James Obiegbu

Dr James Obiegbu

  • Lecturer in Experiential Marketing and Management
  • DH
Back to top


Dr James Obiegbu joined Bournemouth University in 2020 as a Lecturer (Academic) in Experiential Marketing. Prior to this, James completed his PhD in Marketing from the University of Durham, as well as a Masters in Management.

James’ research lies at the intersection of consumption, markets and the arts, and he is particularly interested in how digital technology is shaping and transforming these relationships. His research interests also include consumption and consumer research, arts marketing and consumption, digital technology, community, and identity. His research features in a number of academic journals including Marketing Theory and European Journal of Marketing.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Decent work and economic growth

"Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all"

more information

Reduced inequalities

"Reduce inequality within and among countries"

more information

Responsible consumption and production

"Ensure sustainable consumption and production patterns"

more information

Journal Articles

Profile of Teaching UG

  • Event Engagement, Event and Experience Marketing


  • PhD in Marketing (Durham University, 2018)