Centre for Rural Economy

Staff Profile

Professor Matthew Gorton

Professor in Marketing


Roles and Responsibilities

Professor in Marketing

Deputy Director of the National Innovation Centre for Rural Enterprise

Co-ordinator of the H2020 Strength2Food Project www.strength2food.eu

Co-investigator for the EU4Advice Project


BSc (Economics and Politics), University of Bristol

PhD (Small businesses), University of Plymouth

Certificate of Teaching and Learning in Higher Education, Newcastle University

Certified Member of the Market Research Society (CMRS)

Professional Memberships

Market Research Society 

International Association of Agricultural Economists

European Association of Agricultural Economists

European Academy of Marketing


Research Groups at Newcastle University

National Innovation Centre for Rural Enterprise

Marketing Research Community 

Innovation, Enterprise and Digital Business Research Community

Centre for Rural Economy

Journal Roles

Associate Editor of the Journal of Agricultural Economics

Editorial Board member for Studies in Agricultural Economics

External Roles

Member of the external expert board for the EU H2020 SUFISA Project

ESRC Studentship Panel Member

Grant proposal and progress reviewer for the European Commission

External reviewer for UN FAO

Research Profiles

Google Scholar


ORCID Profile




NBS8526 Principles of Marketing (module leader)

This module includes student teams working on the Greggs Marketing Challenge.

The module seeks to:

• evaluate and assess critically, the principles in marketing and core marketing theory.

• interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, and produce coherent recommendations to achieve an organisation's strategic goals.

• enhance students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client.

• enhance students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.

Topics Covered:

What is Marketing?

Marketing Strategy

Marketing Environment

Market Segmentation, Targeting and Positioning.

Product and Brand Management including New Product Development

Services marketing


Marketing Communications


Direct and digital marketing

Dissertation Supervision

NBS8011 - Dissertation

NBS8523 - MBA Individual Project

NBS8512 Dissertation in Marketing

MKT3096 Marketing Dissertation




Current Research Interests

Agri-food supply chains and sustainability

Small businesses and rural development

Geographical Indications / Protected food names

Consumer food choice

Digital marketing

Research Groups

National Innovation Centre for Rural Enterprise

Marketing: Consumers, Communications and Services

Innovation, Enterprise and Digital Business Research Community

Centre for Rural Economy

Current Projects 

National Innovation Centre for Rural Enterprise (NICRE) https://ncl.ac.uk/nicre/

EU4Advice Multi-actor collaboration dynamics and capacity building network inside and between AKIS to foster the upscaling of SFSCs across Europe | EU4Advice

Recent Projects

INNOGROW http://www.interregeurope.eu/innogrow/

Strength2Food http://www.strength2food.eu (co-ordinator)

VALUMICS  http://valumics.eu

Creative Spark https://www.ncl.ac.uk/business-school/news/item/newsnewcastleuniversitybusinessschoolwelcomesenterpriseeducatorsfromaz.html 

Past Projects Contributed to:  

a) Rural business aspirations, obstacles and support: an analysis of the Longitudinal Small Business Survey 2015. Enterprise Research Centre and BEIS. Led by Prof. Jeremy Phillipson.

b) 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. http://www.compete-project.eu/

c) Drivers of rural business growth, decline and stability. Input for Frontier Economics project funded by Defra. http://randd.defra.gov.uk/Default.aspx?Menu=Menu&Module=More&Location=None&Completed=0&ProjectID=18782

d) EU INTAS funded research project on Supporting the International Development of the CIS Agricultural Sector (SIDCISA). Study of agricultural marketing relationships in Armenia, Moldova and Ukraine. http://cordis.europa.eu/project/rcn/74546_en.html

e) SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.http://scarled.eu/

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

g) FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.http://www.focus-balkans.org/

h) British Council Newton Fund - Adding Value to the Vietnamese agri-food sector https://research.ncl.ac.uk/bcvietnamproject/

i) Sustainable agriculture in Central and Eastern European Countries (CEESA). EU FP5.

j) A Comparative Study of Agrifood Chains in Moldova, Armenia, Georgia, Russia, and Ukraine. For World Bank.

k) Agricultural Implications of CEEC Accession to the EU. EU FAIR (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.

l) Impediments to efficiency in the agro-food chain in Bulgaria, Romania and Slovenia OECD. (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.

The research projects I have been involved with generated around £4m in research income to Newcastle University. Funders include: Research England, EU Framework 5, 6 and 7, H2020, Horizon Europe, ERDF Interreg, ESRC, The British Council, Swedish International Development Agency (SIDA), Defra, and ONE North East.

Postgraduate supervision

I typically supervise one new PhD student per year, usually in the fields of:

Agri-food supply chains and sustainability

Small businesses and rural development

Protected food names / Geographical Indications

Consumer food choice

Digital marketing