معرفی
Scott Mills is a Senior Lecturer in Marketing at Nottingham Business School, Nottingham Trent University, teaching undergraduate and postgraduate modules while serving as Assistant Course Leader for the BA Marketing degree programme. He joined the institution in November 2020 after completing his PhD at the University of Liverpool, where his thesis ethnographically investigated live stand-up comedy through experiential consumption.
Research Interests: His work spans consumer culture theory, experiential consumption, critical marketing, cultural anthropology, arts marketing, and celebrity branding, with strong emphasis on learning and teaching scholarship focused on sustainability integration in higher education. He employs interpretivist and subjectivist approaches, utilizing ethnography, introspection, depth interviews, fieldwork, and visual methods like photo essays.
Publication Trends: Recent work examines spontaneity in extraordinary consumer experiences (2023) and analyzes celebrity brand fabrication through scandalous narratives using Russell Brand as a case study (2015, 2018), reflecting his dual focus on experiential consumption and critical analysis of celebrity culture within marketing contexts.
Academic Engagement: As an active member of the Marketing and Consumer Studies (MACS) Research Centre, he supervises MSc Marketing students on consultancy projects and doctoral candidates (with one completion to date), while collaborating with professional bodies like the Chartered Institute of Marketing to secure student accreditations.
