Dr Amy Ward PhD, AFHEA, MSc, BSc

• PhD in Marketing, Manchester Metropolitan University, 2025
• AFHEA, Manchester Metropolitan University, 2022
• MSc in Marketing (Pass with Distinction), University of Liverpool, 2019
• BSc in Psychology (First Class Honours), Bangor University, 2017

Amy joined Birmingham Business School in the summer of 2025. She holds a PhD in Marketing (2025) from Manchester Metropolitan University, an MSc in Marketing (2019) from University of Liverpool and a BSc in Psychology (2017) from Bangor University. While in the latter stages of her doctoral research, she also worked full-time as a Lecturer in Marketing within the Department of Marketing, International Business and Tourism (MIBT) at Manchester Metropolitan University. She has co-authored an article published in Sociology (in print 2025) and is currently working on publishing findings from her PhD. She has experience of teaching modules at both undergraduate and postgraduate level and has obtained Associate Fellow status of Advance HE.

• Consumer Behaviour (UG) – starting September 2025/26
• UG and PG dissertation supervision - starting September 2025/26
• Introduction to Marketing and Communications 

Amy adopts an interpretive approach to understand and explore consumer behaviour. Her research interests largely revolve around liquid (versus solid) consumption, the self (identity) and the circular economy. Her research specifically explores whether renting, as an access-based mode of consumption, contributes towards a consumer’s self-concept, and, if so, how. In doing so, her research has implications for theory, practice, and policy. She has worked on numerous projects beyond her doctoral research - carried out by colleagues at MMU, involving the collection and analysis of qualitative data.