Skip to main content

Staff Profile

Dr Qionglei Yu

Reader in Marketing

  • Email: qionglei.yu@ncl.ac.uk
  • Address: NUBS 8.06, Newcastle University Business School, 5 Barrack Road, Newcastle Upon Tyne , NE1 4SE
Background

Profile

Reader in Marketing


Qionglei's research interests initially cover applying marketing philosophy and practices within organisations and the tourism sector. Her utmost research interest lies in exploring the impact of technology in consumer psychology, social interaction and community well-being. She has published dozens of research papers and conference proceedings on various topics, including European Journal of Marketing, International Marketing Review, Journal of Business Research, Technological Forecasting and Social Change, Annals of Tourism Research, Tourism Management, Tourism Management Perspectives and many others. Apart from academic research, Qionglei also has years of experience in industrial consultancy, e.g. China Mobile, China Zheshang Insurance, China Tea Research Institute, Zhejiang China Commodities City Group Co., and Zhejiang Haining China Leather City. etc.

Roles and responsibilities


Director of Accreditation


Qualifications and certificate

Ph.D. on scholarship pass with minor corrections titled: “Investigating Internal Market Orientation and Organisational Performance in China” (University of Sheffield, UK)

Senior Fellow of the Higher Education Academy, UK

Postgraduate Certificate in Academic Practice Fellowship of the Higher Education Academy, UK.

Associate Professor Qualification of Higher Education Academy in Management (National Human Resources and Social Security Bureau), China

MBA case teaching qualification, Case teaching and writing workshop (National MBA Education Supervisory Committee), China

Fellow of Higher Education Academy in Management (Higher Education Academy, China)

Master of Business Administration (University of Hull, UK)

Previous positions

Kent Business School, University of Kent

Canterbury Christ Church Business School, Canterbury Christ Church University

School of Business Administration, Zhejiang Gongshang University, China. 



Research

Current work

  • Technology and society: how technology influences human emotions and social interaction. Project website: https://www.acart.org.uk/connect-programme
  • Customer service encounter preferences: Technology and Loneliness
  • Apply marketing internally: Internal market orientation and employee well-being and productivity

Main expertise

  • Digital transformation, marketing and consumer behaviour
  • Tourism marketing
  • Employee management and organisational performance

Research groups

Member of Marketing: Consumers, Communications and Services

External member of the Centre for Consumers and Sustainable Consumption, Durham University Business School


Completed and current PhD supervision areas:

Internal market orientation;

Tourism Marketing;

Technology and consumer behaviour in the service sector; 

PhD candidates are welcome to join the team if they share similar research interests.

Media appearance

The Academic, title "The impact of multiple identities in tourism decision-making, Can post-pandemic tourism's revival withstand global challenges, as social identities shape travel decisions, invoking intricate emotions and ambivalence?"

https://theacademic.com/multiple-identities-in-tourism-decision-making/. 

Faculti interview, title “Internal market orientation, interdepartmental relationships and market performance: the pivotal role of employee satisfaction”

https://faculti.net/internal-market-orientation-interdepartmental-relationships-and-market-performance/

TRT World Roundtable interview, title “Comparison Culture: Is it damaging our health?” 

https://www.youtube.com/watch?v=98rU6rodT7E  



Teaching

I have abundant teaching experiences in undergraduate, postgraduate teaching and research, and MBA.

Previous module leader for a series of modules:


  • Principles in Marketing,
  • Strategic Brand Management,
  • Consumer Behaviour,
  • Buyer Decision Making,
  • International Marketing, 
  • Strategic Marketing Management,
  • Contemporary Trends in Marketing,
  • Dissertation in Marketing.


Current module leader for

  • Contemporary Trends in Marketing,



Publications