Shahrzad Yaghtin

Associate Professor at UCLy

Campus Lyon - Saint Paul
10 Place des archives 69002 Lyon

Further information

  • Field (CNU): 06. Management science

Research areas

Autre Autre Autre Autre Autre Autre

Teaching areas

Marketing Sciences de gestion Other Other Other Other Other


Dr. Shahrzad Yaghtin is a lecturer and researcher in marketing. Before joining academia, she worked in the B2B environment (Energy sector) for more than a decade. Her research focuses on B2B marketing, digital marketing, sustainable marketing, and the application of machine learning techniques for marketing communication. She also studies blockchain technologies and new business models for the circular economy. She uses a wide range of methodologies, including quantitative and qualitative, in her research.
  • Articles
    • Articles in peer-reviewed journals
      • YAGHTIN, Shahrzad (2022). «B2B digital content marketing in uncertain situations: a systematic review». Journal of Business & Industrial Marketing, 37, 9, 1852-1866.  [+]
      • YAGHTIN, Shahrzad (2020). «Planning a goal-oriented B2B content marketing strategy». Marketing Intelligence and Planning, 38, 7, 1007-1020.  [+]
  • Communications (conferences, seminars, study days)
    • YAGHTIN, Shahrzad, MERO, Joel (2021). «How to integrate human insight with machine learning capabilities for B2B personalization». CBIM2021 "Challenges and opportunities for increasingly turbulent times in business markets", Center for Business and Industrial Marketing, June 2021, Georgia, United States of America.
  • Academic background
    • 2020 PhD, Business administration, Marketing, Islamic Azad University (IAU), Iran