Caroline Wiertz

Reader in Marketing
MSc in International Business and PhD in Marketing (University of Maastricht; The Netherlands)
Faculty of Management
photograph of Caroline Wiertz


Caroline is a Reader in Marketing at Cass Business School. She holds an MSc in International Business and a PhD in Marketing from Maastricht University in the Netherlands.

Caroline’s main research interests lie in the areas of consumer research and new media marketing. She has published in leading academic journals, such as the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Service Research, and Organization Studies. Her article on communal service delivery in the Journal of Service Research was a finalist for the journal's 2010 Best Article Award. In 2011, she won the Franco Nicosia Award for the Best Competitive Paper presented at the Association for Consumer Research Conference, and in 2013, the Award for the Best Social Media Paper at the American Marketing Association's Winter Conference. Her article on branding in the social media environment in the Journal of Interactive Marketing was a finalist for the journal's 2013 Best Article Award.

In addition, her research has been reported widely in the commercial press, such as The Economist, The Financial Times, The Times, the Independent, the German Handelsblatt, Spiegel, Wirtschaftswoche, Frankfurter Rundschau and Berliner Zeitung, and the French Stratégies, Le Bourse et la Vie, Chef d'Entreprise and E-Marketing, among others.

Caroline teaches Marketing on the MSc in Marketing Strategy & Innovation and the Executive MBA.

Her research efforts have been recognized with Cass Business School's "Rising Star" Award for Research Excellence. In addition, she received the Business School's Award for Excellence in Undergraduate Teaching, the Award for Excellence in Postgraduate Teaching, the Award for Innovation in Postgraduate Teaching, and City University's Award for Excellence in Curriculum Development.

Caroline is passionate about the tech start-up world and is the co-founder of City Unrulyversity, a pop-up university in the heart of London's Tech City that delivers free sessions to budding entrepreneurs. She also arranges TechTalks, a lecture series with the UK's most inspiring Tech entrepreneurs. In 2014, she received two Vice-Chancellor's Commendations for Outstanding Engagement with the Local Community, and for Excellence in Engagement with Business, the Professions, and Partner Organisations.

She is also a Trustee of the St Martin-in-the-Fields Charity and its annual BBC Radio 4 Christmas Appeal, which raises money for the homeless in London and people in need across the UK.

Additional languages

Dutch, French, German


Room number: 4042
Ph: 020-7040 5183