Social and responsible marketing

The SRM cluster focuses on research and research-led pedagogy related to marketing theory and practice aimed at positive societal impact. It draws on the Strategy and Marketing Department's expertise. The SRM cluster has three major research themes:

• social marketing and behaviour change – theoretical interests in this area include attitude change models and communication theories aimed at positive behavioural change,
• responsible marketing and consumption – focuses on addressing issues of responsibility and ethics in marketing and consumption, and
• strategic marketing and sustainability – focuses on exploring the use of marketing activities to create values and the promotion of environmental and socially responsible products, practices and brands.

Entry requirements

Minimum 2:1 undergraduate degree (or equivalent). If you are not a UK citizen, you may need to prove your knowledge of English.

Potential research projects

We are looking for projects in line with our three research themes:

• Social Marketing and Behaviour – This research theme focuses on the principles and practices of social marketing aimed at behaviour change interventions for societal well-being. It examines strategic social marketing and innovation, exploring how these approaches can drive positive behavioural changes. The theme also delves into health-related interventions, utilising technologies and marketing communication to enhance public health outcomes. Additionally, it addresses marketing to underserved communities, aiming to improve social welfare through targeted campaigns. The research emphasises sustainability, investigating how social marketing can promote sustainable practices and contribute to the overall welfare of society.
• Responsible Marketing and Consumption – This thematic area addresses responsibility, ethics, and sustainability issues in marketing and consumption. It explores key topics such as ethical and sustainable consumption, examining how marketing strategies can promote responsible consumer behaviours. The research also focuses on marketing for social enterprises and voluntary sector organisations, aiming to enhance their impact on society. Additionally, it investigates consumer exclusion and the role of new technologies in bridging this gap. The theme examines the impact of commercial marketing on consumer behaviours and its implications for cultural and societal well-being. Furthermore, it utilises creative approaches to researching and teaching marketing ethics, fostering a deeper understanding of responsible marketing practices.
• Strategic Marketing and Sustainability This thematic area within the cluster focuses on strategic sustainability marketing and innovation. It covers key topics such as strategic green marketing and management, aiming to integrate environmental considerations into marketing strategies. The research explores cause-related marketing and sustainable entrepreneurship, investigating how businesses can align their marketing efforts with social and environmental causes. It also examines the intersection of marketing and technology, particularly in empowering disadvantaged agents in supply chains. The theme delves into local community networks and market innovation, fostering sustainable development at the grassroots level. Additionally, it addresses sustainability knowledge and capabilities, corporate social responsibility, and social innovation, aiming to enhance the overall impact of strategic marketing on sustainability.
• Marketing, Technology and Sustainability – This thematic area within the cluster seeks to understand the use of technologies in marketing activities and their impact on sustainability. It explores how advancements in technology can enhance marketing strategies, improve customer engagement, and drive sustainable practices. The research examines the integration of digital tools, data analytics, and innovative platforms in marketing, aiming to identify how these technologies contribute to sustainable development goals.

We welcome PhD proposals that connect to any of the above areas or sub-areas. We also encourage proposals that explore these intersections and contribute to advancing knowledge and practice in these critical areas.

Potential supervisors

• Dr Morteza Abolhasani
• Dr Haider Ali
• Dr Fiona Harris
• Dr Matthew Higgins
• Dr Christina Galalae
• Professor Gordon Liu
• Dr Carmen Mal
• Dr Yue Meng-Lewis
• Dr Tim Ray
• Dr Xia Zhu

Fees and funding

Some of our research students are funded via The Grand Union Doctoral Training Partnership or the Open-Oxford-Cambridge AHRC Doctoral Training Partnership; some are funded by University studentships; others are self-funded.

For detailed information about fees and funding, visit Fees and studentships.

To see current funded studentship vacancies across all research areas, see Current studentships.

Links

• The Open University Business School
• Business School funded PhD opportunities