Dr. Christopher Amaral

Dr. Christopher Amaral is an Associate Professor of Marketing at the University of Bath. Prior to joining the University of Bath, Christopher completed his PhD in Marketing (2020) at Queen’s University in Canada. In addition to holding a PhD, Christopher also holds an MBA (2014) from the University of Toronto and a BComm (2010) from Toronto Metropolitan University in Canada. 

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 ISMS Marketing Science Conference, Marketing Dynamics Conference, 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, University of Manitoba, Bilkent University, and Oakland University.

Professional Links:

Faculty Profile
Google Scholar Profile
Research Gate Profile
ORCID
CV