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Royal Docks Business School

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| Brief biography | Teaching | Research/Publications |

Ian Bathgate

Ian Bathgate

Position: Principal Lecturer

Location: BS. 4.14

Telephone: 020 8223 3357

Contact address:

UEL Royal Docks Business School
University of East London
Docklands Campus
4-6 University Way
London E16 2RD

Brief biography:

Ian specialises in marketing, lecturing across a broad range of Post Graduate Programmes within the School. His research interests lie in the area of  Buyer Behaviour with particular interest in on-line behavioural patterns and media convergence as well as Marketing and Communication Planning for organisations (including SME's). Ian has extensive practical experience in the advertising/media industry and has operated as a consultant to a number of European organisations. He is also a consultant with the University delivering programmes and consultancy projects  to corporate and not for profit organisations. He currently participates in the delivery of short programmes in market research and marketing planning for new business start-ups for the Prince's Trust.

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Activities/responsible for:

  • Field Leader for Strategy, Opertaions and Marketing modules.

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Areas of interest/Summary of Expertise:

  • Ians' main areas of interest lies within e-marketing and on-line consumer behaviour which is the subject of his PhD thesis and the basis of a current KTP.
  • He is also interested in marketing and communication planning in MNC/SME and the developent of Marketing Orientations in Transition Economies.

Teaching:

Programmes:

  • MBA General management
  • MSc International Markeing Management
  • Knowledge Transfer Partnership plus consultancy activity

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Modules:

  • Marketing and operational/service delivery
  • International Marketing Communications and Customer Relationship Management
  • Critical Issues in Contemporary Marketing
  • Dissertation supervisor MBA, MSc, BABS

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Research / Publications:

Current research:

'Transition to a market orientation in China: preliminary evidence',  Bathgate,I, Omar, M, Nwankwo, S and Zhang,Y.  (2006), 'Marketing Intelligence and Planning', vol 24, no.4. Currently Ian is researching in the area of Buyer Behaviour in computer mediated environments with a papers in preparation on 'Customer Satisfaction amongst Chinese on-line shoppers'  Bathgate et al (2006). The effects of firm characterisitics and host country environment on foreign market involvment, Bathgate et al (2006)

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Other scholarly activities:

  • Associate member CMI

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Abstracts:

  • 'Transition to a market orientation in China: preliminary evidence',  Bathgate,I, Omar, M, Nwankwo, S and Zhang,Y.  (2006), 'Marketing Intelligence and Planning', vol 24, no.4. Links www.emaraldinsight.com

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Last updated: June 2008

© 2010

School Insight

Honey Kalaria, BA Accounting and Finance

Honey Kalaria, BA Accounting and Finance

"To be a successful businesswoman, you've got to be hard working, positive, and energetic, but you've also got to learn the tools of the trade. My degree at UEL wasn't just about getting a qualification, it was about learning the key skills I needed to start up a solid business"

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