Dr Phill McGowan
Interim Head of Marketing Subject Group
I am interim Head of the Marketing Subject Group.
I have extensive experience developing and growing small businesses, with particular expertise in the technology sector. I have carried out market research and product design, development and launch. I am able to combine academic theory with my significant experience as a practitioner. I aim to inspire students by bringing theoretical constructs to life through my real-world experience and examples.
I have contributed articles to the Journal of Business & Industrial Marketing, the International Journal of Logistics Research and Applications, and the IMP Journal:
Use of Effectuation by established micro businesses: short-term gain, long-term pain?
Sales failure: a review and future research directions
The impact of effectuation on the buying decisions of small firms
I am a member of the Sales Performance Association and a Fellow of the Higher Education Academy.
I joined the University in 2016. I gained my Master’s in Sales Management (Distinction) in 2016 and my PhD in 2020, both at the University of Portsmouth.
Between 1992 and 2017 I was Managing Director of a series of companies, trading respectively in computer software, on- and offline business training, and call centre and telemarketing services. These businesses operated in a range of international markets including Australia, New Zealand, Holland, South Africa and the USA. I was a regular speaker at international conferences on call centre technology.
My research focuses on the buyer/seller relationship, particularly in small and medium-sized enterprises. My PhD thesis examined entrepreneurial theory through the lens of buyer/seller relationships.
I am Coordinator for the Marketing Consultancy Project module, on which I supervise students’ work on projects for real businesses. I coordinate Trends in Technology, where we examine the relevance of these trends to marketers. I also teach on the Professional Selling and the Marketing Principles and Practice modules.
All of my teaching is informed by my previous business experience. I am also able to add further value by inviting experts from my network to give talks on, for example, market research.