Suzanne de Bakker
Dr. Suzanne de Bakker is a senior lecturer in Sustainability in Economic Education at the Marketing & Customer Experience research group. Her research focuses on the role of marketing in the transition to a sustainable society. This includes the knowledge and skills marketers need to move their own organizations toward sustainability, as well as communication guidelines marketers can use to encourage consumers to adopt more sustainable (purchasing) behavior. Insights from social psychology and behavioral economics play an important role in this.
As a senior lecturer, Suzanne is also affiliated with the Institute of Marketing & Commerce. Previously, she was senior lecturer in Behavioral Communication at the Institute for Communication (HU) and lecturer in Corporate Communication at the Department of Communication Science (University of Amsterdam), where she earned her PhD in 2006 with research on information overload among employees.
In April 2017, her book Content Marketing, the first higher professional education textbook on content marketing, was published by Noordhoff Publishers. In addition, she regularly provides workshops and courses on behavioral change, content marketing, real-time marketing, and influencers.
Fields of expertise
- Behavioral change, sustainable behavior
- Social norms and influence
- Circular economy
- Content marketing
- Corporate social advocacy
