Elaine Rust

I am Associate Head (Students) in the School of Strategy, Marketing and Innovation, with strategic responsibility for enhancing the student experience across the School. I joined Portsmouth Business School in 2012 following a successful career in marketing spanning both private and public sectors. I hold a PhD in Economic Geography from the University of Southampton and an MSc (Distinction) in Managing Contemporary Global Issues from the University of Winchester.

My academic and professional background combines expertise in marketing, place branding, and event management with a strong commitment to student success and curriculum innovation. I am a Senior Fellow of Advance HE and hold the Chartered Institute of Marketing Diploma. I am also a member of the Centre of Excellence for Heritage Innovation, which explores new ways to identify, interpret and preserve tangible and intangible heritage. The Centre was officially launched on 26 November 2025.

Before moving into academia, I built a diverse career in marketing. In the private sector, I worked across B2B and consumer product marketing before transitioning to the public sector, where I specialised in tourism and event marketing. At Winchester City Council, I led local and community event planning and marketing, and at Hampshire County Council, I managed a countywide cultural marketing programme.
Since joining Portsmouth Business School, I have developed and delivered a wide range of undergraduate and postgraduate modules in marketing, tourism and hospitality, drawing on my industry experience to enrich student learning. My leadership role focuses on driving initiatives that enhance student engagement, belonging, and success.

My research explores the complex interplay between events, policy, and place-making, particularly in the context of small towns - a topic of growing importance given the enduring impacts of the Covid-19 pandemic and global economic uncertainty. Key areas of interest include:

• Events-focused policy frameworks and their implications for local development.
• The role of events in place branding, identity formation, and co-creation.
• Social media as a tool for building virtual communities before and after events.
• Festival and event storytelling as a mechanism for shaping visitor experiences and perceptions of authenticity.

I welcome enquiries from prospective doctoral students interested in these areas.

I am happy to take calls and emails from the media on my research, and am aware of the need to respond to journalists in a timely manner. Please contact Elaine Rust on [email protected] or 023 9284 8509.