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Dr Sophie Yang

Senior Lecturer in Marketing

School of Marketing and Management

Faculty of Business and Law



Sophie held several marketing posts in industry prior to joining academia. She had a PhD in Marketing and an MA in International Marketing and her research interests are in the marketing of Higher Education and the consumption of services.

Since acquiring her doctorate, Sophie had published in a number of journals such as the Journal of General Management. In addition, she had written book chapters and case studies in mainly services marketing area.


  • Sep 2009: Postgraduate Certificate in Higher Education, Coventry University
  • October 2008: PhD in Marketing, Bournemouth University
  • April 2003: MA in International Marketing Management, Bournemouth University

Research Interests

Sophie’s research aim is to understand consumers by a continually evolving research design, which seeks to describe many perceived realities of consumer experiences that cannot be known a priori because they are time- and context-specific. Sophie uses an evolving research design in her consumer research projects, as she believes that due to the human’s ability to adapt, the best approach to understanding of consumers is through the use of the human instrument.

Outputs and Publications

Yang, H., Kumar, A., and Samra, B. (2016) ‘Exploring the relationship between university students’ emotion management, well-being and academic performance’. RAISE conference (Researching, Advancing & Inspiring Student Engagement). Held 8-9 September 2016 in Loughborough, UK.

Yang, H., and Mutum, D. (2016) ‘Consumer co-creation in university selection’. The Academy of Marketing, Higher Education colloquium. Held 27 April 2016 in Bournemouth, UK.

Yang, H., and Wos, A. (2016) ‘Co-create a smart phone brand with consumers via social media: a case study of Xiaomi in China’. In Services Marketing Cases in Emerging Markets. Ed. by Roy, S.K., Mutum, D.S., and Nguyen, Bang. Switzerland: Springer, 27-34.

Yang, H., and Mutum, D. (2015) ‘Electronic word-of-mouth for university selection, implications for academic leaders and recruitment managers’. Journal of General Management 40 (4), 23-44

Yen, D.A., Yang, H., and Cappellini, B. (2012) ‘Ranking Gives Power: Relationships between UK Universities and Chinese Agents’. Journal of General Management, 38 (1), 25-46.

sophie yang

Teaching Modules
  • 306MKT - Services and Retail Marketing
  • 209MKT - Applied Marketing (online)
  • 100MKT - Marketing Research 1
Areas of Expertise
  • Services Marketing
  • Principles of Marketing
  • Marketing Research
  • Buyer Behaviour
 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023