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Marketing research

Examining different themes, our colleagues use their extensive global knowledge to further the field of marketing.

Subject group staff
Research students

The Marketing subject group engages in knowledge-shaping societal debates. They deal with a range of issues from many different areas of marketing.

We base our research on:

  • a multi-methodological approach
  • interdisciplinary understanding
An in-store display of cosmetic products including foundations, lipsticks and eyeshadows

Research areas

The Marketing subject group covers several broad areas of research. These include:

  • digital marketing
  • consumer behaviour
  • marketing communications
  • services marketing
  • marketing and sustainability

 

Key themes

Our academics and researchers explore a number of themes through their marketing research.

Consumer behaviour

We study how people behave in various markets and seek ways to enhance their well-being. At the same time, we look to make organisational practices more sustainable.

Communications

We focus on the exchanged branded messages between consumers and companies. Consumer insights are generated through the examination of:

  • traditional marketing communications tools
  • novel online contexts
Services marketing

We study how to contribute to the success of service organisations by:

  • improving the quality of their services
  • increasing their profitability
  • stimulating service innovations

Research projects

Current projects

FAIRWATER Energy Village

Funder: OFWAT

Start date: November 2021

End date: October 2025

Co-investigators: Diana Gregory-Smith, Savvas Papagiannidis

Previous projects

Enhancing the Effectiveness of Vocational Education in Vietnam

Funder: Northern Gas Networks Limited

Start date: February 2022

End date: July 2023

Co-investigators: Diana Gregory-Smith, Savvas Papagiannidis

 

Energy Village

Funder: Northern Gas Networks Limited

Start date: February 2022

End date: July 2023

Principal Investigator: Savvas Papagiannidis

Co-Investigator: Diana Gregory-Smith

 

Creative Spark Year 4

Funder: British Council

Start date: October 2021

End date: July 2022

Principal investigator: Vicky Mountford Brown (Innovation, Enterprise and Digital Business)

Co-investigators: Fiona Whitehurst, Paul Richter (Innovation, Enterprise and Digital Business), Lucy Hatt (Marketing: Consumers, Communications and Services)

 

KTP Vindolanda CT

Funder: Innovate UK/Vindolanda Trust

Start date: July 2020

End date: June 2022

Co-investigator: Natalia Yannopoulou

 

Developing life-skills course

Funder: British Academy

Start date: March 2020

End date: December 2021

Principal investigator: Andrew Lindridge

 

Identifying and Mapping Threshold Concepts of Entrepreneurship Across University Entrepreneurship Programmes

Funder: Enterprise Educators UK

Start date: August 2020

End date: July 2021

Principal investigator: Lucy Hatt

 

Our subject groups
Research and impact showcase
Postgraduate research degrees