Joel (Järvinen) Mero acts as an Assistant Professor of Digital Marketing (2018-) at LUT School of Business and Management. His expertise focuses on the use of new technologies, data-driven marketing and customer-oriented business logic. Mero received his Doctor of Science degree at University of Jyväskylä in 2016. His thesis, "The Use of Digital Analytics for Measuring and Optimizing Digital Marketing Performance," was nominated as the Best Dissertation at University of Jyväskylä in 2017.
Mero is an experienced researcher, teacher and speaker on digital marketing. His research has been published in prestigious academic journals, and he has been awarded the Best Paper Award by Industrial Marketing Management journal in 2017 (together with Heikki Karjaluoto). Mero has experience of multiple Tekes-funded research projects related to digital marketing. He pursues active international research collaboration and has acted as a visiting scholar at University of Hull in UK and Edith Cowan University in Australia.
Mero is currently teaching digital marketing courses at Master's Programme in International Marketing Management (MIMM). Previously, Mero has acted as the coordinator of a Digital Marketing and Corporate Communication Master's Programme at University of Jyväskylä. He has also extensive guest lecturing experience at a number of different universities and institutions, such as Avance Exevutive MBA, KATAJA doctoral programme, University of Helsinki, University of Oulu, University of Turku and University of Vaasa.
Besides academic merits, Mero is an active influencer in the business sector and his mission is to bridge the gap between marketing academia and practice. He is an invited speaker in many business seminars and has participated in content creation of various businesses via blog posts, whitepapers, webinars. Mero’s research is focused on topics that are relevant to managerial decision making and he is always open for collaboration with all kinds of organizations.