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Kathy-Ann Fletcher
Lecturer in Marketing in the Division of Accounting, Business and Management at Abertay University since December 2018. Research interests include consumer behaviour, consumerism, social/digital media, brand communities and brand relationships.
I teach in the area of Marketing including Customer Relationship Management, Strategic Marketing and Digital Marketing. Marketing is an area of passion for me that I stumbled on as an elective course at university and became the focus of my academic and professional pursuits upon graduation. I see teaching as a privilege and enjoy working with students to influence the next generation of marketers and hopefully transfer not only the knowledge and skills for the discipline and profession but also the enthusiasm for continuous academic and professional development. The ability to combine research-informed teaching with the practice of marketing in this setting is something that I find very important.
The range of opportunities to conduct in-depth investigations into my discipline and share the insights with students and colleagues was very appealing. Also, the diversity of the job description means that my days are filled with a range of teaching research, and academic citizenship responsibilities that I find rewarding. I have always wanted to investigate more into every interest I had, and the academic world allows me to do that within the discipline of marketing.
University education is important in providing a theoretical foundation for students within their disciplines but also giving them opportunities to apply this practically in class and placement settings. This mix of theory and practice opens the minds of students to the opportunities available for them while helping them develop the critical and high order thinking skills necessary to navigate the world not only as professionals in a job or career but citizens in their communities. I believe university not only teaches you skills and knowledge but lays that foundation for lifelong learning that drives people to grow professionally and personally.
My research interests include consumer behaviour and digital community. I am concerned with the effects of engagement in digital brand spaces on consumer decision-making and the construction of their sense of self. Currently, I am working on a study with a colleague in my division focused on the influence of sustainable online communities on eco-related consumer decision. I am also working with colleagues externally on studies related to the impact of Covid-19 on luxury fashion consumption and digital media's influence on SMEs in the Caribbean.
I am proud of the networks I have built with my colleagues here at Abertay and beyond. I believe we achieve so much more with a collaborative approach.
