Skip to main content
Dr Anthony Samuel

Dr Anthony Samuel

Senior Lecturer in Marketing and Strategy

Cardiff Business School

+44 (0)29 20874410
B16, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU

Anthony has been lecturing in the University sector for the past 15 years and before joining Cardiff University was previously a Senior lecturer in Marketing and Business Ethics at the University of South Wales and The University of Wales Trinity Saint David.

Anthony is presently course lead for year 2 Business and Management Undergraduate students and teaches on the following modules:

  • BST141 Strategic Marketing Management
  • BST190 Innovation Management


  • PhD (Cardiff University)
  • MBA (Lincoln University)
  • BA (Hons) Business Enterprise (Wolverhampton University)
  • Certificate of Higher and Further Education (Cardiff University)

Media contributions

ITV News: Commentary on the decline of British Home Stores (BHS) 25th April 2016

Honours and awards

  • WISERD: ESRC Event fund, (2016) ‘Understanding Social Enterprise scale up’, £3,000.
  • University of South Wales Research Institute (2015) ‘Publication grant’, £5,000.
  • Early Stage Development Fund (2013) Welsh Government Centre of Excellence in Ceramics feasibility study, £6,000
  • European (INTERREG) (2011/ 2013) ‘RE:ACT project: Empowering communities sense of place’, £424,664
  • European (Leonardo) (2010 / 2012) ‘Hercules project: social media marketing for tourism’, £242,821
  • Welsh Assembly Government (2008/2010) ‘Greening Business’, £37,484

Professional memberships

  • Fellow and Chartered Marketer (Chartered Institute of Marketing)
  • Macromarketing Society
  • Fellow of the Higher Education Academy








Research interests

Anthony’s qualitative research (Grounded Theory) in marketing systems and dynamics encompasses a cross disciplinary perspective on sustainable and ethical consumption. His areas of interest are

  • Grounded Theory,
  • Fair Trade Marketing,
  • Place Marketing,
  • Ethical / Sustainable Consumption and Consumer Behaviour
  • Social enterprise.