The Oxford Future of Marketing Initiative (FOMI) brings world-class business academics and senior executives from some of the world’s largest companies together to address some of the most difficult and complex business challenges within the domains of marketing, advertising, communications, media, and technology.

We have five core values: 

  1. Collaborative: FOMI is a true collaboration between academics and practitioners
  2. Scientific: Everything we do is scientific, evidence-based
  3. Embrace complexity: We embrace complexity and despise over-simplification
  4. Multifocal: Our work is multi-disciplinary, multi-industry, and global
  5. Impact: We strive to have a real impact and influence on the business world.

We exist because of the need to infuse marketing practice with evidence-based solutions to complex business problems. No one—academic or practitioner—should go it alone as they approach these issues. Instead, we believe that collaboration, knowledge, experience sharing, and scientific research are the ways to move the marketing discipline forward in a data-fuelled, technology-focused world.



Our world-class research aims at being informed by and informing the business world. So, our research themes are both academically interesting and relevant to business.

Together, Oxford academics and executives from our industry partners work on research that is rigorous and impactful to provide business leaders and marketing practitioners with new thinking and practical tools to measure, manage, and maximise their strategies.

This research also fuels content across our programmes which helps keep them always up to date.

Industry partners

The partnership brings together high-level industry partners representing major brands, agencies, and technology companies – the key players who are shaping (and being shaped by) the future of marketing.

  • BMC Software
  • Diageo
  • Google
  • Institute for Real Growth 
  • Kantar Group
  • L’Oréal
  • Mars
  • Meta
  • Reckitt
  • Unilever
  • United Nations Unstereotype Alliance
  • Wavemaker
  • WPP


Contributions to Accredited/Degree Programmes

The marketing curriculum in the MBA and Executive MBA is informed by discussions with FOMI partners (particularly the CMOs involved with FOMI). This ensures that the curriculum is always fresh and linked to developing the knowledge and skills that marketing leaders need in global companies. Senior leaders from FOMI partner companies are also regular guest speakers.

The Diploma in AI for Business (DipAI) is led by marketing faculty members Professor Felipe Thomaz and Dr Alex Connock. DipAI is about Artificial Intelligence in all areas of business and is a collaborative effort involving faculty members from across the school. FOMI is heavily involved with most of the FOMI-affiliated faculty members teaching on the programme.

Executive Programmes


Our team


Thabi Moloi, Communications and Events Officer


Christopher Kerr, Research Initiative Administrator