Watch a sample episode now
Ever wondered why you can’t resist certain brands or why companies like Apple, Netflix, and Disney+ are so good at keeping you hooked? In this must-watch Subject Spotlight, Iraa Wimpenny breaks down how businesses influence what we buy—and why we keep coming back for more. If you want to understand how brands influence you, this is the series for you!
Iraa WimpennyUniversity of SunderlandBusiness and management studies
All episodes
1. What makes people buy stuff? Consumer buyer behaviour.
2. How businesses understand you - Understanding the buyer
3. Case study Netflix vs. Disney+ - the ultimate showdown.
4. Apple’s loyalty loop - Why Apple fans never switch
About the university
University of Sunderland
The University of Sunderland is a top 50 UK university (Guardian University Guide 2024) and a global institution which offers life-changing opportunities for over 20,000 students across its four campuses in Sunderland, London and Hong Kong. With over 300 undergraduate and postgraduate degree courses, placement opportunities and the option to study full or part-time, there’s something for everyone at Sunderland. The University of Sunderland has also received five stars for teaching, inclusiveness, employability and facilities in the QS World University Rankings 2023 and is in the top 10 UK universities for social inclusion (The Times Good University Guide 2024).
University of Sunderland profile →Meet the academic
Iraa Wimpenny
Iraa is a lecturer in Business and Marketing, teaching across all undergraduate business programmes and postgraduate International Business Management at University of Sunderland. Iraa has over a decade’s experience in running a multi award winning business with clients across the UK and around the world. She brings this experience into her teaching, providing students the opportunity to apply theoretical principles to live business scenarios from her clients on a weekly basis. With a background in media and design, Iraa specialises in brand development and management and continues to work with brands around the world. Iraa is passionate about experiential learning and all modules on the Business & Management degrees at the University have a live business embedded into teaching, ensuring students have real world application of the knowledge they gain throughout their academic journey.
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Content to enhance students’ personal statements
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Certificate of completion
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