Newcastle University London

Staff Profiles

Karen Richards

Senior Lecturer in International Management Practice, Degree Programme Director MSc International Marketing


I joined Newcastle University as a Senior Lecturer in International Management Practice in August 2015.  I am currently Degree Programme Director for the MSc International Marketing at Newcastle University London Campus.  My previous posts included Senior Lecturer roles at the University of East Anglia and Middlesex University. My initial career path was in commercial advertising and marketing, and in my last post in industry I was a market research manager for British Gas.  I have maintained my interest in market research practice through numerous consultancy projects  in both the commercial and not-for-profit sector and through my involvement with the Market Research Society, where I am Chief Examiner for professional examinations.

I have an MA in Modern History from the University of Oxford and have a keen interest in the arts and in arts and heritage marketing, and in issues of student diversity, recruitment, satisfaction and employability.

I have a Postgraduate Certificate in Higher Education and am a Fellow of the Higher Education Academy.  I am a Certified Member of the Market Research Society.


I currently lead the Marketing Research and International Management Practitioner postgraduate modules, and am also responsible for leading MSc Dissertations.  At undergraduate level, I teach Academic and Professional Skills.

I have been Course Leader for both undergraduate and postgraduate programmes in Management and Marketing, and have taught and led modules across the management curriculum, including: Marketing Theory; Research Methods; Principles of Marketing; Retail Operations and Management; Marketing Research; Marketing Foundation; Dissertation and Project modules; Advertising; Marketing Communications; Strategic Marketing; Principles of Marketing; Tourism; Direct Marketing; Buyer Behaviour.

 I have also led and taught on executive business and management programmes, including MBA, and on Diploma and work-based learning courses for a variety of organisations, including Local Authorities and healthcare providers.


My primary interests are in corporate image and communications research, advertising and brand awareness, audience research and arts marketing, and in qualitative and quantitative research methods and their application in marketing.  I undertake research into the HE sector and have conducted surveys and studies on existing and prospective HE students in the areas of recruitment and student satisfaction.

I have conducted research on a consultancy basis for a range of organisations.  Recent projects have included a London street market and heritage site, a Professional Society, an art-house cinema, and a major national charity.