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Marketing Subject Group

Find out more about the research and teaching activities taking place within our Marketing subject group

 

Our Marketing subject group is one of the largest academic marketing groups in Europe. Our undergraduate and postgraduate programmes are designed to produce professionals in business areas with increasing career opportunities, such as marketing, hospitality, and tourism. 

 

The Marketing subject group is part of the Portsmouth Business School, and sits within the University's Faculty of Business and Law.

Teaching

Staff within the subject group have extensive industry and academic experience in a range of fields – including digital marketing, analytics, advertising, branding, services marketing, hospitality, and public policy – so our students are taught by people with experience and contacts within the industry. 

The research that takes place within the subject group also informs our teaching, so our students are able to gain the most current and relevant knowledge, and develop an understanding of how their skills are applied in business.

We have excellent ties with local and global companies including Google, IBM and UBER. They often give guest lectures to our students, providing a practical viewpoint in the classroom and offer our students potential points of entry into the industry.

To find out more about the courses and programmes we teach, explore all our undergraduate and postgraduate degrees.

Research

Our Marketing research analyses existing and emerging business models and consumer segments, and covers advertising, branding, digital marketing, tourism marketing and related disciplines such as anthropology, economics, psychology and statistics. 

One of the main purposes of our research is to gain insights about consumer behaviour. Many of our research projects are conducted in collaboration with industry partners and applied to real business issues – so our expertise and insights can be used to help businesses better understand their customers, and tailor their products and services to target their markets.  

We apply a wide range of exploratory and confirmatory methods to our research – such as interviews, experiments, and structural equation modelings – and our work is regularly published in leading national and international journals within the field.

Areas of expertise

Explore the four areas of expertise within our Marketing research.

Advertising and Branding

Discover the research we're doing in advertising and branding – across topics such as ethics and sustainability, gender stereotypes, and brand attachment.

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Services marketing and tourism

Explore our work in cultural tourism, online reputation, revenue management, frontline service relationships, pricing and tourist behaviour.

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Marketing and Society

We're looking at macro trends influencing consumer decision-making – from sustainability to health – and the relationship between marketing and society.

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Explore our faculty

Explore the other Schools and subject groups that make up our Faculty of Business and Law.

Faculty of Business and Law

Explore our Schools within the Faculty of Business and Law, and discover our teaching and research activities.

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Discover Faculty

Accounting and Financial Management subject group

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Economics and Finance Subject Group

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Operations and Systems Management subject group

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Organisation Studies and Human Resource Management Subject Group

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Strategy Enterprise and Innovation Subject Group

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Hazel Gant Portrait

Mrs Hazel Gant

Head of Strategy, Marketing and Innovation

hazel.gant@port.ac.uk

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Contact us

To get in touch, please contact our Faculty office. 

+44 (0)23 9284 6970

bal-enquiries@port.ac.uk