Dr Matthew Gorton
Reader in Marketing

  • Email: matthew.gorton@ncl.ac.uk
  • Telephone: +44 (0) 191 208 1576
  • Address: 8th Floor, Room 8.03
    Newcastle University Business School
    5 Barrack Road
    Newcastle upon Tyne
    NE1 4SE


Reader in Marketing

Roles and Responsibilities

Joint Subject Group Head for Marketing, Operations and Systems

Degree Programme Director for MSc International Marketing


BSc, PhD


Chartered Institute of Marketing

Agricultural Economics Society

European Association of Agricultural Economists

European Academy of Marketing

Market Research Society 



English, Russian (to AS level)


Esteem Indicators 

Best paper awards in 2008 and 2011 at the German Agricultural Economics Society Annual Conference (GEWISOLA).

Assistant editor of the Journal of Agricultural Economics

Member of the editorial board for Studies in Agricultural Economics

Member of the editorial board for the Journal of Integrative Agriculture

Evaluator for the Italian Evaluation of Research Quality exercise (VCR 2004-2010)

Panel member for ESRC Collaborative Governmental Studentship scheme







Research Interests

Agri-food marketing in an enlarged EU

Small businesses and rural development

Regional foods



Current Projects

COMPETE (International comparisons of product supply chains in the agro-food sectors: determinants of their competitiveness and performance on EU and international markets). EU FP7.



Drivers of rural business growth, decline and stability.  Input for Frontier Economics project for DEFRA.



Past Projects  

a) EU INTAS funded research project on Supporting the International Development of the CIS Agricultural Sector (SIDCISA). Major study of agricultural marketing relationships in Armenia, Moldova and Ukraine.

b) SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.

c) Water Resource Strategies and Drought Alleviation in Western Balcan Agriculture (WATERWEB). Funded by EU FPVI INCO West Balkans. Studies of agricultural water management in Serbia and Macedonia.

d) FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.


The research projects I have been involved with have generated around £900K in research income to the University. These projects have been funded by a wide range of bodies including EU Framework 5, 6 and 7, ESRC CASE Studentships, The British Council, Swedish International Development Agency (SIDA), DEFRA and ONE North East.



NBS8526 Principles of Marketing (module leader)

NBS8512 Dissertation in Marketing (module leader)

NBS8199 Dissertration (Dual Award)