Kaixi Xu

Dr Kaixi (Kathy) Xu is a Lecturer in Marketing and Creative Cultural Industries (MCCI) at the Sheffield University Management School. She teaches undergraduate and postgraduate modules, including Marketing Management, International Consumer Behaviour, and Managing Museums & Cultural Heritage Sites. Kathy completed her PhD at the University of Sheffield and holds undergraduate and master's degrees from the University of Manchester.

• PhD in Cultural Consumption (University of Sheffield)
• MSc in Arts Management, Policy and Practice (University of Manchester)
• Undergraduate degree in Arts Management (University of Manchester)

Her research explores the role of arts in migrant acculturation, focusing on ethnic diversity in UK cultural sectors. Key interests include cultural consumption patterns, audience engagement, and migration studies.

Kathy is an Associate Fellow of the Higher Education Academy, emphasizing active student participation in learning. She supervises MSc dissertations and leads modules on museum management and cultural events.

• Module Leader: MGT6159 Managing Museums & Cultural Heritage Sites
• Teaching Areas: Marketing Management, Contemporary Marketing Practices, Critical Theories in CCI

Awards: Associate Fellow of the Higher Education Academy.