Dr. Christopher Amaral, PhD
Assistant Professor of Marketing,
University of Bath
Dr. Christopher Amaral is an Assistant Professor of Marketing at the University of Bath in the United Kingdom. Prior to joining the University of Bath as a faculty member, Christopher earned his PhD in Marketing (2020) from Queen’s University in Canada. In addition to holding a PhD, Christopher also completed an MBA (2014) at the University of Toronto and a BComm (2010) at Toronto Metropolitan University in Canada. While completing his PhD, Christopher was distinguished as an AMA Sheth Doctoral Consortium Fellow (2020) and was awarded by national and provincial government agencies in Canada, earning the Social Sciences and Humanities Research Council Award (2019) and Ontario Graduate Scholarship Award (2018).
As a quantitative marketing researcher, Christopher’s main research interests lie in marketing analytics. In particular, he adopts empirical approaches (e.g., econometric modeling and machine learning) to investigate opportunities and challenges across various marketing domains, including pricing, sales incentives, retailing, and sustainability. Moreover, he develops novel models and approaches to support marketing managers in strategic decision-making, with the goal of increasing marketing effectiveness and firm profitability. He has applied his knowledge to industry over the years, working with companies such as The Bank of Nova Scotia, En-Pro International, FlixMedia, and The Kraft Heinz Company, as well as with the public sector at the Canada Revenue Agency.
Christopher’s scholarly research has been published in Marketing Science, Production and Operations Management, European Journal of Marketing, and Journal of Retailing and Consumer Services and has been presented at various academic conferences, including Marketing Science, Marketing Dynamics, and INFORMS Revenue Management and Pricing Section. He has also been invited to present his research at academic institutions such as the University of Sydney, Erasmus University, Goethe University Frankfurt, Toronto Metropolitan University, Bilkent University, and Oakland University.