Marketing advisory, strategy and analytics firm, Forethought, has added Professor Ujwal Kayande, PhD, to its Professors in Residence program.

Launched in 2022, the program involves scholars with strong ties to Melbourne Business School (MBS) dedicating their time as in-office mentors and consultants to Forethought staff.

Professor Kayande is a Professor of Marketing at MBS, where he teaches marketing strategy and analytics in the MBA, Master of Business Analytics and Executive Education programs. He founded the school's Centre for Business Analytics in 2014 and served as its director until 2021. Prior to his tenure at MBS, he was the Dean of the Beedie School of Business at Simon Fraser University in Canada.

His research has been recognised by the American Marketing Association (Lehmann Award), European Marketing Academy (IJRM Best Paper) and the Australia-NZ Marketing Academy (Distinguished Researcher).

"The Professors in Residence program is an innovative unique initiative built on our longstanding relationship with Melbourne Business School. We're privileged to welcome Professor Kayande to the Forethought team. His research, accolades, and teaching excellence speak volumes for the intellectual guidance he can bring to our colleagues. It will be great to see Professor Kayande around the office and I look forward to seeing the flow-on effect the program delivers, in the form of smarter results for our partners," said Founder and Executive Chairman of Forethought, Ken Roberts.

Professor Kayande is the third participant in the Professors in Residence program, following Professor John Onto, PhD, Distinguished Academic Fellow in Negotiations at MBS and former Associate Dean at Georgetown University; and Professor Richard Speed, PhD, former Deputy Vice-Chancellor (Global & Regional) and Executive Deputy Dean, Faculty of Business, Economics and Law at La Trobe University, and former Associate Dean and Professor of Strategic Marketing at MBS.

"It's an honour to get the opportunity to take up a role with The Forethought Professors in Residence program. To work with people within the insights and analytics business and to help shape the interesting, intelligent products that Forethought produces is exciting. I look forward to the questions and projects that come my way," said Professor Kayande.