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Karen Wharton

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Senior Lecturer in Marketing Strategy and Innovation

I am an inclusive teaching practitioner with over twenty years work experience in marketing and brand management in the retail, education and consultancy sectors. Throughout this time, I managed marketing teams, enjoyed strategic and international remits,  with key experience in new product / brand launch and delivery of integrated marketing campaigns. My consultancy roles have focused on digital marketing and digital integration. I was appointed Senior Lecturer at the University of Sunderland in 2014 having commenced my teaching career with the Chartered Institute of Marketing and  Visiting Lecturer roles.

I am the Programme Leader for the Online MBA, and the MBA offered through our international partner network also Centre Leader for MDIS in Singapore.

From 2014 to 2016, I was the Knowledge Base Supervisor on a Knowledge Transfer Partnership (KTP) with a legal services organisation, involved in a project to introduce and embed a technical marketing strategy.  

I have developed and taught on a range of business and marketing modules, undergraduate and postgraduate. 

I am a Senior Fellow of the Higher Education Academy.

Teaching and supervision

My role has involved Programme Leadership and responsibility for development of programmes, particularly MBA provision including the Online MBA and the MBA delivered through our international partner network.

I am the Module Leader for the postgraduate module 'Marketing and Markets in a Digital World' and also teach Branding and Global Integrated Marketing Communications. 


My research interests in marketing relate to ‘value creation’ in organisations and the ‘customer experience journey’.

My research interests in teaching and learning relate to embedding ‘employability’ in the marketing and business curriculum. I am also involved in an action research project evaluating the integration of ‘critical thinking’ support mechanisms in the postgraduate programme curriculum.


Number of items: 3.


Rafferty, Victoria, Dixon-Dawson, John, Ren, Iris Li and Wharton, Karen (2021) An academic journey from disruption and discomfort to a digital curriculum by transforming professional disposition. Business Educator: Working Paper Series of the Centre for Management Learning and Business Education, 1. pp. 20-38.

Conference or Workshop Item

Wharton, Karen, Ward, Janet, Bhate, Seema and Hussain, V (2017) Mapping the customer journey in a professional services SME. In: The Academy of Marketing Conference, 2017, Hull. (Unpublished)

Barkas, Linda Anne, Wharton, Karen and Rafferty, Victoria (2016) Function or Purpose? The Chimera of Criticality in Marketing Pedagogy. In: Chartered Marketing Institute, July 2016, Northumbria University. (Unpublished)

This list was generated on Sun Nov 28 01:14:43 2021 GMT.
  • Marketing Strategy
  • Marketing Management
  • Branding
  • Integrated Marketing Communications
  • Digital Integration 
  • Value Creation
  • Senior Fellow Higher Education Academy (SFHEA)  
  • MA
  • PGCE
  • BA (Hons)
  • Institute of Digital Marketing: Certified Training (Lecturers)
  • Professional Diploma in Digital Marketing
  • Fellow member of the Chartered Management Institute

Last updated 16 November 2021

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