Roger Byatt

I am a Principal Lecturer in Marketing at Portsmouth Business School. My areas of expertise are consumer behaviour and customer insight, plus international and global marketing.

Among my responsibilities I am Course Director for Postgraduate Marketing programmes. These include:

• MA Marketing Analytics - This is a taught MA for students progressing from a marketing first degree.
• MA Digital Marketing - a taught MA for students from a business degree background that may have included some marketing but who now wish to specialise in Digital Marketing.
• MA International Marketing - a taught MA for students from any discipline who now want to pursue a marketing career.

In addition I work with our colleagues in Creative Industries to deliver the MA Fashion Marketing.

I have been teaching at Portsmouth since 2013, having previously taught in higher education (HE) for 15 years. I came into HE after extensive senior business experience in sectors including financial and other services, international management consultancy and postgraduate training in the transport industry. I offer consultancy services in parallel with my teaching career and I also work in property management.

I have served on the national council of the Market Research Society. I am currently a member of the editorial board of the International Journal of Market Research, of which Professor Dan Nunan, of Warwick University, is Editor-in-Chief.

I have advised businesses in partnership with Professor Malcolm McDonald, renowned Professor of Marketing at Cranfield University. We have worked with multinational law firm Clifford Chance on their market segmentation and provided consultancy services to security systems company Tyco. We have also developed the business game 'Market2Win', which sharpens participants’ marketing expertise.

My general teaching approach is to illustrate marketing theory with examples from my real-world experience gained over approximately 20 years. This gives my students a good grounding in the practical use of marketing concepts. My consultancy work is a rich source of examples, with which we can test textbook techniques in areas such as market research.

I am proud to have been nominated for teaching awards by my students at Portsmouth and to have won a Vice Chancellor’s Excellence Award for my teaching.

My business career prior to working in HE includes my roles as Marketing Manager for the Britannia Building Society and Head of Marketing Strategy in the Life division at Barclays. I spent 5 years as a consultant for the French company Cegos Makrotest and prior to which I entered marketing through a Graduate Traineeship with British Rail.

Before coming to Portsmouth I taught at London South Bank University and Southampton Solent University for a total of approximately 15 years.

I was a board member of a Right to Manage company in the UK for approximately 20 years, which led to my current role on the board of a property company in the Canary Islands.

I have undertaken continuing professional development through the Chartered Association of Business Schools. I am a Fellow of the Chartered Institute of Marketing and a Fellow of the Higher Education Academy; I am currently working towards Senior Fellowship.

I am interested in consumer behaviour, particularly in the financial services industry, and I have worked with Aalen University of Applied Sciences in Germany on the credit card market.

I have also published conference papers on the student learning experience and how the use of games helps students to learn more effectively, reflecting my use of the Market2Win game in teaching. My research, which I presented at the Global Sales Science Institute Conference, showed that postgraduate students who used the game as a learning tool significantly improved their employability.