Dr Kate Jones


I am a Senior Lecturer in Marketing and I lead modules on Marketing and Advertising Strategy and Digital Marketing for L6, L7 and MBA students. 

I have a wealth of experience in consumer and cultural insights, strategic brand development and innovation as well as leadership and business development. In academia, I seek to blend practitioner insights with academic knowledge to deliver immersive in-person and online learning experiences for students and professionals 

I have maintained strong links to professional marketing, and I believe in a consumer-first approach that delivers business as well as societal needs. In my academic research I focus on commercial challenges seen through the eyes (and minds) of humans, to deliver insights and solutions that advance theoretical understanding as well as managerial direction. This includes, but is not limited to FMCG, the metaverse and new technologies.

Academic responsibilities

Senior Lecturer in Marketing


  • PhD in Marketing
  • MRes
  • PGDip Marketing
  • BSc (hons) Food Science
  • Associate Fellow of the Higher Education Academy (AFHEA)

Teaching and learning


My primary research interest is in the domain of brands; related consumer behaviour, cultural influences and the impact of new technologies. Current projects include investigating cultural influences in FMCG settings and how brands can exist and develop in the metaverse. My research has been published in the Journal of Philanthropy and Marketing. 

I have reviewed manuscripts for the Journal of Philanthropy and Marketing (formerly International Journal of Non-Profit and Voluntary Sector Marketing). 

I co-secured an external research grant (£4215) from the Academy of Marketing in 2023 for a project titled ‘Brand Love in the Metaverse'. 

Areas of specialism

  • Consumer behaviour
  • Cultural influences
  • Emerging digital technologies


Number of items: 3.


Konstantinou, Iro and Jones, Kate (2022) Investigating Gen Z attitudes to charitable giving and donation behaviour : social media, peers and authenticity. Journal of Philanthropy and Marketing, 27(3), e1764. ISSN (online) 2691-1361

Conference or Workshop Item

Konstantinou, Iro and Jones, Kate (2022) A four step process to equip graduates with work ready skills and academic knowledge : being ‘book smart’ and ‘street smart’. In: 2022 LTSE Learning Teaching Student Experience Conference; 24-25 May 2022, Belfast, Northern Ireland.. (Unpublished)


Jones, Kate (2022) Store brands in hard discounters : the psychological processes underpinning consumer evaluation. (PhD thesis), Kingston University, .

This list was generated on Sat Apr 13 06:49:19 2024 BST.

Professional practice, knowledge exchange and impact

Prior to my academic career, I had more than 20 years of professional global marketing experience both client side and agency side, working predominantly in fast moving consumer goods (FMCG).

Leadership and management

I held director roles at WPP agencies in the brand consulting sector.