Jie Sun

Jie Sun

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.

  • 2023 Yuen, W., Sun, J., Xin, ZY., and Liu, JQ (2023). Emotional Responses Towards Co-branding of Luxury Goods and their Spillover Effects: A Focus on Gucci. 2023 American Marketing Association (AMA) SUMMER Conference, 4th-6th August, San Francisco. USA.
  • 2022 McGoldrick, P. and Sun, J. (2022). Drivers and Drawbacks of Home Beauty Services: Hedonic or Utilitarian? 28th European Institute for Retailing and Services Studies (EIRASS) Conference, 12th-15th July, Baveno, Italy.
  • 2021 Sun, J. and McGoldrick, P. (2021). On-Demand Beauty Services:  A Challenge to Salon Based Services? 27th EIRASS Conference, 6th-9th July, (Conducted online)
  • 2019 Sun, J. and McGoldrick, P. (2019). When Beauty Comes to Your Home: Profiling the On-Demand Beauty Consumer.  2019 American Marketing Association (AMA) SUMMER Conference, 9th-11th August, Chicago. USA.

Associate Fellow of the Higher Education Academy (AFHEA) – Recognition reference: PR181909 (Starting at 06/03/2020)

Our faculty

Dilek Celik

Lecturer and Research Lead

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Dr Ning Tse

Programme Leader

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Dr Jawdat Al-Tarawneh

Business Lecturer and Module Leader for LD9718 Research Methods and Analytics for Business Practice

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Ian Lebeau

Pre-sessional Programme Leader

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Nitsa J Herzog

Programme Leader

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Dr. Janakan Sothinathan

Senior Lecturer in Business Management

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Timea Kadar

MSc Digital Marketing Programme Leader

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Rejwan Bin Sulaiman

Lecturer and Module Leader

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Dr Chidera Christian Ugwuanyi

Business Lecturer

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Baba Shaheer Gutappa

Lecturer

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Dr Sandy Hassan

Lecturer and Programme Leader

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Assist. Prof. Dr. Abdulrahman Salih

Assistant Professor in Cyber Security/AI

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Olugbenga Akintola, PhD

Lecturer of Business and Law

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Dr Zhewen Tang

Program Leader for MA Luxury Brand Management

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Richard Chamberlain

English Lecturer and Module Leader for LD7080 Academic Language Skills

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Elena Volodenko

Associate Dean, English for Academic Purposes

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Dr Guy Brown

Director of the Northumbria University London Campus

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Prof Hamid Jahankhani

MSc Cyber Security Programme Leader

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Dr. Usman Butt

Associate Dean and Head of Department Computing

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Dr Imad Nawaz

Associate Dean (Post Graduate Business Programmes)

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Dr. Mojdeh Mehrganrad

Graduate Certificate Pre-Masters Business and BA Business (top-up) Programme Leader

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Phil Thomas

MSc Project Management Programme Leader

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Dr Zana Grigaliuniene

BA (Hons) International Banking and Finance (Top-Up) Programme Leader

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Hemalatha Raj

Academic Community of Excellence (ACE) Computing Lecturer

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Matthew Fletcher

Academic Community of Excellence (ACE) Lecturer

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Jo Dennison

Head of Academic Community of Excellence (ACE)

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Dr Elizabeth Achinewhu-Nworgu

Module Leader for Human Resource Management

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Dr Haider al-Khateeb

Cyber Security Lecturer

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Dr. Abdul Ali

Operations and Supply Chain Management Lecturer

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Dr Gordon Bowen

Business and Marketing Lecturer

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Dr Aliar Hossain

Deputy Associate Dean and HoD Advance Practice NUL

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Dr Rose CW FONG

Deputy Associate Dean and HoD Computing Department

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Fin Garvey

Project Management Lecturer

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