Dr Nadine Waehning
Programme Leader in Marketing and Programme Leader of MSc Global Marketing

Profile

Biography

I started working at the University of York in 2020 I am the Program Leader of MSc Global Marketing and Lecture in Marketing. I was a Program Director and Senior Lecturer at York St John University from 2014-2020 teaching at UG and PG. I hold a PhD from Hull University in the area of consumer behaviour (regional product purchase) and cultural differences. I ran my own business in international marketing consultancy during my PhD – Initio Marketing.

In 2017, I started to create a community for Marketers in York. This group includes anyone who is working in Marketing or sees themselves as a Marketer (practitioners, academics, students) or is working in any related discipline design, PR, any other communication channel and/or strategy. This group meets 4-6 times a year to organise CPD accredited events, networking and experience sharing events but also gets involved in further growing the mentoring program in and around York with the help of the CIM.

Career

Subject Group

• People, Operations and Marketing

Departmental roles

Programme Leader

• MSc Global Marketing (January cohort)

Research

Overview

My research expertise spans across a variety of both qualitative and quantitative studies. My PhD was looking into Consumer motives to purchase regional products: the relationship with regional cultural differences and demographic variables. My current area of research focuses on internationalisation enablers and challenges for micro-firms in the case of craft breweries.

I have developed a strong, and growing international research profile built on individual and team working with researchers from the UK and overseas (e.g. Finland, Pakistan.). My research is interdisciplinary bringing together marketing, entrepreneurship, regional studies and ecology to develop a greater understanding of consumer behaviour and marketing strategy.

Research interests / Scholarly Activity

• Consumer behaviour
• Cultural differences
• International marketing
• Marketing for SMEs (focus on micro-breweries)

Grants

I led and was the co-Investigator on multiple internal grants (totalling £15,312) e.g. Pump Prime Funding Applications; International Collaboration Fellowship.

As a research team we applied for Scottish Universities Insight Institute 2017 worth (£20,000) looking into Crafting Growth: Exploring emerging potential & challenges of extended collaboration for Scotland’s craft beer sector.

Supervision

I would welcome inquiries from potential research students working on International Marketing; Cultural Differences; Consumer Behaviour; Strategic Marketing; Marketing of SMEs.

Current supervision

• An Examination of Country-of-Origin Effect on Internationalisation of Palestinian Companies in the Light Manufacturing Sector. (Passed 2023)
• Analysing the social media communication for SMEs in the fashion retail industry: A case study of Bangladesh. (Passed 2022)

Publications

Full publications list

View in Google Scholar

Teaching

Undergraduate

• International Marketing Strategy - Module leader

Postgraduate

• Global Marketing
• Ethical Marketing and Sustainability
• Brand Management
• Dissertation - Supervisor
• Project Module – Module leader

External activities

Memberships

• Chartered Marketer - Chartered Institute of Marketing (CIM), May 2014
• PNP consultancy 2021: Offering Strategic Marketing advice to two local businesses.

Business engagement

• York Popup Business Advice Café 2015: Free advice given to local business from York and surrounding areas.
• Consultancy project 2014/15: My Knowledge Map– Software development project – total value £7,744.46 for the University; we conducted market research and organised, conducted and analysed a focus groups for further product development.
• Consultancy project 2014/15: ELZO – Event management company – total value £6,952.62 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with consultancy sessions.
• Consultancy project 2014/15: S12 – Music recording company – total value £7,148.61 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with a few consultancy sessions.
• Panel member 2014: SEED (Supporting Entrepreneurs, Explore & Develop) competition.
• Was part of the team to organise the PHD-Conference in Hull 2013.