driving projects that address global challenges in behaviour change communication through emerging digital platforms.