Dr Lin Su

Senior Lecturer 

Email: ac2322@coventry.ac.uk 

Lin Su is an experienced academic with 15 years of experience in strategic planning, education, marketing, recruitment, and programme development. She has worked in different managerial positions within the UK Higher Education. Her key achievements include MBA Courses leadership at Coventry University London; the creation and development of strategic planning at a Course level; purposeful engagement with stakeholder groups within and outside the School and University. Lin specialises in: bespoke programme design and delivery and external engagement with practitioners. Lin has successfully improved academic quality, curriculum standard, and student experience. Lin is a Fellow of HEA and has a particular pedagogical interest in innovative and technology-inspired teaching and learning, particularly in the areas of improving support to international students and enhancing engagement.


  • PhD in Marketing Management, University of Bath, 2014
    • Specialties: sociology, psychology, humanities, philosophy, marketing, management, quantitative and qualitative methods
  • MPhil (PhD) in Fashion Marketing, The Department of Materials, The University of Manchester, 2010
    • Specialties: fashion marketing, digital marketing, sociology, consumer cultures, branding
  • MSc Global Business Analysis, Alliance Manchester Business School, The University of Manchester, 2006
    • Specialties: global business, market and quantitative research, business analytics, statistics, corporate finance, international trade, and capital flows
  • BA(Hons) Business Economics, Manchester Metropolitan University, 2005
    • Specialities: micro/macroeconomics, statistics, political economy, quantitative economics, corporate finance, risk management, business forecasting

Professional and Industry Memberships

  • Fellowship of HEA
  • Member of Chartered Management Institute (CMI)
  • Member of American Marketing Association (AMA)

Research and Consultancy

Her academic journey and industry exposure have afforded her deep insights into areas such as retailing, fashion marketing and branding, consumer behavior, co-creation, storytelling, digital marketing, and services and experience marketing. She has also had the privilege of teaching fashion students and managing fashion-related modules and courses, including Marketing in a Global Age, Contemporary Fashion Marketing, Fundamentals of Textile Marketing, and MBA International Fashion Management.

Publications and Scholarship Activities

  • Li, J.H., Ghaffari, M., and Su, L. (2020) ‘Counterfeit luxury consumption strategies in a collectivistic culture: the case of China’, Journal of Brand Management, 27, 546 - 560
  • Chair, the Macromarketing Conference (2018) Consumers as Change Agents track.
  • Su, L. (2015). Once Upon a Consumer: Co-creating Personalised and Unique Retail Experience through Life Story Swapping. Innovation, Enterprise and Business Excellence Research Cluster (IEBE), University of West London, UK
  • Su, L. (2012). The Life Story Swapping Perspective of the Retail Experience: Co-creating Personalised and Unique Shopping Experiences through Service Encounters. Centre for Research in Advertising and Consumption Doctoral Colloquium, University of Bath, UK
  • Su, L. (2011). Co-creation of Consumer Experience in Retail Store Environments. Centre for Research in Advertising and Consumption Doctoral Colloquium, University of Bath, UK
  • Su, L. and Moody, W. (2009). Building a Strong Brand through Web 2.0 Environment: Exploring a Social Media Beauty Campaign in China. The CPN (China Postgraduate Network) Conference, Manchester

Teaching Areas

  • Buyer Behaviour Analysis
  • Marketing in a Global Age
  • Dissertation
  • Business Research Project
The Queen's Award for Enterprise
University of the year shortlisted
QS Five Star Rating 2023