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I am a Senior Lecturer in Marketing at LBSU Business School. I have a PhD in Marketing from the University of Birmingham, and a postgraduate degree in Hospitality and Tourism Management from the University of Strathclyde. I am currently supervising PhD projects on the topics surrounding entrepreneurship, marketing, and social entrepreneurship in emerging markets.
My research centres on the interface between entrepreneurship/marketing and how technology is utilised in SMEs to facilitate marketing strategy. My research explores entrepreneurial marketing activities and behaviours in the hospitality and tourism industry within the context of emerging markets. Furthermore, I am interested in start-up marketing in the technology industry, various go-to-market strategies, social media marketing and promotion activities used by entrepreneurs.
International Marketing (with internship) - MSc
Marketing with Digital BSc (Hons)
Postgraduate Research Supervision
|Mr Luu Thanh Tan Nguyen||Doctoral Research Project||PhD|
Awarded in the last 5 years
|Ms Asma Parvin||Investigation of Entrepreneurial Marketing Practices in Social Enterprises in the Context of Bangladesh||PhD|
University of Strathclyde
University of Birmingham
Key skills module
Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review
Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA-2022). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.
A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period
Nguyen, L.T.T., Bruce, M. and Luong, N. (2022). A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period. International Conference on Business and Finance. Ho Chi Minh City, Vietnam 27 - 28 Sep 2021 Labour Publishing House.
Entrepreneurship and marketing in the film industry
Kerrigan, F., Ngan, E. and Shannon, R. (2020). Entrepreneurship and marketing in the film industry. in: Fillis, I. and Telford, N. (ed.) Handbook of Entrepreneurship and Marketing Edward Elgar. pp. 305–319
An effectual approach to online social networking in entrepreneurial marketing: an empirical research from small hospitality firms
Luong, N. and Owusu-Barnaby, A. (2019). An effectual approach to online social networking in entrepreneurial marketing: an empirical research from small hospitality firms. The 52nd Academy of Marketing. London 04 - 06 Jul 2019