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Dr Irute Karanicholas

Associate Professor in Marketing

Irute Daukseviciute Profile Pic Jun18 75iuglcwd


  • Simulation games, 
  • Measuring marketing performance, 
  • The dark side of marketing, 
  • Branding


Whiteknights Campus

Dr Irute Karanicholas has nine years of industry experience in the banking industry and consultancy and nine years of experience in teaching Management and Marketing for the last five years.

My professional experience is a mixture of academia and practice. I work at Henley Business School which is among the elite business schools of the world and I am wearing multiple hats: Associate Professor in Marketing and Director of Studies. I am also Digital Faculty Consultant at McGraw Hill Education. All together I have 9 years of experience in academia, teaching Management and Marketing, also serving as a Programme Director for MSc Marketing. I am passionate about teaching today's digital generation and excited about being empowered to hopefully making a positive impact to their life.

At the same time as pursuing my academic career, I gained nine years’ experience in industry. I worked seven years in the banking industry, for leading Scandinavian banks in the Baltics. I was mainly developing credit products for business clients. During my career in banking, I received several awards for my performance in sales and product management. I also gained two years’ of consultancy experience in the hospitality sector in the UK.

I have a good dose of positive energy, enthusiasm and am hyper curious, giving me motivation and drive to encourage the change around me.

In my free time I lead a fairly active lifestyle: I love being outdoors and exploring nature while walking, cycling or hiking, outdoor swimming, pilates, and dancing.

Reference: Daukseviciute, I. and Simkin, L. (2016) Optimising relationship marketing programmes: a holistic approach. Journal of Strategic Marketing, 24 (6). pp. 500-518. ISSN 1466-4488 doi:
Henley faculty authors:
Dr Irute Karanicholas
Reference: Daukseviciute, I. and Simkin, L. (2015) Critically optimising a relationship marketing programme: the case of a commercial bank. In: AM2015 - The Magic in Marketing, 7-9 July 2015, University of Limerick, Ireland.
Henley faculty authors:
Dr Irute Karanicholas

Sales and Marketing

This module explores marketing in the wider context of business management to give students a firm understanding of its practice and theories....

Module code: MQM1SAM

The Dark Side of Marketing

The module considers exactly what it says – the dark side of marketing. Marketing is often presented as a solution to business problems. But marketing can itself cause problems for consumers....

Module code: MM3104

Measuring Marketing Performance

The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing...

Module code: MMM147

Principles of Marketing

The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level. ...

Module code: MMM043

Brand in Practice

Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage....

Module code: MM274