Xu Zhang

Assistant Professor of Marketing

BSc (Tsinghua) BA (Peking) PhD (Michigan)

Dr Zhang’s research focuses on examining business strategies and understanding consumer behaviour in a variety of digital platform markets, including e-commerce markets, freelancer markets, online travel markets, and healthcare markets. In particular, she investigates how different marketing strategies and market mechanisms affect market efficiency, business profits and social welfare.

Dr Zhang graduated Magna Cum Laude from Tsinghua University, majoring in Automation and holds a dual BA in Economics from Peking University and a Ph.D. in Business Economics from University of Michigan. She teaches on the Master in Management Core Marketing courses and the PhD seminar on Empirical Marketing Models at LBS.

  • Examining business strategies
  • Understanding consumer behaviour
  • Pricing strategies
  • Market mechanisms


Brighter prospects? Assessing the franchise advantage using census data

Lafontaine F; Zapletal M; Zhang X

Journal of Economics and Management Strategy 2019 Summer Vol 28:2 p 175-197


'Meet Me Halfway': The Costs and Benefits of Bargaining

Zhang X; Manchanda P; Chu J

Social Sciences Research Network

TV Advertising and Online Sales: The Role of Inter-Temporal Substitution

Lambrecht A; Tucker C E; Zhang X

Social Sciences Research Network

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.


  • Masters Degrees core courses

    A key part of our Masters programmes curriculum.

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    • Marketing l
      View business situations from a marketing angle, important not just for a career in marketing or consulting, but also for general management and finance roles where you are required to understand drivers of value and marketplace context. Learn essential concepts, terminology, frameworks and data analysis skills.
    • Marketing ll
      View business situations from a marketing angle, important not just for a career in
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