Marketing
The Marketing team is a collection of academics and practitioners, experienced in a wide range of different areas of marketing both from theoretical and practical perspectives. Please feel free to browse our profiles and contact any one of us with comments or questions about what we do.
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Our Research
Marketing at the University of Southampton is underpinned by what we have coined the new ‘DNA of Marketing ©’. This new DNA takes real cognisance of changes in the marketing environment and the ubiquitous role of technology in marketing.
Our research and teaching, underpinned in the new ‘DNA of Marketing ©’, have moved away from the traditional 4Ps and branding approaches of marketing. Instead, we focus on new areas at the leading edge of marketing in the organisations of today and tomorrow; areas such as customer insight, customer experience management (CEM), marketing analytics, web analytics, and Web 2.0 marketing. These are areas which are driving marketing practice, but are notably absent in marketing theory and education. We are trying to rectify that.
In the Marketing team we regard our teaching and research activities as a totally integrated package. It is our view that marketing theory, as delivered in courses throughout higher education, has failed to keep pace with these developments and the curriculum needs to be radically overhauled. Given the School's well known expertise in Management Science combined with the fact that our postgraduate marketing programmes are considered world class, we are currently making the most of the opportunity to develop innovative approaches and content in both our teaching and research. Specific to teaching, we offer two postgraduate programmes; MSc Marketing Management and MSc Marketing Analytics. We also offer a range of executive education courses under the umbrella of ‘Managing the DNA of Marketing’.
New Research
For a fuller account of what research is currently underway in the Marketing team, please see our individual staff profiles. A brief synopsis of our activities would highlight our attendance at international conferences, such as the Academy of Marketing, and our publications in renowned marketing and management journals. In line with our mission to bridge the gap between theory and practice, we also maintain a strong presence at practitioner conferences, such as the annual Technology for Marketing and Advertising (TFM&A) and Internet World exhibitions in London. Other events at which we maintain presences are Web Analytics Wednesdays and Chinwag. Currently, research projects investigating CEM, marketing analytics and metrics, web analytics and the role of social media in marketing are underway.
Students
As a team, we place a strong emphasis on integrating our MSc and PhD students into the Marketing Research Group. We view the PhD process as a stepping-stone in an academic career, and welcome keen interest from applicants that is capable of being channelled into any of the areas in the new ‘DNA of Marketing ©’. We look for the following characteristics in prospective PhD students:
- An ability to critically analyse current marketing theory;
- An ability to link marketing theory and practice;
- An ability to play a pro-active role in our research team;
- Commitment and self-motivation
- Excellent time management and communication skills
Ultimately, we want people with an ability to contribute not to traditional marketing theory, but to the new ‘DNA of Marketing ©’. If you would like to join our team, please look at our individual profiles and contact which one of us best matches your own research interests. Your application should emphasise how your work will fit with and build upon the research we are carrying out here at Southampton.
