Teaching Responsibilities

Programme Leader for Business Management BSc (Hons)

Senior Lecturer in Marketing


Before moving into higher education my career covered a long period in the UK electronics industry, where I gained first-hand experience of business-to-business marketing, sales management and personal selling.

My teaching career began in Finland, teaching English to corporate managers and civil servants, which was followed by several years of teaching on HND and Chartered Institute of Marketing professional programmes in the UK. I am a Chartered Marketer and a member of the Academy of Marketing.

My academic interests include business-to-business marketing, services marketing, marketing strategy and marketing activity in micro-businesses and SMEs. I am also interested in the practice and development of the teaching of marketing in higher education.

My PhD studies focus on the nature and significance of the relationship between the buyer and seller in business-to-business personal relationships, and this research aims to provide an insight into the characteristics of business-to-business personal relationships and the extent to which they are of strategic importance.

Recent Publications

Woon, K.C., Shafaghi, M., Woollaston, C.P. and Lui, V. (2010) B2B e-marketplace: an e-marketing framework for B2B commerce. Marketing Intelligence & Planning, 28(3), pp. 310–329

Recent conference papers:

Woollaston, C.P. and Barrett, R. (2005) The Impact of the EU Directive on WEEE on SME B2B Marketing. Paper presented at: ISBE Conference, Blackpool, November 2005

Woollaston, C.P. and Shafaghi, M. (2007) Customer Service in B2B Marketing. Paper presented at: Knowledge and Innovation Conference. University of Bolton, March 2007