Newcastle University Business School

Staff Profile

Dr Natalia Yannopoulou

Reader in Marketing & Degree Program Director for MSc International Marketing

Background

Natalia Yannopoulou is Reader in Marketing at Newcastle University Business School, and an Associate Fellow in the Centre for Cultural Policy Studies at the University of Warwick. She is also appointed member of the Global Challenges Research Fund peer review group (GCRF). Natalia has previously served as Lecturer in Marketing at Nottingham University Business School, and was affiliated with Hellenic Open University and University of Roehampton.

She holds a Ph.D. in Marketing from Warwick Business School, U.K., an MBA from George Washington University, U.S.A. with specialization in Marketing, and a BSc. in Business Administration from Athens University of Economics & Business, Greece.

Natalia’s research interests are mainly in the areas of consumer behaviour, marketing communications and branding. Her work appears in journals such as Business History, Journal of Business Research, European Journal of Marketing and International Journal of Advertising, and has been presented in conferences such as Advances in Consumer Research (ACR), European Marketing Academy (EMAC) and International Conference on Research in Advertising (ICORIA). She regularly reviews papers for a range of marketing related journals and conferences, and serves on the Editorial Board of International Journal of Services, Economics and Management.

Natalia also has extensive international consulting experience in services marketing and communication roles in companies such as The Webb Partnership in the UK, Deloitte & Touche Consulting in Ecuador, Citibank N.A., Global Consumer Banking in Greece, and Sofitel member of Accor’s hotels & resorts in the USA.

Natalia's language skills include English (excellent), French (excellent), Spanish (fluent), Chinese (introductory) and Greek (native).

Research

Dr. Natalia’s Yannopoulou research examines how consumers understand and interpret market offerings, while focusing on the communication activities between companies and audiences. Natalia’s research interests are mainly in the area of consumer behaviour, marketing communications and branding. More specifically and within branding, she is interested in concepts such as brand trust, brand crises and perceptions of authenticity of mainly food and fashion brands within emerging markets such as China, Vietnam and the Middle East. Within Marketing Communications, she is particularly interested in the symbolic meaning of communication and the role of social media.

Natalia’s work is being published in journals such as Business History, Journal of Business Research, European Journal of Marketing and International Journal of Advertising, and has been presented in conferences such as Advances in Consumer Research (ACR), European Marketing Academy (EMAC) and International Conference on Research in Advertising (ICORIA). Findings of her studies have attracted interest from both media and practitioners in recent years. Her latest paper titled “New Insights into Unethical Counterfeit Consumption” appears as top rated paper in the Journal of Business Research based on the quality and quantity of online attention that it has received worldwide.

Natalia has been appointed member of the Global Challenges Research Fund peer review group (GCRF), in order to assist with the review of applications to ESRC Global Challenges Research Fund calls based on a new five-year £1.5 billion funding stream. She serves on the Editorial Board of International Journal of Services, Economics and Management. She regularly reviews papers for a range of marketing related journals and conferences, while she has been assigned Book Reviewer for Routledge publishing on numerous books on Marketing Communications.

She currently supervises PhD students with topics on ethnic advertising, social media, online conflicts and entre-tainment. She is continuously welcoming PhD applications on relevant areas, along with topics on co-creation in social media or reality tv, as well as, advertising of food or cultural brands.

Natalia has been able to secure both internal and external funding for her research through grant schemes such as Newton Fund British Council and Knowledge Transfer Partnership – KTP.   

Teaching

Dr. Natalia Yannopoulou holds the role of Degree Program Director for MSc International Marketing.

She also teaches in the following modules in the P/G and U/G level, respectively:

-          NBS8510 International Marketing Communications Management (module leader)
-          MKT3006 Advertising and Integrated Brand Promotions (module leader)

 

Natalia has extensive teaching experience in marketing for over 13 years in various universities in the UK and abroad. During this time, she taught and developed modules for face to face, online and distance learning classrooms. In many occasions she had to coordinate modules offered in national, as well as, international campuses.  

Her teaching is informed by her research, and often features guest speakers and real life projects involving strategic challenges faced by local inspirational businesses. Natalia is continuously identifying real life projects involving strategic challenges faced by local inspirational businesses. Willow Burn Wood, and Always Wear Red are some of the local SMEs that she initiated collaboration with by developing, in partnership with their Executive teams, real life case studies on topical questions faced by the companies, and turning them into student group projects with immediate relevance and applicability. As a result, students were given the chance to apply theories learned, develop their skills and tailor their marketing suggestions against societal challenges such as ageing, sustainability and the digital economy.

Natalia also launched the MSc Marketing Debate between Newcastle University Business School & Durham University Business School.

Her teaching experience has been further enriched through the role of External Examiner in institutions such as Strathclyde Business School, Lancaster University Management School, and Hull University Business School.


Publications