Nikolaos Tzokas, Ph.D.

Professor of Marketing

Contact Details:

✉ ntzokas@mbsc.edu.sa

✆ +966 12 510 6144

Profile

Dr. Nikolaos Tzokas is a Professor of Marketing at Prince Mohammed Bin Salman College for Business & Entrepreneurship. He earned his Ph.D. in Marketing Management from the University of Bath, UK as well as an MBA from the Athens University of Economics and Business, Greece. His academic career began as Research Fellow at the University of Stirling, Scotland and continued at the University of Strathclyde as a Marie Skłodowska Curie Senior Research Fellow.  In 2000 he joined the University of East Anglia (UEA), UK, as a full Professor in Marketing and for the next 14 years he held numerous leadership roles there including, Director of Research, Dean/Head of the Business School and Associate Dean for Research, Enterprise, and Engagement in the Social Sciences Faculty.  From 2014 to 2018 he led the Faculty of Business at the University of Plymouth as their Executive Dean. At MBSC Dr. Tzokas is a Professor of Marketing and he is the lead for Research in the College.

Research Interests

His research focuses on value co-creation through new product/services development, services marketing, relationship marketing and knowledge management.  Within these areas, he has supervised successfully a number of Ph.D. students, who are currently holding significant positions in important institutions in the UK and elsewhere. His research has been published widely in international journals such as the Journal of Product Innovation Management, Journal of Management Studies, British Journal of Management and Industrial Marketing Management among others.

Engagement

Dr Tzokas has served on several Boards and held positions of responsibility such as elected Council member of the Chartered Association of Business Schools (CABS), UK; Chair of the International Committee of the Chartered Association of Business Schools; member of Plymouth’s Growth Board; and Chair of the Special Interest Group on Relationship Marketing of the UK’s Marketing Academy, as well as an international ambassador of the UK’s Leadership Foundation for Higher Education (LFHE), among others.  He is a regular reviewer for a number of academic journals and on the editorial board of the Industrial Marketing Management. For the past 5 years, Dr. Tzokas has been supporting the development of entrepreneurial mindsets in the HE sector in Jordan through close collaboration with the British Council in Jordan.

Teaching

Throughout his career, Dr. Tzokas has been instrumental in the development, launch, and implementation of several innovative, postgraduate programmes including an MBA with a clear sustainability focus and a Masters in Brand Leadership. A key common feature of all these programmes has been the blending of state-of-the-art management knowledge with challenging experiential student engagement, thus allowing them to become confident & resilient professionals.  This is a reflection of his approach to teaching & learning, where students become partners in a joint knowledge creation and discovery process.  Dr. Tzokas has taught Marketing at both undergraduate, masters and MBA levels and in various Universities including the American University of Beirut where he served as a visiting Professor.

At MBSC Dr. Tzokas is teaching the following courses:

• Marketing Management
• Sales Management
• Services Marketing (elective)

Anouar El Haji, Ph.D.

Pricing Scientist & Entrepreneur

Background

Dr. El Haji bridges rigorous academic research with more than a decade of commercial pricing practice. He holds a PhD in Marketing (behavioral economics) from the University of Amsterdam, where his award-winning experimental work on auctions, willingness to pay, and the psychology of ownership was published in peer-reviewed journals; he is a visiting scholar at the Amsterdam Business School and the Prince Mohammed bin Salman College of Business & Entrepreneurship. He founded Veylinx, a behavioral insights platform that measures real consumer demand using Nobel Prize winning auction methodology now used by leading global consumer brands to set and test prices. Through RevFixr, his pricing consultancy, he advises B2B software companies and Fortune 500 organizations on packaging, monetization, and value-based pricing strategy.

Select Professional Experience

Dr. El Haji brings more than a decade of commercial pricing experience, combining academic research in behavioral economics with practical expertise in pricing strategy. He is the Founder of Veylinx, a behavioral insights platform that measures consumer demand using auction-based methodology, and RevFixr, a pricing consultancy advising B2B software companies and Fortune 500 organizations on packaging, monetization, and value-based pricing. He also serves as a Visiting Scholar at the Amsterdam Business School and Prince Mohammed bin Salman College of Business & Entrepreneurship. His award-winning research on auctions, willingness to pay, and the psychology of ownership has been published in peer-reviewed journals.

Function and Specialization

• Behavioral Economics
• Pricing Strategy
• Value-Based Pricing
• Consumer Demand & Willingness to Pay
• Pricing Psychology
• Auctions & Experimental Research
• B2B Pricing & Monetization
• Product Packaging & Pricing
• Revenue Growth Strategy
• Behavioral Insights & Market Research