Dr Marvyn Boatswain


Head of the Department of Strategy, Marketing and Innovation, and multi award-winning Senior Lecturer in Marketing. I joined Kingston Business School in 2010 and have designed and delivered a range of undergraduate, postgraduate and executive MBA modules.  

Relevant Awards & Recognitions:

  • 1. WinnerPersonal Tutor of the Year award, KBS (2020, 2018 & 2017). 
  • 2. Runner-up, Award for Supporting Student Employability (2020)
  • 3. Winner, Lecturer of the Year, Kingston Business School (2018 & 2017)
  • 4. Winner, Most Innovative Use of Technology in Pedagogy (2017) || Runner-up (2018)
  • 5. Winner, Kingston University Rose Award for Outstanding Contribution to Student Engagement & Experience (2017)
  • 6. Winner, Kingston Business School Staff Award for Excellence in Learning & Teaching (2016)

Academic responsibilities

School Head of Department


  • PhD in Marketing
  • MSc Management & Business Research Methods, Kingston University London
  • MBA with Marketing Specialization, University of North Texas
  • BBA (Hons) Marketing, Midwestern State University
  • Senior Fellow, Higher Education Academy (SFHEA)

Teaching and learning

Multi-award-winning Associate Professor in Marketing with expertise in innovative pedagogy and curriculum design. Areas of teaching expertise and interest include Marketing Principles & Practice, Marketing Communications & Advertising, Marketing Research, Consumer Behaviour, and Research Methods.

Qualifications and expertise

  • Certified Management & Business Educator, CMBE (2020)
  • Senior Fellow, Advanced HE (SFHEA)
  • Alumni, International Teaching Programme (ITP) - Advance Pedagogy Training

Undergraduate courses taught

Postgraduate courses taught



I completed my PhD in Marketing at Kingston Business School, examining the impact of context and decoy effects on brand positioning and consumer perceptions. Other research interests include place branding, regulatory mode theory (RMT) in the B2B context, and student engagement and employability.

I've presented my research at several international conferences including the International Conference of Contemporary Marketing Issues (ICCMI), and the Academy of Marketing Science (AMS) World Marketing Congress. My research has been recently published in the Journal of Business and Industrial Marketing (2020). I am currently working on several projects targeted at prestigious journals. 

Areas of specialism

  • Brand positioning
  • Place branding
  • Regulatory mode theory (RMT)
  • Context effects


Number of items: 5.


Kalafatis, Stavros P, Blankson, Charles, Boatswain, Marvyn and Tsogas, Markos H (2020) Preference for action : regulatory mode in B2B positioning decision making. Journal of Business and Industrial Marketing, 35(12), pp. 2111-2125. ISSN (print) 0885-8624

Conference or Workshop Item

Pereira, John and Boatswain, Marvyn (2019) The use of interactive polling to foster peer learning. In: Festival of Learning Bitesize; 31 Oct 2019, Kingston upon Thames, U.K.. (Unpublished)

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 25 06:49:47 2023 BST.

Professional practice, knowledge exchange and impact

Professional and scholarly affiliations

  • The Chartered Institute of Marketing

Leadership and management

Qualifications and expertise

  • School, Head of the Department, Strategy, Marketing and Innovation.
  • Former Programme Director, BSc Marketing & Advertising (Hons.)
  • Former Programme Director, BSc Marketing Communications & Advertising (Hons.)
  • Former Programme Director, BSc Marketing Management (Hons.)

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