Dr Neil Richardson, Course Director

Dr Neil Richardson

Course Director

Neil has over 20 years of experience in Sales Management, Marketing and Customer Service in the B2B sector, covering a wide spectrum of operational and strategic positions.

Neil's teaching areas have included post-graduate modules, e.g. CIM, and modules at masters level. Under-graduate modules on which he has taught include Consumer Behaviour, Sales Management, Retail Marketing and Digital & Interactive Marketing.

Current Teaching

  • Contemporary Marketing (MBA)
  • Digital & Interactive Marketing (H6)
  • Marketing Planning Process (CIM Prof Dip)
  • Assessing the Marketing Environment (CIM Prof Cert)
  • Marketing Planning (H5)
  • Marketing in Action (I & II) (H4)

Research Interests

His research has focussed on Sustainable Marketing and he has published a number of articles and key chapters in his best-selling marketing practitioner books. Neil has also undertaken consultancy work for a diverse range of organisations.

Dr Neil Richardson, Course Director

Selected Outputs

  • Richardson N (2009) Critique of Consumer Marketing within Sustainable Events. In: Raj R; Musgrave J ed. Event Management and Sustainability. Cabi,

  • Richardson N (2009) Investigating the application of improved pedagogical approaches to a very large marketing module: A Case Study. In: Academy of Marketing Annual Conference, 7 July 2009 - 9 July 2009, Leeds Metropolitan University, Leeds, UK.

  • Richardson N (2008) Investigating the Positioning of Retailers on the Sustainability Continuum - A Schumpeterian Perspective. World Journal of Retail Business Management, 2 (3), pp. 50-61.

  • Richardson N (2008) To What Extent Have Key Retail and Generic Marketing Texts Adopted Sustainability?. World Journal of Retail Business Management, 2 (4), pp. 47-55.

  • Richardson N; Kenyon AJ; Eilertsen C (2007) Does Fair-Trade represent a marketing opportunity for the UK tourism industry. International Journal of Management Cases, 9 (3), pp. 74-82.


  • Richardson N; Gosnay R (2010) Develop Your Marketing Skills. London: Kogan Page.

  • Richardson N (2010) A Quick Start Guide to Mobile Marketing. London: Kogan Page.