Dr Jie Liu
Reader in Marketing
My profile
Biography
A seasoned academic, Jie joined the Department of Marketing, Retail and Tourism (MRT) in November 2019 where she led the quinquennial review of its undergraduate programmes in Marketing, Business & Marketing, and Advertising & Brand Communications, one of the largest marketing education provisions in the UK. Commended by the Validation Panel as “modern, coherent and contemporary programmes informed by perspectives of all stakeholders”, the new programmes are now among the strongest recruiters of the University. Jie also served as Deputy Head of Department responsible for operations and resourcing. She led the the move to online block teaching of the Department’s 1,500 students in the early stages of the pandemic.
Prior to joining MRT, Jie was Associate Head of the Department of Business and Management and a member of the Cheshire Faculty Executive Group. She led the successful teach-out of the Cheshire Faculty’s business and management programmes which achieved one of the top NSS student satisfaction results (94.1%, 2019) of the University and was part of the Student Union’s Outstanding Teaching Award of that year.
Jie has held a variety of external roles thanks to her subject, curriculum, quality assurance, transnational education and wider professional practice knowledge and skills. She was programme validation external panel member for a range of UK higher education institutions including Harper Adams University, Staffordshire University, Bangor University and Liverpool Hope University. She is currently External Examiner in Marketing for University of West England having held similar roles for the University of Westminster, Bangor University, Harper Adams University and Staffordshire University.
Jie is an author and a review panel member for Pearson Education and has worked on the Global Editions of a range of best-selling marketing titles including Principles of Marketing (11-19th editions), Marketing Management, Marketing Management: An Asian Perspective, Global Marketing, Marketing: Real people, Real Choices and Consumer Behaviour: Buying, Having and Being.
Jie is a Senior Fellow of the Higher Education Academy (SFHEA) and a Certified Management & Business Educator (CMBE).
Interests and expertise
Jie has a wealth of experience in academic leadership, curriculum development, programme validation and delivery of professionally accredited courses such as the Chartered Institute of Marketing. Jie has a long history in international recruitment and partnership development and represented the University in British Council events, designed and delivered international summer schools, and served on the University’s International Strategy Steering Group as the Cheshire Faculty Lead for Internationalisation.
Impact
Jie undertakes practice-based research in cross-culture education in marketing. A key objective of her research is to develop actionable knowledge for improving the understanding of engaging international students in the learning, teaching and assessment environments of the UK higher education institutions.
Projects
Jie is currently working on a project aimed at understanding the learner journey of international students, more specifically their prior experience with learning, teaching and assessment; transition across national learning, teaching and assessment conventions; and the connect/disconnect of their attainment expectations and degree outcomes.
Teaching
Jie teaches in international marketing strategy, strategic marketing, marketing in practice, research methods and applied professional practice at undergraduate and post graduate levels.
Supervision
Jie supervises research projects at undergraduate, postgraduate and doctoral levels.
Research outputs
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Journal articles
Liu, J. (2010) 'The changing body of students: A study of the motives, expectations and preparedness of postgraduate marketing students.' Marketing Intelligence & Planning, 28(7) pp. 812-830.
Liu, J. (2009) 'From learner passive to learner active? The case of Chinese postgraduate students studying marketing in the UK.' The International Journal of Management Education, 7(2) pp. 33-40.
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Conference papers
Zaidel-Lamb, R., Liu, J. (2017) 'An evaluation of the social media strategies used by luxury automobile companies In China and the U.S.A.: A multiple case study approach.' In British Academy of Management Annual Conference 2017.
Liu, J., Liu, J. (2015) 'Understanding the influence of students' entry characteristics on their learning experiences in marketing, BusiNet Annual Conference, Valletta, 11/11/2017..' In Businet Annual Conference. Valletta, 16/11/2015 - 19/11/2015.
Liu, J. (2015) 'Understanding the influence of students' entry characteristics on their learning experiences in marketing.' In The 29 Annual Businet Conference: Issues in Higher Education. Valletta, 11/11/2015 - 13/11/2015.
Liu, J., Scoffield, S. (2015) 'Global positioning of emerging market brands: countering negative brand origin effects.' In Cambridge Business and Economic Conference. Cambridge University, 1/7/2015 - 3/7/2015.
Scoffield, S.J., Liu, J. (2014) 'Online Marketing Communications and the Postmodern Consumer in the Museum Context.' In Cambridge Business and Economics Conference. Association for Business and Economics Research, Cambridge, UK, 1/7/2014 - 2/7/2014.
Liu, J. (2010) 'Academic staff's reception of a faculty international strategy: discourse and implications for implementation.'
Lie, J. (2010) 'Constructing the value of a British postgraduate qualification: perceptions of alumni from marketing programmes.'
Liu, J. (2006) 'British Consumers' Evaluation of Emerging Chinese MNC Brands: The Influence of Brand Origin and Country Image Associations on Haier.' In The Annual Conference of the Academy of Marketing. The Academy of Marketing, London, UK, 3/7/2006 - 6/7/2006.
Liu, J. (2006) 'Teaching International Marketing to Chinese Students: Experience from the United Kingdom.' In 30th Annual Conference of the American Marketing Educator's Association. The American Marketing Educator's Association, San Francisco, USA, 27/4/2006 - 29/4/2006.
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Other
Liu, J. (2015) Linking British Popular Culture and Brand-Building Strategies.
Liu, J. (2014) Bentley Motors: Differentiation and Positioning in International Markets - Case Study.
Kotler, P. (2014) Principles of Marketing.
Keegan, W.J., Green, M.C. (2013) Global Marketing.
Solomon, M.R. (2013) Consumer Behaviour: Buying, Having, and Being.
Liu, J. (2013) Linking British Popular Culture and Brand-Building Strategies.
Liu, J. (2012) Outsourcing Call Centres to India: A Tale of British Companies and Their Customers - Case Study.
Career history
2013-present
Review Panel Member for Pearson Education Limited: Jie worked on Pearson’s Global Editions of a range of best-selling marketing titles including Principles of Marketing (11-19th editions); Marketing Management; Marketing Management: An Asian Perspective; Global Marketing; Marketing: Real people, Real Choices; Consumer Behaviour: Buying, Having and Being; Selling Today.
2018
Senior Fellow of the Higher Education Academy.
2018
Certified Management & Business Educator of Chartered ABS.
2016-2019
Associate Head of the Department of Business and Management and Member of the Cheshire Faculty Executive Group: Jie led the successful teach-out of the Cheshire Faculty’s business and management programmes and was part of the Student Union’s Outstanding Teaching Award of 2019.
2019/2020
Deputy Head of Department of Marketing, Retail and Tourism: Jie led the Department’s move to online block teaching as part of the University’s response to the pandemic.
2018/2019
Subject Group Leader for Marketing: Jie led the successful quinquennial review of the Department’s undergraduate programmes in Marketing, Business & Marketing, and Advertising & Brand Communications, one of the largest provisions in the UK.
Press and media
Jie served as Business of the Year panellist for South Cheshire Chamber of Commerce and appeared in related press and media.