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Dr Marvyn Boatswain

Senior lecturer in Marketing & course director


I completed my Doctorate in Marketing at Kingston Business School, where I currently serve as a lecturer in marketing and as course director for Marketing & Advertising BSc (Hons) with business experience. My research interests are in areas related to brand positioning, place branding, consumer behaviour, decoy effect, and the impact of context on consumer brand perceptions. 

I have been named the 2017 Kingston Business School Award recipient for Excellence in Learning and Teaching, and voted by students as Lecturer of the Year (2016-2017). I've also received awards for my innovative use of technology in teaching, and outstanding academic support to students. My teaching expertise is in marketing principles and practice, market research, and quantitative and qualitative data collection analysis (qualitative and quantitative).


  • BBA
  • MBA
  • MSc
  • FHEA
  • PhD

Professional membership

Member of American Marketing Association (AMA), Academy of Marketing Science, and Society for Research into Higher Education (SRHE). Teaching Fellow of the Higher Education Academy (UK HEA); Alumnus of the International Teachers' Programme (ITP) and STELLAR HE Programme. 


My research focuses on marketing strategy and consumer perceptions, particularly strengthening positioning strategies of existing brands, and the impact of the decoy [attraction] effect in the context of brand positioning. I've presented my work at several International research conferences including the International Conference of Contemporary Marketing Issues (ICCMI), and the Academy of Marketing Science (AMS) World Marketing Congress. I am currently working on several research projects for publication in ABS-ranked marketing journals.  

Research student supervision


Number of items: 3.

Conference or Workshop Item

Boatswain, Marvyn and Kalafatis, Stavros (2016) Strengthening the position of existing offering through decoys. In: 2016 Academy of Marketing Science (AMS) World Marketing Congress: Marketing at the Confluence between Entertainment and Analytics; 19-23 Jul 2016, Paris, France.

Boatswain, M.L., Kalafatis, S.P. and Hand, C. (2015) Examining the decoy effects in brand positioning. In: 3rd International Conference on Contemporary Marketing Issues (ICCMI) 2015; 30 Jun - 02 Jul 2015, Kingston upon Thames, U.K..


Boatswain, Marvyn L. (2015) Decoy effects in brand positioning. (PhD thesis), Kingston University, .

This list was generated on Mon Sep 16 05:14:57 2019 BST.
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