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Dr Rohini Vijaygopal

Profile summary

Professional biography

Dr. Rohini Vijaygopal gained her first degree in Pharmacy, an MBA in Marketing Management and a PhD in consumer behaviour & marketing strategy. She has worked across different sectors including the corporate world as well as higher education. Within the corporate world, she has worked in the pharmaceutical sector (including export and import of pharmaceuticals), advertising and branding (working on healthcare communications for companies such as Fulford Schering Plough, Boston Scientific and Johnson & Johnson), social marketing (empowerment of the poor with provision of business skills and links to industry). She has also been independently involved in training and consulting on various issues affecting consumers and marketing especially for family owned businesses. Within the education sector, she has been very active in both teaching as well as research & publications. On a personal front, Rohini enjoys practising yoga and mindfulness meditation.  

Research interests

Rohini received her PhD in marketing focusing on consumer acculturation, cross-cultural consumer behaviour and branding. Her PhD was supervised by Prof. Sally Dibb and Prof. Maureen Meadows; and examined by Prof. Vince Mitchell. Rohini gained a firm grounding in academic research skills during this period. She then moved on to researching customer loyalty and service operations in the UK retail sector. Subsequently, Rohini worked on the Interreg IV extension project and also used Higher Education Innovation Fund for developing marketing communication strategies for adoption of electric cars. This research led her to areas of social marketing, technology and behaviour change. She has now researched driverless cars and disabled people, pilotless planes and consumer attitudes as well as donor behaviour within the charitable sector. She continues to be fascinated by integrated research which can make a real difference to the lives of the customers, provide a better environment to live in, and overall, benefit the society over and above the positive economic impact for businesses.

In carrying out her research, Rohini embraces both qualitative and quantitative methods. She has used SPSS, focus groups, dyads, Implicit Association Test, AMOS, CATPAC, online gamification, STM, RFR amongst others. Particularly notable here is the funding she received for development of the online game. These have helped her hone her experience of collecting, analysing and interpreting interesting data and producing research outputs of very high standard. She has published peer reviewed journal articles, book chapter, newspaper articles as well as presented competitive (peer reviewed) research papers across many countries. More importantly, many of her research outputs have been published in very high standing academic journals such as European Journal of Marketing, Transportation Research Part A: Policy and Practice, Production Planning & Control, Transportation Research Part D: Transport and Environment, Advances in Consumer Research, Journal of Marketing Analytics, amongst others. She has taken up roles of a reviewer for academic journals, a supervisor, an examiner as well as a conference track chair. Rohini is a member of Academy of Marketing. 

Teaching interests

Rohini has 22 years of teaching experience and has taught undergraduates, postgraduates as well as executive students across the UK, India and Continental Europe. She has experience of delivering face-to-face sessions within the traditional University sector and having been at the Open University (OU), also has extensive experience in delivering online sessions (both asynchronous and synchronous). She has taught mature students and practitioners (from organisations such as BskyB, KPMG, Buckingham Palace) while delivering Chartered Institute of Marketing courses as well as the OU courses. Having come into academia from the world of business, she is mindful of practise-based learning and encourages her students to apply classroom theory to practice such that they are proactive when they go into the working world. Some examples of the modules that Rohini teaches are introduction to business studies, retail management and marketing, international and cross-cultural marketing, honours unit (dissertation), introduction to statistics for business, research methods, advertising and branding, global marketing, project management in marketing (practice-based), principles of marketing, consumer behaviour, product management amongst others. She is well known for her curriculum development and motivational skills and is a member of the Higher Education Academy. At the Open University Business School, Rohini is part of the module team for B206 (Understanding Customers) and B324 (Marketing and Society). She is involved in the production of Y035. She is also a Digital Badging Steering Committee member within the OU.


Impact and engagement

Having been a practitioner for over a decade, Rohini continues to actively interact with the world of practice.

Rohini’s innovative work, presented as ‘Sense your wellbeing’ at The Open University Mental Health and Wellbeing conference received the Best Lightning Talk Award.

She engages internationally with external parties to progress work within the emerging field of contemplative pedagogy.

External collaborations

Rohini is a steering committee member of the Contemplative Pedagogies Network (CPN).

She is also a peer reviewer for a number of international journals.