Elizabeth has extensive experience in lecturing at under- and post-graduate levels within the field of marketing and research methodology. Both her masters’ qualification and her PhD are in marketing-related subjects and her research experience is both academic and practitioner-based, again within the marketing field. A background and experience in marketing management and communications within such sectors and organisations as Sony Manufacturing, BP Chemicals, the IT industry, the Diplomatic Service and the Welsh Development Agency have informed her teaching and research.

Elizabeth’s doctoral research deals with the child consumer and the way in which they express self-concept through the consumption of brands. She is currently conducting research into marketing of self through body modification, identity transformation, meaningful journeys, spiritual consumerism, thanatourism and travel as a rite of passage. Lizzie has a passion for highly qualitative research - specifically autoethnography and the contribution that personal story-telling can make to business and management and other disciplines.

Elizabeth supervises and examines PhDs and DBAs within the business and marketing field and those with an interpretivist methodology. Lizzie is the first person at USW to be recognised for doctoral supervisory expertise and experience through the UK Council for Graduate Education Supervisory Recognition scheme.  She actively participates in consultancy regarding the marketing of third-sector/not for profit organisations.

Research Specialism

• Identity Transformation
• Meaningful Journeys and Quest
• Doctoral research focus: Tweens’ Expression of Self-Concept through Symbolic Consumption of Brands
• Ethnographic/Autoethnographic/Narrative methodology/Storytelling

• Marketing to children
• Influences on brand loyalty in teenage consumers
• Perceptions of online dating profiles
• Marketing of Self
• Spiritual consumerism
• Storytelling/autoethnography as a methodology
• Projection of self-concept through tattoos
• Travel-related consumer behaviour in young people
• Consumption of music in children
• Consumption symbolism and expression of self-concept in teens
• Marketing communications
• B2B exhibitions
• Teaching and learning practice

Cranfield School of Management (2023 - present) External Examiner:

Organisational Behaviour for Leaders/People Management and 

Leadership/Leading Change

University of Ulster (2022 - present) External Examiner BSc Marketing

Reviewer for the Journal of Research in Marketing and Entrepreneurship

Reviewer for the Journal of International Marketing

Reviewer for Sustainability Journal

Reviewer for the Journal of Qualitative Market Research

Tutor at IPAG Business School, Nice

Tutor at Duale Hochschule Baden-Württemberg

University of Cumbria (2012 - 2016) External Examiner MSc Management/MBA

University of Chester (2011 - 2015) External Examiner BA PR/BA Marketing

Loughborough University (2008 - 2012) External Examiner MSc Marketing/MBA

• Marketing of Higher Education
• International Marketing of Engineering Software Products through Dealer Networks
• Customer Relationship Management in the UK IT industry
• Third sector marketing

Fellow of the Higher Education Academy
Member of the George Ewart Evans Centre for Storytelling

Main Teaching Areas

• Doctoral Supervision
• Consumer Behaviour
• Strategic Marketing
• Autoethnography
• The Marketing of Self
• Storytelling in and for Business
• Research Methods for Doctoral Students
• Professional Practice for Doctoral Students

PhD Course Leader (Business)

Joint DBA Course Leader