Academy of Marketing 2021


Online, 5-7 July 2021; Deadline 15 Mar

POSTING TYPE: Calls: Conferences

Author: Anne Foy

Academy of Marketing Conference 2021 – Reframing Marketing Priorities

Online, 5-7 July 2021

Conference Chairs: Anne Marie Doherty, Finola Kerrigan, Lisa O’Malley

 Call for Competitive Short Papers (max. 500 words, plus refs) and E-Posters

Submission deadline: 15 March 2021

Full Call is online at:

For the first time our 2021 Academy of Marketing Annual Conference will take the form of a virtual, online event. We are looking forward to the new opportunities this format will allow to welcome participants into our community.  Traditionally our conference has welcomed papers to a range of tracks and, more recently, to competitive workshops. Given the virtual, online nature of our AM2021 conference, the workshop format will underpin our conference structure and we invite the submission of Competitive Short Papers to these workshops. We also invite the submission of E-Posters, based on any area of Marketing relating to the conference theme.

As we all negotiate our way through the challenges of the current external environment our Annual Conference will consider how Marketing can play its part in helping to shape how we engage with economic, social, political and cultural change. 2020 has been a defining year in so many ways; our 2021 conference theme reflects the need to refocus and address how we as marketing academics, teachers and practitioners can ‘Reframe Marketing Priorities’ in response to such change.

We invite colleagues to explore the crucial issues of change, responses to change and reflection on change that help reframe marketing priorities. We propose to achieve this through a series of workshops and e-poster paper streams that can interrogate these important issues. We are asking:

  • What are the Marketing Priorities that are most impacted by current conditions?
  • How do we reframe these priorities theoretically?
  • How is what and how we teach impacted?
  • What methodological advances and innovations help us to answer these questions?

Keynote speakers and additional activities:  In addition to the programme of Workshops, there will also be keynote addresses, with Professor Ashlee Humphreys, Northwestern University and Professor Andy Prothero, University College Dublin already confirmed, and the annual AGM. Networking opportunities and other supporting events will also be part of the 3-day programme.

Publication opportunities:  The AM2021 Conference has secured Special Issues of Journal of Marketing Management and European Journal of Marketing. Authors with papers accepted for Workshops will be invited to submit a detailed Expression of Interest submission after the Conference if they wish to be considered for these publication opportunities.

Workshops will run for 1 and a half hours each on 3 broadly themed days:

  • Monday 5th July Focus on Teaching
  • Tuesday 6th July Focus on Research
  • Wednesday 7th July Reflections on Society

There are 3 types of Workshop:

1 Closed Workshops: These are only open to people who submit, and have accepted, a Competitive Short Paper. These small group workshops may be run in a number of ways, and the idea is to establish networks and potentially produce collaborative work.

2 Open Workshops: As above, these invite submissions of Competitive Short Papers. Those accepted can take an active part in the Workshop. The Workshop will also be open to other Conference Delegates to observe the activities.

3 Webinars: These are open to any delegate to choose to attend. No submission of papers is required.

The list of Competitive Workshops is below – please visit the Conference website to download the full call for each workshop.

Monday 5th July – Focus on Teaching

  1. Creating and delivering digital, innovative and authentic assessments
  2. Transformative and critical marketing pedagogies
  3. Embedding sustainability and responsibility into the marketing curriculum.
  4. Innovations in learning and teaching for use in Covid-19 and beyond: Pedagogic practice reframed

Tuesday 6th July – Focus on Research

  1. Taking the experiential online: Engaging consumers virtually during Covid-19
  2. Reframing circular economy as a marketing priority: Emphasising the role of consumers
  3. Wellbeing within service ecosystems
  4. The power of visual methods in understanding the ‘new normal’
  5. Weaving connections: advancing theoretical insights into gift giving in the 2020s.
  6. Harnessing the power of word-of-mouth
  7. Access, inclusion and care in marketing: Reflections and learnings from Covid-19

Wednesday 7th July – Reflections on Society

  1. Searching for the new ‘normal’ – Sustainability in a digital age
  2. Consumer spaces post-Covid: Back to normal or new normals?
  3. Identifying the not-for-profit marketing visionaries
  4. Democratising and decentering marketing inquiry
  5. Reframing our priorities: Understanding and tackling consumption insecurities
  6. Purpose driven brands – the rise of social sustainability
  7. Consumer research with social impact during a pandemic: Reflections on academic identities

Competitive Short Papers

Competitive Short Papers will be a maximum of 500 words long (excluding references). All papers must be submitted online via the AM 2021 website.


This year we will also be inviting the submission of E-Posters. Posters can be based on any area of Marketing relating to the conference theme and are not restricted to workshop themes. Please visit the conference website for full details.