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Dr Julie Lewis

Marketing and Strategy Department

Dr Julie Lewis is a Teaching Fellow at Aston University. Prior to joining academia Julie held several senior marketing roles with Argos, Sainsbury’s and Anheuser-Busch (Budweiser). Julie’s teaching and research interests are influenced by her previous industry roles and lie in the areas of marketing and strategy.  Specifically her current research focuses on multi-channel retailing, digital marketing and the role of change management techniques to implement strategies.

Julie’s work has been published in the International Journal of Electronic Commerce, and she has also presented her work at conferences (including the Academy of Marketing, the European Institute of Retailing and Services Studies and the European Association for Education and Research in Commercial Distribution). Julie has also been the Lead Academic for a KTP project (funded by Innovate UK) which developed an omni-channel and digital marketing toolkit for a SME furniture manufacturer. She has also received funding from the Chesshire Lehmann Fund to explore the role of marketing communications as a way of increasing smart meter usage amongst fuel poor groups.

Julie is a Fellow of the Higher Education Academy (FHEA) and a member of the Chartered Institute of Marketing. She has extensive experience of teaching on a wide range of modules including marketing communications, strategic marketing, retail marketing, consumer behaviour, branding and research methods.

Position: Teaching Fellow
Tel: +44(0)121 204 3670
Emailj.lewis5@aston.ac.uk
Room: ABS240

  • PhD (Nottingham Business School, Nottingham Trent University)
  • MA Marketing (Birmingham City University)
  • PGDip Chartered Institute of Marketing (Nottingham Trent University)
  • BAJH Geography and Management (Leeds University)
  • Fellow of the Higher Education Academy
  • PGCert

 

Julie has been teaching in Higher Education since 2003. She has been involved in developing, leading and teaching a wide range of undergraduate and postgraduate marketing modules, including marketing communications, strategic marketing, research methods, retail marketing and consumer behaviour. She has also developed and taught modules to companies such as Boots. In addition she has also supervised placement students and undergraduate and postgraduate dissertations and consultancy projects.

Julie’s research interests are influenced by her prior industry experience. Julie has spent over 10 years gaining experience in the retail and marketing sector with companies such as Budweiser, Sainsbury’s and Argos.    

Her research primarily focuses on multi-channel retailing and digital marketing, especially how different types of retailers use change management techniques to successfully implement multi-channel and digital marketing strategies. Julie is also exploring personalisation of the student experience, and the use of marketing to aid smart meter adoption amongst fuel poor consumers.  

Lead Academic (Principal Investigator) for an eighteen month KTP with a local furniture manufacturer to create an omnichannel and digital marketing toolkit. Amount: £105,000. Funding Body: Innovate UK. 

Principal Investigator for a study exploring the role of marketing as a tool to aid smart meter adoption. Amount: £4,526. Funding Body: Chesshire Lehmann.  

Ad hoc reviewer for the International Journal of Electronic Commerce and the Oxford Retail Futures Conference

  • Fellow Higher Education Academy (FHEA) 
  • Chartered Institute of Marketing

Journal Articles

  • Lewis, J, Whysall, P & Foster, C, (2014). Drivers and Technology-Related Obstacles in Moving to Multichannel Retailing’. International Journal of Electronic Commerce, 18, (4) pp. 43-68.

 

Conference Publications

  • Lewis, J., Cassidy, K., and Resnick, S. ‘Clicks to Bricks’: A Multichannel Opportunity. 21st International Conference on Recent Advances in Retailing and Services Science. Bucharest, Romania. 7-10 th July, 2014.
  • Lewis, J., Cassidy, K., and Resnick, S. From ‘Clicks to Bricks’: A Route to Multichannel Retailing. Academy of Marketing Conference. Bournemouth, UK. 8-9 th July, 2014.
  • Resnick, S., and Lewis, J. ‘Drivers and Barriers Linked to SME Retailers Moving to Multichannel Retailing’. European Association for Education and Research in Commercial Distribution Conference. Rennes, France. 1 – 3 July, 2015.
  • Lewis, J., Foster, C., and Whysall, P. ‘Understanding the key challenges associated with going multi-channel: Preliminary findings from an exploratory study in the UK retail sector’. European Association for Education and Research in Commercial Distribution Conference. Valencia, Spain. 3 – 5 July, 2013.
  • Lewis, J., Foster, C., and Whysall, P. ‘Understanding the key drivers of, and technology related issues associated with, going multi-channel: Preliminary findings from an exploratory study in the UK retail sector’. The Oxford Retail Futures Conference. Oxford University. 10 – 12 December, 2012.
  • Lewis, J. ‘Implementing a Multi-Channel Retail Strategy and the Role of Internal Marketing’. 19 th International Conference on Recent Advances in Retailing and Services Science. Vienna, Austria. 9 – 12 July, 2012.

 

Other contributions to research

  • Cassidy, K, Resnick, S & Lewis, J, (2015) ‘From Clicks to Bricks – A Case Study’, published in Jobber and Ellis Chadwick, Principles and Practice of Marketing, MH Education.

 

Invited Presentations

  • 'The influence of marketing communications on smart meter adoption’. ESRC Seminar Series (2015-16). ‘Green Innovation: Making it Work’.

 

External Examiner

  • External Examiner for the BA (Hons) Marketing and BA (Hons) Marketing, Advertising and PR courses at Birmingham City University
  • External Examiner for the re-validation of the BA (Hons) Marketing and BA (Hons) Marketing, Advertising and PR courses at Birmingham City University
  • External Examiner for the revalidation of the MA Marketing programme at Gloucester University

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