Dr Katherine Baxter
SENIOR LECTURER IN MARKETING
Business Management/Marketing
0151 291 2057
baxterk@hope.ac.uk
I joined Liverpool Hope University in March 2021 after holding a similar position at a different university. I possess a PhD in Marketing Communications, an MBA in Marketing, a BA in Marketing, and a Diploma in Management. With 11 years of industry experience in Sales and Marketing within the medical and construction sectors, I bring practical, real-world examples to the classroom.
As a research-active individual, my interests span consumer behaviour, marketing communications, advertising, social media, and sustainability. In my recent paper (2022), I conducted a mixed-methods study examining consumer perspectives on gendered content in advertising. I have also submitted a paper discussing brands found guilty of greenwashing and its impact on customer sentiment. Additionally, I am currently working on a paper exploring the sharing behaviour of motherhood influencers and its connection to privacy theories.
I take pride in delivering high-quality teaching and learning, having attained my Fellowship of the Higher Education Academy (FHEA) qualification in August 2021 and actively pursuing my senior fellowship. My teaching expertise covers subjects like social marketing, experiential marketing, research methods, and consumer behaviour.