Initially employed as an agricultural economist before working in industry on UK, European and world food market analysis. This was followed by a move to export marketing with a specific remit in Italy and Switzerland and then UK and European food industry consultancy.
An industry training role has included a 10 year period as a Chartered Institute of Marketing examiner for national and international professional exams. In addition to my role in the university, roles also include course consultancy for institutions linked with the university. More general consultancy work has been undertaken mainly in marketing knowledge, education and training for Financial Times Knowledge, News International, the Institute for Financial Services as well as several international commercial organisations. A main area of interest is in the application of marketing theory to practice, especially employing high engagement computer simulations and simulated contexts and this is reflected in the courses I teach. For example, business strategy simulation centred modules and events. This teaching preference arose from work on industry commissioned reseach requiring a simulation approach, completing a masters by thesis in this at Queen's Belfast.
Computer simulations in teaching developed into an interest in digital marketing, where I have created an undergraduate module informed by the CEO of a leading, global digital analytics company (comScore). Understanding consumer behaviour in the digital ecosystem is a current research interest. I am also an external examiner for a post graduate masters in digital marketing.
Pedagogic research interests include high engagement, experiential learning and educational policy implementation especially at the meso level.
University roles
- Industry engagement with the marketing department and management school
- E-learning
Undergraduate
MKTG101 Marketing lectures on pricing
MKTG206 Marketing Strategy Simulation
MKTG233 Digital Marketing
Marketing management [placement] programme co-ordinator
Postgraduate
MSc Advanced Marketing Management
MKTG 401 (2) Marketing in Practice - Marketing Strategy Simulation
MKTG407 Managing Prices and Profits in Marketing
MKTG 411 Digital Marketing
