Zafeirenia Brokalaki is a Lecturer in Marketing and Communications at Queen Mary University of London (School of Business and Management), serving as Programme Co-Director for the MSc Marketing in the Creative Industries. She holds a PhD in Culture, Media and Creative Industries from King's College London, alongside advanced degrees in Philosophy, Cultural Policy, Communication, Marketing, and Dance. Her research focuses on the aesthetics, ethics, and politics of cultural consumption, creative markets, and the sociology of the body. She edits the Arts and The Market Journal and reviews for leading journals like Qualitative Market Research . Her teaching spans global marketing strategies, cultural marketing for social change, and arts management. She has taught at multiple institutions, including the University of Leicester, King’s College London, and the University of Peloponnese. Her work bridges marketing, cultural studies, and performance, emphasizing transformative consumer research and critical marketing theory. She leads the QMUL Impact Fellowship project Impact Stories and collaborates with East London creative organizations. Zafeirenia’s research interests include participatory art, illegal arts markets, and the historical interplay of the body and market systems. She has published in top journals like Journal of Business Ethics , Journal of Marketing Management , and City , and presented at global conferences such as the Consumer Culture Theory Conference and the European Marketing Academy Conference. Her awards include HEA Fellowship and RSA Fellowship. She supervises PhD students on topics like domestic commodification, slow tourism, and AI-generated storytelling. Her public engagement includes consulting with cultural organizations like Dance Umbrella and Opera Holland Park, supported by grants from Nesta, Arts Council England, and others.
