Teaching Interests

I teach two modules on the MSc Brand Leadership programme. ‘Brand now' gives students an up-to-the-minute overview of brand practice, and ‘Brands in action' takes them through a team project with real clients tackling a real brand issue. Both modules draw heavily on my professional experience, which I've codified into a set of practice-based theoretical models.

Each summer, I teach my ‘Brand now’ module as an option for our MBA students, and I enjoy showing them how central brand now is in business thinking. I also contribute a class each year to the undergraduate marketing programme.

I helped UEA get into digital teaching, by creating its first MOOC (massive open online course), using the FutureLearn platform. The course, The Secret Power of Brands, has now reached 100,000 learners, giving UEA an unprecedented presence in the world. Using that experience, I’ve now put all the content for my two MSc modules online, freeing up classroom time for project work. This ‘flipped classroom’ approach helps students to assimilate my content, and to take part confidently in classroom discussions.

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