Associate Dean (International), Faculty of Arts, Humanities and Business

Professor of Marketing and Society, Plymouth Business School

Professor Krzysztof Kubacki is a leading expert in social marketing, behaviour change, and the ethical dimensions of marketing, with a focus on how digital and social media platforms can be harnessed to promote positive social impact. His research critically examines the role of marketing in addressing complex societal challenges such as public health, social sustainability, and human rights issues, including anti-modern slavery. Professor Kubacki employs diverse research methods and conceptual frameworks to explore how social marketing programmes can effectively engage diverse audiences, drive behaviour change, and contribute to the United Nations Sustainable Development Goals.

A distinctive feature of Professor Kubacki’s work is his emphasis on ethics, power, and vulnerability within social marketing systems. He investigates the paradoxes and challenges inherent in behaviour change efforts, advocating for approaches that are not only effective but also socially responsible and just. His research on digital and social media marketing highlights how these tools can be strategically used to foster meaningful engagement, while critically addressing the ethical implications of influence and persuasion in contemporary marketing practice. Through his scholarship, Professor Kubacki provides insights for academics, practitioners, and policymakers committed to leveraging marketing for social good ethically and sustainably.

Professor Kubacki has held positions at the University of Glamorgan, University of Wales in Aberystwyth, and Keele University in the UK, as well as Griffith University in Australia and Auckland University of Technology (AUT) in New Zealand. He has also held visiting appointments at the University of Lethbridge (Canada), Białystok University of Technology (Poland) and the University of Jyväskylä (Finland). His leadership roles include serving as Deputy Director of Social Marketing@Griffith, HDR Director at Griffith Business School, and Associate Dean Postgraduate at AUT. He spent five years as VicHealth’s Social Marketing Research Practice Fellow in Victoria, Australia, where he contributed to major public health initiatives.

Professor Kubacki serves as Associate Editor for both the Journal of Social Marketing and the Journal of Marketing Management.

Social marketing

Digital and Social Media Marketing

Sustainability

Marketing Communications

Branding

Entertainment and the Arts Marketing

International Marketing