I received my Ph.D. from the University of Manchester and am currently a Lecturer in Marketing at NUL. I teach Developing Academic Skills in Business and Management, Strategic Marketing in the Digital Era and Luxury Brand Management. I am also a dissertation supervisor for marketing and luxury degree master’s students.
My teaching interests largely are within fashion and related service contexts, with particular attention to consumer-based strategies and related research methods. My teaching work in the UK has consolidated upon six years of college teaching in China. I am able to adapt styles of delivery according to the specific needs of students based on these two different approaches, incorporating both eastern and western styles of education. This is clearly an advantage with the Chinese students, who constitute a significant proportion of the student population in the UK, notably in management and fashion marketing. In terms of my teaching philosophy, I believe in a more applied and hands-on approach to teaching, with learning extending beyond the classroom. I enjoy being supportive and encouraging in the wider conversations that take place in the wider learning environment.
Recent Research Domains: Beauty services marketing, fashion and luxury goods marketing, consumer behaviour, service innovation, stages models, consumer journeys, technology and services adoption.
Research Capabilities: Mixed-methods, in-depth interviewing, mystery service reviews, qualitative analysis, survey research, measurement item development, bivariate and multivariate analysis, causal modelling, structural models.
I was a part-time marketing consultant in China, with responsibilities for planning a shopping mall in Zhengzhou Central Business District. The marketing insights were particularly relevant in advising on the luxury fashion and beauty product brands’ positioning and tenant mix within the mall, and in attracting brands including Lancome, Estee Lauder and Channel to the new development. This included providing data on high-income groups and data on rental terms and agreements, both for luxury brand owners and for their subsidiaries. I was responsible for negotiating specific arrangements dependent on local market requirements.
Associate Fellow of the Higher Education Academy (AFHEA) – Recognition reference: PR181909 (Starting at 06/03/2020)