Heather Skinner
Leader: Postgraduate Programmes (Business School) | Principal Lecturer in Learning, Teaching and Assessment (CELT)Business School
CELT
Pontypridd
CF37 1DL
UK
Tel 2820 (GBS) or 2792 (CELT)
Room: H115 (BUS) | J275 (CELT)
Qualifications
MSc Marketing
Chartered Institute of Marketing Postgraduate Diploma
About
Heather’s subject specialism is in the marketing of services – with a focus on the public and non-profit sectors, and leisure and tourism issues – particularly the marketing of places.
In August 2008 Heather was appointed as leader of the Business School’s Postgraduate Programmes, a role she is undertaking three days each week.
The remaining two days are spent in CELT where she is on secondment as a Principal Lecturer in Learning, Teaching and Assessment.
Duties & Responsibilities
Working with the Head of Programmes, Head of Business Development and External Relations, and faculty colleagues to co-ordinate the Business School’s cluster of postgraduate programmes and lead their development.
Her role in CELT is to promote the development of excellent pedagogy, including curricula, assessment and feedback that is efficient, effective and consistent across the University.
Experience
Heather joined the University in 1998 as a part-time lecturer, joining the full-time teaching staff of the Glamorgan Business School in 2001 as a senior lecturer in marketing teaching on a wide range of undergraduate, postgraduate and professional programmes both on and off campus, including undertaking the roles of:
- Postgraduate Dissertation Co-ordinator (2005-2007)
- MSc Marketing scheme leader (2002-2004).
- MSc Marketing award tutor (2001-2004).
Research
Current research interests are in place marketing, in particular the representation of national identity into national brand.
Prize-winning research
Skinner, H. (2008) “The emergence and development of Place Marketing’s confused identity”, proceedings of the Academy of Marketing Conference, Aberdeen, 2008
(Awarded Best Paper in Conference)
(Awarded Best Paper in Track – Reflective Marketing)
Enos, H., Cullinane, J., and Skinner, H., (2002) “Emotional labour and the role of external and internal marketing”, AM2002, 0-85358-114-2
(Awarded Best Paper in Track – Services Marketing)
Skinner, H., and Stephens, P. (2001) “Speaking the Same Language: An exploratory study into the relevance of Neuro-Linguistic Programming to effective Marketing Communications”, 6th International Conference on Corporate and Marketing Communications, Queen’s University Belfast, 0-85389-789-0
(Awarded Best Paper in Conference)
Selected Publications
Heather has 22 papers published in peer reviewed journals, she has authored three book chapters, and has presented 32 refereed conference, including 2 awards for Best Paper in Conference; and 2 awards for Best Paper in Track. Her publications reflect the four main themes of her research:
Place Marketing
- 10 published journal papers (see below)
- 11 conference papers
Croft R, Hartland T and Skinner H (2008). And did those feet? Getting medieval England on-message. Journal of Communication Management, 12 (4), pp294-304
Skinner H (2008). The emergence and development of place marketing’s confused identity. Journal of Marketing Management, 24 (9/10), pp915-928
Skinner, H., Kubacki, K., Moss, G. and Chelly, D., (2008) “International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe”, pending publication in the Journal of East European Management Studies, 13(3), pp193-215
Skinner, H. and Kubacki, K. (2007) “Unravelling the complex relationship between nationhood, national and cultural identity, and place branding”, Place Branding and Public Diplomacy, 3(4), pp. 305-316
Byrne, P. and Skinner, H. (2007) “International business tourism: Destination Dublin or Destination Ireland?”, Journal of Travel and Tourism Marketing, 22(3/4), pp. 55-65
Gould, M. and Skinner, H. (2007) “Branding on Ambiguity? Place branding without a national identity: marketing Northern Ireland as a post conflict society in the USA” Place Branding and Public Diplomacy, 3(1), pp100-113
Kubacki K, Skinner H, Parfitt S and Moss G (2007). Comparing nightclub customers’ preferences in existing and emerging markets, International Journal of Hospitality Management, 26(4), pp957-973 (doi – 10.1016/j.ijhm.2006.12.002)
Kubacki, K. and Skinner, H. (2006) “Poland: exploring the relationship between national brand and national culture”, Journal of Brand Management, 13(4), pp.284-299
Skinner, H. (2005) “Wish you were here? Some problems associated with integrating marketing communications when promoting place brands”, Place Branding, 1(3), pp.299-315
Skinner, H. and Croft, R. (2004) “Creating the Cool: Exploring the concept of national branding”, International Journal of Applied Marketing, 3(2); pp3-21
Services, Sports and Non-profit Marketing
- 10 published journal papers
- 8 conference papers
Marketing Communications
- 1 published journal paper
- 3 conference papers
Education
- 1 published journal paper
- 10 conference papers
Professional Memberships
- Member of the Academy of Marketing
- Fellow of the Higher Education Academy
- Fellow of the Institute of Place Management
External representation
- External examiner – Edinburgh Napier University
- External examiner – University of Plymouth
- Visiting lecturer – Duale Hochschule Baden Württemberg: Stuttgart
- Academic Consultant to ESCalate – the Education Subject Centre of the Higher Education Academy
- Regular contributor to television, radio and press on marketing topics
Consultancy
Previous consultancy experience includes marketing research, direct marketing and preparation of funding applications for not-for-profit arts organisations.
2009 Marketing training for the tourism industry in South East Wales
2009 Consultancy for Regional Development Strategic Marketing Strategy for a County Council in Wales
2007-2009 Marketing training for managers in the public sector for a County Council in Wales
2006 Introductory Training in NLP for a non-profit organisation
2005 Consultation on Marketing Communications Strategy for a Communities
First project in Neath/Port Talbot.
2004 Event Management Seminar, Tampere Polytechnic, Finland
2004 Management and market development training for a South East Wales
Association for Voluntary Organisations
2003 Design, delivery and assessment of market research training for a Communities First project in Rhondda Cynon Taff
2003 Community needs audit for Communities First project in Rhondda Cynon Taff
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