Marcin Lipowski

Dr. Marcin Lipowski is a Professor at Maria Curie-Skłodowska University (UMCS) in Lublin, Poland, where he serves as both the Dean of the Faculty of Economics and Head of the Department of Marketing since October 1, 2018. With a habilitated doctorate (PhD hab.) from the University of Economics in Katowice, Faculty of Management, he has established himself as a leading expert in marketing with a particular focus on services, multi-channel distribution, and digital marketing strategies. His leadership extends to overseeing academic programs and research initiatives within one of UMCS's major faculties.

Professor Lipowski's educational background includes a habilitation from the University of Economics in Katowice, where he specialized in management sciences within the discipline of management and quality sciences. His academic credentials are complemented by extensive practical experience in university administration, having previously served as Head of the Communication and Promotion Office at UMCS from 2009-2011 and as the author of the university's visual identity system. He has also shared his expertise internationally as a Visiting Professor at Lviv Polytechnic in Ukraine, teaching courses on public relations and corporate identity.

His research interests span a comprehensive range of marketing topics with particular emphasis on services marketing, multi-channel distribution strategies, the integration of ICT technologies in marketing, marketing communications, public relations, and advanced marketing research methodologies. Professor Lipowski has made significant contributions to understanding consumer behavior across different generations, particularly regarding online channel usage and the perceived media richness of various marketing channels. His work bridges the gap between theoretical marketing concepts and practical business applications, with increasing focus on sustainable consumption, energy markets, and digital transformation in recent years. His research demonstrates strong methodological rigor, frequently employing quantitative approaches to investigate complex marketing phenomena.

Analysis of Professor Lipowski's recent publications reveals a clear evolution in his research focus from traditional marketing channels to more contemporary issues of digital transformation, sustainability, and behavioral aspects of consumer decision-making. His work demonstrates strong interdisciplinary connections between marketing, environmental studies, and technology adoption, with a particular emphasis on the Polish market context. The research consistently applies robust quantitative methodologies to investigate real-world marketing challenges faced by businesses and consumers alike, with notable contributions in energy consumption behavior, sustainable product adoption, and smart transportation solutions.

• BEST PAPER award at The MakeLearn & TIM Conference for publication 'Online Channel in Services Buying Process' (Timisoara, Romania, May 26, 2016)
• Principal Investigator for National Science Center Grant 2014/13/B/HS4/01612 'Modeling service distribution in network economy' (2015-2018)
• Reviewer for prestigious journals including European Journal of Marketing, Spanish Journal of Marketing, and International Journal of Management and Enterprise Development
• Member of the Polish Scientific Marketing Society based in Poznań

As an academic leader, Professor Lipowski has supervised numerous students and has been actively involved in educational initiatives including MBA programs at Lublin Polytechnic where he taught 'Promotion' courses. His practical consulting experience spans EU-funded projects such as 'Inicjatywa Jest Kobietą' and various marketing strategy development initiatives for startups emerging from EU development programs between 2019-2022. He has coordinated quantitative research for outdoor festivals in Lublin under a grant from the Ministry of Culture and National Heritage for Warsztaty Kultury in 2017, and has conducted research for Lublin city's 'Academic City' strategy priorities in 2012 and 2014. Since 2024, he has been executing customer needs research for newly established enterprises.

Professor Lipowski maintains active collaborations with academic institutions including Lviv Polytechnic in Ukraine. His research group at UMCS focuses on contemporary marketing challenges, particularly in the areas of sustainable consumption, digital transformation of service channels, and energy market behavior. He continues to expand his research agenda into emerging areas including service robots, smart transportation solutions, and the intersection of digital maturity with sustainable behaviors.