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Staff Profile

Dr Hao Du

Lecturer in Marketing

Background

I hold a Ph.D. in marketing from Newcastle University Business School, which was awarded in February 2022. The research topic covered the fields of consumer behaviour and patient engagement with online sexual health platforms.

Before the PhD, I completed my master's in MSc Project Management and passed the QA Level-3 course on PRINCE 2 Foundation and Practitioner for Project Management in 2016. My experience has developed industry-based applied skills, appropriate techniques, and knowledge in project management. My other master's is in MSc International Human Resource Management (2015), which has established my knowledge of practical strategies and models for decision-making in operational leadership.


Roles and Responsibilities

Lecturer in Marketing

Deputy DPD NN52 - BSc Honours Marketing and Management



Qualifications

Newcastle University Business School (2017-2021) PhD in Marketing.

Royal Holloway University of London (2015 – 2016) MSc Project Management, Passed with Merit.

Royal Holloway University of London (2014 – 2015) MSc International Human Resource Management.

Xi'an International Studies University (2010 – 2014) The Chinese linguistics and literature, GPA: 3.8.


Research

Research Interests


Health Marketing

Digital Marketing

Online Health Community 

Consumer Engagement 

Equality, Diversity, Inclusivity


Publications

Filier, R, Acikgoz, F; Du, H (2023) “Electronic Word-Of-Mouth from Video Bloggers: The Role of Content Quality and Source Homophily Across Hedonic and Utilitarian Products”. Journal of Business Research.

Teaching

I teach marketing-related topics to undergraduate and postgraduate students and supervise dissertation projects.

  • MKT3095- Cultural Heritage Marketing
  • MKT3006- Global Advertising and Brand Promotion
  • MKT3014- New Product and Service Development
  • NBS8639- Social Media Marketing
Publications