Marketing and Business Strategy

The department of Marketing and Business Strategy is home to more than 60 academics, with a variety of backgrounds, research interests and methodological approaches. We are a serendipitous mix of experience and theory.  Many of our staff are former senior practitioners or consultants from a broad range of industries, who have come into lecturing to 'give back'. Other colleagues have impeccable academic credentials. We are also a global community of scholars, with staff from Australia, New Zealand, Taiwan, Thailand, Malaysia and India to South Africa, Nigeria, The Gambia, Greece, Lithuania, UK and USA.

The department is responsible for the provision of teaching, research and knowledge transfer of marketing and business strategy. By marketing, we mean everything from consumer research to identify and quantify consumers’ needs and wants, to the satisfaction of those needs through product development, branding, pricing, distribution, and marketing communications. Business strategy encompasses areas such as business policy, strategy dynamics, future studies, scenario planning, sustainability, innovation, entrepreneurship, international business, global markets and managing organisational change.


The department is responsible for various degrees (BA Marketing Management, BA International Marketing, BA Marketing Communications, MA Marketing Communications, MA/MS Marketing Management, MA International Business and Management, and MSc Entrepreneurship, Innovation and Enterprise Development), several of which were developed in close collaboration with the relevant professional bodies.

Undergraduates taking marketing degrees or appropriate marketing modules in their final year and students taking our postgraduate degrees in marketing are entitled to exemptions from the Chartered Institute of Marketing qualifications. MA Marketing Communications students are entered for the DMI’s Postgraduate Diploma in Digital Marketing.  In total, members of the department are collectively responsible for the delivery of some 500 weekly events and about 15,000 hours of teaching over the course of the year. We supply over 30 general and specialist modules in marketing and business strategy to the School's postgraduate and undergraduate business studies programmes.


Our research is theoretically relevant, but also practice-focused.  The main research themes of the Department centre on entrepreneurship, marketing and strategy. Within these broad themes, our research extends to a wide range of topics including:

•    Advertising

•    Branding

•    Business policy

•    Business capabilities and firm performance

•    Business models

•    Consumer behaviour

•    Creativity

•    Design

•    Entrepreneurial marketing

•    Entrepreneurship

•    Ethnic minority businesses

•    Gender in marketing studies

•    Hospitality management

•    Innovation management

•    Internal marketing

•    International marketing

•    Knowledge transfer

•    Loyalty

•    Management education

•    Managerial discretion

•    Managing creatives

•    Managing paradoxes

•    Managing sales performance

•    Public sector management

•    Radical innovation

•    Regional innovation systems

•    Rural studies

•    Servitization

•    Social entrepreneurship

•    Sustainability

•    Tourism

•    Trust

•    Women in business


Seminar series and other research initiatives

We have a wide range of initiatives that give staff at the Marketing and Business Strategy department opportunities to discuss their research and facilitate academic debate around developments in entrepreneurship, marketing and strategy:

•    The Special Interest Group in Entrepreneurship (SIGE) coordinates and conducts a range of activities to stimulate research in the entrepreneurship field, including speaker panels, debates and competitions. Entrepreneurs, business professionals and angel investors are often invited, with an aim to facilitate fruitful cross-pollination of thinking from academia and practice.

•    Marketing Brownbags are informal seminars predominantly designed for marketing scholars to share and get feedback on papers/research studies that are under development, under review and/or addressing R&R comments.

•    The Innovation, Design, Entrepreneurship and Strategy (IDEaS) research group organises research seminars on business strategy and growth, as well as the management of creativity and innovation in organisations. Departmental staff and external speakers offer insights.

•    The MBS Paper Bootcamp is blackboard-based and challenges those that enrol to turn half-baked papers into drafts for journal submission in 12 weeks


Staff in the department publish in leading scholarly journals in the fields of entrepreneurship, marketing and strategy including:

•    Annals of Tourism Research

•    Entrepreneurship and Regional Development

•    European Journal of Information Systems

•    European Journal of Marketing

•    Human Relations

•    Human Resource Management

•    Industrial Marketing Management

•    International Marketing Review

•    Journal of Advertising

•    Journal of Advertising Research

•    Journal of Business Research

•    Journal of Consumer Research

•    Journal of Marketing Management

•    Journal of Rural Studies

•    Management Learning

•    Studies in Higher Education

•    Technological Forecasting and Social Change

•    Transportation Research Part D: Transport and Environment


Editorial board memberships and reviewing

Staff are on the Editorial Board of the European Journal of Family Business, Journal of Advertising Research, Industrial Marketing Management, Journal of Consumer Affairs, Journal of Global Fashion Marketing, Journal of Global Scholars Marketing Science, Journal of Marketing Management, Journal of Public Policy, Marketing, Tourism & Management Studies, and Proelium.

Staff also regularly review papers for various journals, including: Advances in Consumer Research, Consumption, Markets and Culture, British Journal of Management, European Journal of Marketing, International Marketing Review, International Small Business Journal, Journal for Immigration and Refugee Studies, Journal of Advertising, Journal of Business Ethics, Journal of Business Research, Journal of Macromarketing, Journal of Management Studies, Journal of Marketing Management, Journal of Services Marketing, Journal of the Academy of Marketing Science, Marketing Intelligence and Planning, Marketing Theory, Journal of Consumer Behavior, Qualitative Market Research: An International Journal, Management Decision, Marketing Letters, Research Evaluation and Studies in Higher Education.

Conference presentations

Staff regularly present papers at conferences including: Academy of Management, Academy of Marketing, Association for Consumer Research (EACR) Conference, British Academy of Management, Center for Business and Industrial Marketing (CBIM), Consumer Culture Theory Conference, CHARM (Conference on Historical Analysis and Research in Marketing), European Association for Consumer Research (EACR) Conference, European Group for Organization Studies (EGOS), European Marketing Academy Conference (EMAC), GAMMA, Gender, Marketing and Consumer Behaviour Conference, European Marketing & Public Policy Conference, ICORIA, International Small Business and Entrepreneurship (ISBE), International Council for Small Business and Entrepreneurship (ICSB), Sir Arthur Lewis Institute for Social and Economic Studies (SALISES), Macromarketing Conference, Servitization Spring Conference, Strategic Management Society (SMS) Conference, Marketing and Consumer Behaviour Conference.          

View all Marketing and Business Strategy staff

Dr Jaafar El-Murad, Head of Department

Head of Department: Dr Jaafar El-Murad

Group of academic staff

Academic staff

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