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Prof Philippa Ward

Professor In Marketing

With over 25 years of retail and academic experience, Philippa’s research centres on the effects of situational factors on consumers, the psychological and sociological determinants of consumption and the exploration of value.


She is a passionate advocate for the application of a wider range of methods in marketing research and for transdisciplinarity.

Over the course of her career, Philippa has published widely in a range of international journals and many books. She has contributed to numerous conferences, including as an invited keynote speaker and as an organizing committee member. Philippa has over 40 doctoral completions and a similar number of examinations.

Her research centres on the effects of situational factors on consumers, taking in issues of environmental psychology in relation to retail spaces and sociological considerations of consumption. These areas are also the focus of her doctoral supervision and the funded projects that she undertakes. This interest in retailing was generated through her management roles within Debenhams and Asda. She also continues to work with a number of retailers, manufacturers and marketing and research agencies as a consultant.

Philippa additionally coordinates work for the Research Excellence Framework in Business and Management Studies and supports researcher development in the Gloucestershire Business School.


  • PhD: Situational factors in consumption experiences, University of Gloucestershire, 2013
  • MA Marketing Management: Manchester Metropolitan University, 1998
  • Postgraduate Diploma Marketing: Chartered Institute of Marketing, 1996
  • BA (Hons) Retail Marketing: Manchester Metropolitan University, 1996.


Multiple awards for best paper at international conferences and with various journals

Membership of professional bodies

Academy of Marketing

Chartered Institute of Marketing (Fellow)

Teaching & Research


Philippa teaches marketing at undergraduate and masters levels. She also delivers research methods training for doctoral candidates and is a doctoral supervisor. She enjoys creating a participatory environment and working on issues brought into the classroom by the contributors and by external organizations.


Philippa’s research is undertaken collaboratively with colleagues internally, and externally – both in the UK and internationally. Her most recent work focuses on exploring two research streams. Firstly, she is leading a cross-institutional transdisciplinary team examining consumer responses and vulnerabilities to buy-now-pay-later (BNPL) services. This activity is aligned with Finance in Society Research Institute and has garnered support from commercial interests.

The research has significant capacity to generate societal impact and policy outcomes. Secondly, Philippa continues to explore value cocreation in different contexts to enrich contemporary understandings through transdisciplinary perspectives. In both streams, the research is undertaken through innovative approaches, including mobile ethnography, story stem completion and visual techniques.


More publications from Prof Philippa Ward can be found in the Research Repository.