معرفی
Dr Sophie Yang is a Senior Lecturer in Marketing at the School of Marketing and Management, Coventry University, under the Faculty of Business and Law. Her career bridges industry marketing experience with academic research, focusing on services marketing and consumer behavior in educational contexts.
- PhD in Marketing (Bournemouth University, 2008)
- MA in International Marketing Management (Bournemouth University, 2003)
- Postgraduate Certificate in Higher Education (Coventry University, 2009)
Sophie’s research explores evolving consumer experiences in services and higher education, emphasizing context-specific realities through qualitative methodologies. She investigates how universities can leverage emotion management, e-WOM, and co-creation strategies to enhance student engagement and recruitment. Her publications span journals like the Journal of General Management, case studies, and book chapters analyzing consumer behavior in education and digital marketing trends.
Her teaching covers Services and Retail Marketing, Applied Marketing, and Marketing Research. She contributes to interdisciplinary projects examining global education markets and cross-cultural marketing dynamics.
