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Publications

(2017)

(1996)

Professional Activities

Invited speaker

4/2/2025

Speaker

4/7/2024

Interviewee

18/6/2024

Visiting lecturer

1/4/2024

Organiser

8/2/2023

Visiting lecturer

2023

Projects

Fisher, Michelle (Principal Investigator) Kim, Hyoje (Co-investigator) McKee, Elizabeth (Co-investigator)

SBS Teaching and Learning Funded Project: This project embeds a global business simulation into a third-year undergraduate marketing module [Strategic Marketing in an International Context], enabling students to apply strategic decision-making in a realistic, team-based environment. Working in groups of 4–5, students are assigned fictional companies and tasked with making six pivotal decisions to launch their brand in a global market. These include product selection, SMART objectives, market choice, entry strategy, budgeting, and contingency planning. The decisions are fed into a digital simulation platform that models market dynamics and provides feedback on performance. The project draws on Scholarship of Teaching and Learning (SoTL) principles by integrating experiential learning, gamification, and reflective practice. It aims to enhance student engagement, strategic thinking, and employability by mirroring real-world marketing challenges. The simulation ran over 10 weeks (20 Jan – 31 Mar 2026), with evaluation through surveys, group reflections, and performance analytics.

05-Jan-2026 - 31-Jan-2026

Harker, Michael John (Principal Investigator) Fisher, Michelle (Co-investigator) Paddison, Andrew (Co-investigator) McAlinden, Thomas (Co-investigator) Lavertu, Laura (Co-investigator) Mendes, Anthea (Co-investigator) Black, Iain (Co-investigator) Johnstone, Jane (Co-investigator) Roman-Kamphaus, Urszula (Co-investigator)

This is the teaching case writing club within the Business School producing material in support of pedagogic efforts that integrates UNSDGs.

16-Jan-2024

Fisher, Michelle (Principal Investigator) Harker, Michael John (Co-investigator) McKee, Elizabeth (Co-investigator)

01-Jan-2023 - 30-Jan-2024

Harker, Michael John (Principal Investigator) Fisher, Michelle (Co-investigator) McNally, Lorna (Co-investigator)

A pervasive and unhelpful issue across much research into educational provision in the HE sector is the persistence of antiquated and simplistic conceptions of scope, scale and structure of university departments last accurate decades ago. A fairly standardised [and homogeneous] academic group supported by an administrator or two, delivering one or two programmes to a relatively small number of [homogeneous] students. Decisions made on that basis are at best ineffective, and at worst damaging. It is an obsolete view of the HE sector as a cottage industry, rather than as the industrialised mass production that in reality exists. Given the scale and complexity of marketing programmes with huge classes and complex class portfolios, they are very far away from this outdated conception. To maintain and improve quality of delivery, marketing teaching groups need to know more about how to usefully incorporate the skills and resources provided by colleagues outside their own structures, but within those of their institution. Equally, colleagues in those roles would benefit from insight into the how/what/why of marketing teacher imperatives, in order that they may educate and provide to them means and methods to improve quality and efficiency. Help is available, but we – academic staff and students - aren’t making as much of it as we could. This project – allowed by the unique nature of these grants – would begin to rectify that and allow better directed and sustained attempts at improving delivery by organisation and technology.

01-Jan-2023 - 04-Jan-2024

Kim, Hyoje (Principal Investigator) Fisher, Michelle (Researcher)

An investigation into the impact of food date labeling practice on retail and household food waste.
Co-op have a key strategic driver to reduce food waste and began a campaign to amend food labeling in their dairy section (April 2021), it was with this insight that the project was developed - rolling out the amendments to labels to reduce food waste at retail and consumer levels.

13-Jan-2023