|Job Title||Senior Lecturer in Marketing, Retail and Strategy|
|Organisation||Manchester Metropolitan University Business School|
|Member Since||10 Jan 2008|
|Areas of Expertise||B2B Marketing, Community Management, Strategy and Planning, Web Project Management|
Having completed more than ten years in the practitioner marketing arena (at both corporate and brand level), in diverse industries from environmental and high technology to publishing services, Catherine has direct experience of strategic implementation of the full marketing mix in targeting and developing business and consumer markets, both in the UK and internationally. In her business career, she has been commercially responsible for developing international strategic marketing plans and leading key projects including: Market research (UK and international projects); PR (Corporate & product/service); Campaign and media planning; Customer loyalty programmes; Events management; Corporate branding; NPD & launch; Direct marketing; and, Web development.
This intense commercial experience has been augmented by a move into academia. In addition to teaching at Manchester Metropolitan University, Catherine has delivered programmes to undergraduates, post graduate students and practising managers at a number of other leading academic institutions (e.g. Leeds University Business School, Bradford University School of Management and Anglia Ruskin University in Cambridge). Taught courses have included: Services Marketing (MBA/MA); Business Marketing; Principles of Marketing (undergraduate and post graduate); Marketing Management and Strategy; Marketing Communications plus Consumer Psychology and Behaviour. Catherine has also taught the final year Analysis and Decision Making case study for the Chartered Institute of Marketing (CIM) Post Graduate Professional Diploma in Marketing. Currently, Catherine leads International and Global Marketing and Strategic Marketing programmes alonsgside supervising undergraduate, Masters level and PhD research projects.
Having previously researched commercially, Catherine now researches into e-business development, success and sustainability. Catherine's current project, funded by the Advanced Insitute for Management (AIM), is looking in-depth at the impact and strategic implications of social media adoption in the retail industry.
Catherine has co-authored a paper on 'e-SME retailing' which has won the Best Retail and Marketing Track Paper at the British Academy of Management Conference September (2009). A further paper on 'e-SME success drivers' also was shortlisted for best paper at the Institute for Small Business and Entrepreneurship ISBE conference (2010).
Catherine has recently co-written the e-learning module on Consumer Behaviour for the Foundation Degree in Retailing co-sponsored by HEFCE and Tesco Plc. Corporate clients include Tesco, Booths, Southern Co-op and ASDA (George). This framework is now being rolled out nationally to other further and higher education institutions.
Catherine also supervises on the MSc Digital Marketing developed in conjunction with Manchester Metropolitan University and E-consultancy.
Senior Lecturer in Marketing, Retail and Strategy at Manchester Metropolitan Univeristy Business School
Education and Qualifications
Catherine has a PhD in SME Fashion E-Retailing. The core aspects of her PhD included looking in depth at success, organizational development and continuity/sustainability strategies for SME fashion retailers operating both pure-play and clicks-and-mortar niche market ventures. Catherine also has achieved a BA (Hons) in Business and Marketing and a Masters (Dist.) in Marketing Management, which focuses on the magazines industry and explores the implications of e-publishing (success or sabotage) for traditional print-based media enterprises. She has also gained a Masters in Research, which explores the potential routes for developing sustainable e-retail, for both clicks & mortar and pure play organisations, in the SME fashion lingerie sector.