Dr Michelle Lawrence

Job title
Course Coordinator: Fashion Marketing
Email
michelle.lawrence@falmouth.ac.uk
Telephone
01326 259248 Ext: 259248

I am a member of the Chartered Institute of Marketing (MCIM) and a chartered marketer with ten years’ experience helping students and professionals reach their marketing career potential.  Prior to teaching, I was an international marketing manager with Coats PLC, specialising in the intensely competitive yarns and threads business. This involved extensive travelling to bring the best fibres, colours and ideas to my customers. Since I started out, marketing has been revolutionised by digital developments and in response to this I conducted doctoral research into the role of web-based information systems in global marketing at Teesside University. Fashion Marketing is constantly evolving. It’s passionate, exciting and innovative. It’s also fiercely competitive, fast-moving and exhausting. And let’s be honest, its ethical track record is sometimes questionable. That part has to change. Ultimately, fashion marketing must strive towards genuine corporate social responsibility, so that we can enjoy the benefits fashion offers without unfair exploitation of people and planet.

Qualifications

YearQualificationAwarding body
2008
PGCE
Bradford Metropolitan University
2007
PhD Balancing Internal and External Market Orientation During Emergent Web Development
Teesside University
2003
MSc Multimedia Applications
Teesside University
1996
MBA
Teesside University
1986
Administración de Empresas
Instituto Universitario de Mercadotecnia, Caracas

Research interests

Research interests and expertise

Corporate social responsibility has become integral to the marketing communications of fashion brands. At the same time, consumers are seeking keener prices and investors demand ever higher profit margins. Through research into the international supply chain, consumer behaviour and media, we seek to develop and promote models of ethical practice in the fashion industry.

Continuing with the theme of a more democratic approach to fashion and the creative industries in general, I am interested in co-research and supervision of inquiry into the role of crowdfunding of creative enterprise. 

Research topics

Consumer behaviour
corporate social responsibility
crowd-sourced funding

Teaching

Areas of teaching

CIM qualifications
digital marketing
environmental strategy and marketing
Fashion marketing
social enterprise

Courses taught

BA (Hons) Fashion Marketing