Staff Profile
Dr Yu Ye
Lecturer in Marketing
- Email: yu.ye@ncl.ac.uk
- Address: NUBS 5.14,
Newcastle University Business School, 5 Barrack Road, Newcastle Upon Tyne,
NE1 4SE
Yu Ye is a lecturer in Marketing at Newcastle University Business School(NUBS). Yu holds a Ph.D. in Management Science from the University of Kent. Before Joining NBUS, Yu was a lecturer in Digital Marketing at Northumbria University and programme leader for BA(Hons) Marketing and BA(Hons) Marketing Management. Yu is recognised with a Fellowship at the Higher Education Academy (HEA).
Yu's research interest focuses on marketing strategic management, specifically in the areas of marketing strategy, marketing performance management, internal market orientation, and dynamic capabilities. Yu's research contributions have been published in reputable journals such as the Journal of Business Research, the European Journal of Marketing, and Qualitative Market Research: An International Journal. Additionally, Yu has also contributed to various book chapters.
I teach marketing-related topics to undergraduate and postgraduate students and supervise dissertation projects.
- MKT1104 Introduction to Marketing
- MKT2008 Services Marketing
- NBS8510/NBS8910 International Marketing Communications Management
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Articles
- Ye Y, Yu Q, Zheng Y, Zheng Y. Investigating the effect of social media application on firm capabilities and performance: The perspective of dynamic capability view. Journal of Business Research 2022, 139, 510-519.
- Yu Q, Barnes B, Ye Y. Internal Market Orientation, Interdepartmental Relationships and Market Performance: The Pivotal Role of Employee Satisfaction. European Journal of Marketing 2022, 56(5), 1464-1487.
- Yu Q, Barnes BR, Ye Y. Investigating internal market orientation: is context relevant?. Qualitative Market Research: An International Journal 2020, 23(3), 523-539.