Accepting PhD Students

    PhD projects

    Marketing, consumer behaviour, consumer culture, gender


    Research activity per year

    Personal profile


    I am Professor of Marketing and, from 2016 to September 2023, I was the Director of the Business School at Edge Hill University. Previously, I was Professor of Marketing and Subject Group Lead at Newcastle Business School, University of Northumbria and prior to that I held the position of Reader in Marketing and Director of the Graduate School at the University of Cumbria. My academic career spans more than three decades in HE prior to which I worked in sales and marketing in the banking and computing industries. I joined Salford University as a lecturer in Marketing and then went on to spend ten years in Lancaster University Management School as Senior Lecturer where I gained my PhD in 2001.

    My research focuses mainly on consumers and the role of consumption in people's lives. In addition to my work relating to consumer behaviour in the marketplace, I have published widely on issues around gender, identity and sexual orientation, most recently extending the field of my interest to the workplace and careers. I also have a longstanding interest in services marketing, and methodological issues such as methodology and researcher reflexivity. I have published widely in the areas of consumer behaviour and marketing with many conference papers and articles in refereed journals and a number of book chapters as well as a book on Services Marketing. I served for many years on the Executive Committee of the Academy of Marketing (AM) and was Co-Chair of the AM conference in 2016. I was also a Co-Chair of the Critical Management Studies conference hosted by Edge Hill University in Liverpool in July 2017. I sit on various editorial boards and am a reviewer for a wide range of national and international journals and conferences. I have a particular interest in Diversity and Equality and was a founder member of the Chartered Association of Business Schools EDI Committee. I have also held elected roles in the Chartered Institute of Marketing, North West Region. 

    Research interests

    Marketing, services marketing SMEs, consumer behaviour, consumer culture theory, transformative consumer research, Gender and Diversity.

    I have published extensively and built an international reputation within my research fields. My work is cited in the highest ranking journals including the Journal of Marketing, European Journal of Marketing, Journal of Marketing Management and other leading journals in fields including Geography, Psychology, Culture, Design and Travel. 


    I have taught on a wide range of Marketing modules and related subjects at undergraduate and postgraduate level. I have also developed and delivered research development workshops to faculty and PGRs. I have won two awards for teaching excellence at Lancaster University Management School.

    External engagement

    I have held external examiner appointments at the following institutions:

    University of Teesside

    Glasgow Caledonian University

    University of Exeter

    University of Bath

    University of Lancaster, Goenka, India

    Strathclyde University,

    University of Ulster, 

    University of Salford,

    University of Wales, Singapore

    Doncaster Business School

    I have also been an Examiner/Chief examiner in Marketing for the following professional awarding bodies:

    CIM Postgraduate Diploma

    CIM Advanced Certificate

    Chartered Institute of Banking 

    Institute of Financial Services

    I have been Co-Chair for a number of major international conferences and tracK chair/panellist/Keynote speaker etc on many occasions both in the UK and overseas. I have been an invited guest speaker at conferences run by Unilever and Carlsberg.

    Public/media engagement

    My research has featured in articles in the Sunday Times, the International Herald Tribune, the Times, the Daily Mail, the Sunday Mirror, the Sun, Money Magazine (New York) and a wide range of local and regional newspapers and magazines. I have contributed extensively to local and national radio, including Radio 4's Woman's Hour and have appreaded on national (CH4) and international (RTL Network) TV news features and a number of documentary programmes including PMTV (Granada Television), 'Shop til you Drop' (Ch4) and 'Shopology' (BBC2).

    Expertise related to UN Sustainable Development Goals

    In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

    • SDG 4 - Quality Education
    • SDG 12 - Responsible Consumption and Production

    Education/Academic qualification

    Marketing, PhD, Lancaster University

    Award Date: 8 Dec 2001

    Marketing, PGDip, CIM Advanced Diploma, Chartered Institute of Marketing

    Award Date: 30 Oct 1992

    Marketing, MSc, University of Salford

    Award Date: 12 Jul 1991

    Management, PGDip, Diploma in Management (DMS) Distinction, CNAA

    Award Date: 15 Dec 1988


    Dive into the research topics where HELEN WOODRUFFE-BURTON is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
    • 1 Similar Profiles