Joel Mero

Joel Mero is an Associate Professor at the School of Business and Economics, University of Jyväskylä, leading the Digital Marketing and Communication (DMC) research group and directing the International Master's Program in Digital Marketing and Corporate Communication (DMCC). He holds a D.Sc. (Econ.) from Jyväskylä University (2016) and has designed over 20 courses across 10 institutions, covering all academic levels from Bachelor to Doctoral.

His research focuses on B2B digital marketing management, particularly leveraging digital data and technologies in business markets. Notable achievements include two Best Paper Awards (2017 & 2019) in the Industrial Marketing Management journal. His work explores topics such as influencer marketing, big data analytics, marketing agility, and AI-driven strategies.

Current research groups include the Sound Science Lab (music perception) and Digital Marketing and Communication (DMC). He collaborates on projects like the Finnish Quantum Flagship, aiming to advance quantum technology applications. Mero emphasizes practical applications of digital tools, bridging academic insights with industry needs.

Publications span conceptual frameworks, empirical studies, and industry guides, with a focus on B2B customer journeys, AI in content creation, and data-driven decision-making. His teaching and research highlight agility, innovation, and the ethical use of emerging technologies in marketing.