Dr Ewelina Lacka is a Lecturer in Digital Marketing & Analytics at the University of Edinburgh Business School. Her research provides insights into major streams in digital marketing, in particular the adoption and use of digital technologies. She also investigates issues related to the use of user-generated content and Big Data. Over the past few years, Ewelina has gained significant teaching experience and effectively implemented and managed a range of digital technologies to enhance students learning experience. Currently, she is managing Introduction to Marketing (MKTG101x) MOOC.