Dr Patricia Harris

My teaching is characterised by interactive, student-centred pedagogy and by authentic assessment. The latter is delivered using a range of tools and types of assessment including computerised simulations and live client-facing projects. I currently teach the following modules at Kingston Business School:

BM6611 Managing Brands - this is a final year (L6) elective module offered to Business Management students. It is of interest to students who enjoyed studying marketing at L4, and who want to develop their knowledge further by studying the key role that brands play in contemporary business. 

BM6711 Creating & Delivering Value - this is a final year module which is core on our BSc Marekting & Advertising degree. The module examines the ways in which value can be created for and delivered to consumers and organisations through effective product and service development, service delivery, customer experience management, multichannel management and branding.

BM7015 Strategic Brand Management - this module is core on our MSc Marketing and Brand Management degree. It addresses all aspects of branding - the creation of new brands, the management of brands over market segments and over international markets, and over time. 

BM7017 Global Marketing Management - this module is core on our MSc Marketing and Brand Management and MSc Marketing Communications & Advertising degrees. It covers the core principles of contemporary global marketing and as such provides the foundation for the other, more specialist, modules on each degree programme. 

Qualifications and expertise

• Senior Fellow of the Higher Education Academy

Undergraduate courses taught

• Business Management with Business Experience BSc (Hons) and choice of specialisms
• Marketing & Advertising with Business Experience BSc (Hons)

Postgraduate courses taught

• Financial and Business Management MSc
• International Business Management MSc (with pathways)
• Managing in the Creative Economy MA
• Marketing Communications and Advertising MSc
• Marketing & Brand Management MSc

I am a member of Kingston Business School's Consumer Research Group. We have a strong track record of success in winning research funding from the Academy of Marketing. Most recently, I was part of successful funding bids in 2014 and 2016 which led to research on multichannel shopping behaviour. We are interested in channel patronage patterns - how shoppers split their patronage across offline, online and mobile shopping channels, and the factors that drive their channel patronage decisions.

I am also engaged in research on multichannel shopping journeys in which I am examining the configuration of shopping activities across the various channels, and the factors that affect how shoppers configure their shopping journeys.

Publications