Research in the Department of Marketing

Within the Department of Marketing at the University of Birmingham, there is a vibrant mix of young and established researchers, all driven by real questions that face business and society. Research in the department is organised into four key groups, with each group focused around specific themes.

Research groups

Culture

Group lead: Christina Goulding, Professor in Marketing 

Members of the Culture Research Group are interested in a range of topics drawing from the broader, diverse field of the arts. Specific research areas include heritage, issues of culture and authenticity, art and artists as brands, the production and consumption of art, film production and reception, film distribution and exhibition, social responsibility in arts marketing, television, dark tourism, embodiment, visual arts and the market, the production and consumption of place, space and time, myth and the marketplace, festivals, the intersection of arts and technology, how emerging artists use new technology and sub-cultural and non-mainstream consumption.

LEARN MORE ABOUT THE CULTURE RESEARCH GROUP

culture

Digital Research in Marketing

Group lead: David Houghton, Senior Lecturer in Marketing 

The Digital Research in Marketing group prides itself on the development and contribution of knowledge to both academia and industry, domestically and internationally. With a focus on digital technology, we cover a wide range of topics that investigate the interaction of individuals and groups, and their consumption practices, as well as the use of technology in business markets. 

LEARN MORE ABOUT THE DIGITAL RESEARCH IN MARKETING GROUP

digital-marketing

 

Relationships and Networks - Entrepreneurship

The Relationships and Networks Research Group conducts work which investigates the relational interfaces both within the company itself and between the company and various external stakeholders. 

It examines these relationships in multiple contexts, including product, services, multinational companies, SMEs, entrepreneurs, and in various industries such as sport, tourism, healthcare, sustainable energy. Specific areas of interest include unethical practices,the utilization of technology and the roles and processes of relationships and networks. We aim to encourage ethical and responsible business through the examination of deviant behavior at the customer, employee and organization level and through UK/EU competition authority investigations of marketing.

LEARN MORE ABOUT THE RELATIONSHIPS AND NETWORKS RESEARCH GROUP

networks

Responsible Marketing

Group lead: Michael Saren, Professor of Marketing

The Responsible Marketing Research Group aims to lead the academic development of knowledge of the subject, to contribute to the learning curriculum and reach out to those interested in improving marketing practices and standards. Research by members of the team covers areas of employee attitudes to responsibility, managerial and B2B ethics, responsible marketing and technology, consumer responsibility, marketing sustainability, base of the pyramid (BoP) marketing, market access and diversity, corporate social responsibility (CSR), marketing’s contribution to social and environmental elements of the ‘triple bottom line’ and  responsible marketing education.

LEARN MORE ABOUT THE RESPONSIBLE MARKETING RESEARCH GROUP

responsible-marketing

More about the Department of Marketing