Marketing Subject Group
Marketing is an ever-changing and dynamic field. We are committed to pushing the boundaries of knowledge in the marketing discipline. This is critical if businesses and other organisations are to grow and succeed.
About our subject group
We aim to help businesses and organisations grow by identifying solutions to problems and challenges through our multidisciplinary research and diverse approaches.
Our work covers four primary themes:
Digital Marketing and Marketing Analytics
We focus on digital channels and devices used for marketing and the use of data to inform marketing decisions.
Consumer Behaviour
We study consumer preferences, decisions, and actions in selecting, purchasing, using, and disposing of products and services.
Services Marketing
We specialise in the marketing of intangible economic activities that typically involve face-to-face interaction. This includes professional services, tourism and hospitality, healthcare, finance, telecoms, and trade services.
Marketing, Health, and Sustainability
We apply our marketing expertise to improve the health and wellbeing of our society, fairness, and the environmental and economic sustainability of our planet.
Our work addresses real-world challenges. It supports the advancement of marketing practices that drive societal, environmental, and economic progress. Our research helps to shape marketing’s role in creating a more equitable and sustainable world.
Our community
The Marketing subject group is a dynamic and vibrant community of approximately 30 faculty members. Our members are from more than 15 countries and include eight renowned professors.
Our work integrates insights from related fields and draws on the expertise of marketing professionals and interdisciplinary collaborations where relevant. This makes sure that our work:
- aligns with global marketing practices
- addresses pressing societal challenges
Our community also includes a diverse group of over 50 international PhD students. Profiles of our PhD candidates can be found on the Marketing research page.
Degree programmes
We provide a comprehensive educational experience for all our learners. This ensures that students are well-prepared for the dynamic field of marketing. Our programmes integrate cutting-edge research, teaching, and practical applications. We enhance our students' employability to ensure they succeed.
We offer both undergraduate and postgraduate programmes. We also offer a PhD in Marketing, focusing on advanced, research-rich marketing concepts.
Our community also contributes to various modules across the wider University.
Many of our programmes are accredited. This ensures our curriculum meets the highest standards of marketing education and is constantly evolving. It is testament to the robust learning experience we provide to our students to support their future.
PhD programme
Join our vibrant research community as a PhD student. Work with leading experts and contribute to the future of marketing.
Our PhD in Marketing offers an in-depth, research-based understanding of marketing concepts. We prepare our students for academic and professional leadership roles.
If you're interested in pursuing a PhD, we encourage you to look for potential supervisors from our group staff.
Research
Our research contributes to the growth and development of the marketing discipline. We push the boundaries of marketing theory and conceptualisation, and we engage with the business community to develop and implement leading marketing practice.
Our research is regularly published in leading journals such as the Journal of Marketing and other top-tier journals in marketing and business.
We address critical global challenges, such as:
- sustainability
- health
- digital transformation
This contributes to a better understanding of how marketing can drive positive change across sectors.
Research from our subject group has had a measurable impact on a wide range of sectors, including:
- agriculture
- services
- charities
- the public sector
Our staff:
- play leadership roles in national and international research
- organise numerous conferences
- edit journals
- review research grant proposals from across the globe
Recent examples of research projects include:
Fair Water
This £3.8 million project, funded by Northumbrian Water and Northern Gas Networks, aims to test and develop more effective and sustainable water and energy solutions for people’s homes. This includes those on low-incomes, the elderly and vulnerable individuals. We aim to find tailored solutions to reducing carbon through energy and water efficiency. Marketing staff: Professor Diana Gregory-Smith.
EU4Advice
This Horizon Europe-funded project seeks to strengthen short food supply chains. It uses participatory methods to improve training and support, and to enhance business models. Newcastle University is a partner in the five-year project. Marketing staff: Professor Matthew Gorton.
Understanding Plastics Consumption in the Gulf
This project aims to model and analyse the drivers of plastics consumption in Kuwait and across the Gulf countries. This will provide a unique insight into cultural perceptions of plastics consumption across the Gulf. Marketing staff: Professor Stuart Barnes.
Research collaboration and engagement
We actively engage with the business community, aiming to develop and implement leading-edge marketing practice.
We have a wide network of research partners and we have worked with collaborators across six continents. We're committed to pushing the boundaries of knowledge in the marketing discipline, which is critical if businesses and other organisations are to grow and succeed. Our research contributes to a better understanding of the concepts and theory of marketing. Our staff organise conferences, edit journals, and review international research grant proposals.
Our partnerships bridge the gap between theory and practice. They ensure that our research addresses the most pressing challenges facing businesses and society. By collaborating with global organisations, we help shape the future of marketing practice and policy.
Some of our recent engagements include:
Knowledge Transfer Partnership
An Innovate UK project focused on curating contemporary art in heritage with Vindolanda Charitable Trust. This work is in collaboration with the School of Arts and Cultures. Marketing staff: Professor Natalia Yannopoulou.
NICRE
We are part of a £3.8m grant to establish the National Innovation Centre for Rural Enterprise. The centre seeks to foster an enterprising countryside. It undertakes research, innovation, and policy exchange activities. Its research includes both qualitative and quantitative research. Recent studies include work on the sustainability of community spaces and the adoption of e-cargo bike delivery services. Marketing staff: Professor Matthew Gorton.
Research events
Our ongoing seminar series and conferences push the boundaries of marketing research. We host a mixture of renowned external speakers and our own researchers. We also have staff and student development events across our whole group. Research seminars and events are open to all university staff and students. Please note, you may need to register or book a place to attend an event.
- upcoming events
- previous marketing research events
Staff
Our academic staff are leaders in the marketing discipline. They shape global practices through their innovative research and industry expertise. They mentor the next generation of marketing professionals and researchers.
Our current subject group head is Professor Stuart Barnes. He is rated in Stanford University’s top 2% of World-Leading Scientists.