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Dr Carolyn Strong

Dr Carolyn Strong

Reader in Marketing and Strategy

Cardiff Business School

+44 (0)29 2087 5286
R07, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU


I am a  Reader in Marketing at Cardiff Business School  where I teach marketing with a focus on ethical, environmental and social issues. I am currently the BSc Business Management Programme Director and a Cardiff Business School Public Value Engagement Fellow.

I am  Cardiff Business Schools Academic Director of Estates, a position which to date has successfully  implemented sustainability and circular economy  into  all of the Business Schools space development and refurbishment projects, in this role I am a nominated member of Cardiff University Health, Safety and Wellbeing Sub-Committee.  I currently a member of Cardiff Business School's Management Board.

Following my undergraduate studies in Liverpool, I joined  Royal Mail Parcelforce before becoming an academic at the then Polytechnic of Wales. I went on to study part time and gained an MBA and a MA in Marketing. Following this I  studied for a PhD in customer service strategy at Cardiff University.

I have published in Journal of Business Research, Marketing Letters, European Journal of Marketing and Journal of Advertising, among others. I will shortly publish  an edited collection of ethical and social marketing contributions; and I am working on a new book of small business enterprise interest.  I am the long standing  Editor in-Chief  of the Journal of Strategic Marketing where I strive to support publications from established academics, and to encourage early career academics to develop their work from conception  to publication.

I am a Director, Trustee and Welsh Convenor of EAUC – The Alliance for Sustainable Leadership Education. I work closely with  social enterprises and small sustainable organisations in Wales. My research interests focus on sustainability and the positive contributions marketing can make to society, in particular local communities, social enterprise and  ecological approaches to business.



My qualifications include a PhD, an MBA, an MA and an undergraduate BA

Academic positions

Polytechnic of Wales / University of South Wales

University of Bath

Cardiff University

Recent Visiting fellowships

University of Porto, Portugal

American University of Sharjah, UAE












I  currently lead and deliver teaching on various undergraduate and  postgraduate programs. My teaching this academic year includes:

  • Entrepreneurship and Business Start-ups, Final Year UG Business Management

  • New Venture Creation,  MSc Business Strategy & Entrepreneurship

  • Biulding a Brand, Help to Grow Management Programme

  • Project supervision, MSc Strategic Marketing


Recent student recognition

“Having a project where we can use our skills was for me the perfect way for assessing us and having a live project where we have to bring awareness to something is also such a good idea. In addition, having a lecturer that has kids of the same age really helps as you can connect more, you know what we like and don’t like, you understand when we are hungover and don’t want to come to lectures, you know how to communicate efficiently which most lecturers do not and don’t bother with doing”

 “All of my friends were jealous for not picking Marketing & Society after hearing the great projects, how we were being assessed, such a friendly nice lecturer, our several outings etc and wished they chose that instead of just another plain module”

 "Just down to you as a lecturer played (in my opinion) a huge part in why we all enjoyed your class because although we were learning it was very chill and made us look forward to your class instead of just a boring slide show with 250 students, 0 interaction or disconnection from the lecture”

“Experiencing more hands-on learning through working with real businesses and taking regular trips has been invaluable to me and something I wish more modules included so this was definitely a highlight of the module. Also, the smaller size of the module is something I hadn't realized could have such a positive impact on my learning. Actually being able to get to know everyone as well as you as our module leader has really helped improve my experience”

“This module I found to be the most insightful and enjoyable lectures, the close group work was an extremely useful and great way to break students into a new module and with relevant tasks creating motivation and buzz for the subject”

“I just thought I would drop you a message as I got my results today, and I am delighted to say I have received a first class honours! I wanted to say thank you so so much for all of your support throughout my University experience, you truly have been my favourite lecturer!”



My current interests focus on the following topics

  • Marketing’s contribution to society and the community
  • Public and social value engagement
  • Small business branding and brand management

My research is collaborative and has an impact on small businesses, policymakers and society engaging in dialogue to improve society and the environment. 

Recent publications

Strong, C Editor. Ethical Approaches to Marketing, Positive Contributions to Society. De Gruyter 2021.

Md. Abdullah Al Mamun,  Carolyn Strong, Md Azad. Kalam Abul (2020) Islamic Marketing: A Literature Review and Research Agenda. International Journal of Consumer Studies. Published online, forthcoming in print.

Naveen Donthu, Satish Kumar, Justin Paul, Debidutta Pattnaik, and  Carolyn Strong (2020). A retrospective of the Journal of Strategic Marketing from 1993 to 2019 using bibliometric analysis. Journal of Strategic Marketing Published online.

Justin Paul, Sreejesh S. Carolyn Strong, Jose Pius Nedumkallel (2020) Consumer Response in Social Media Advertising: Effect of Media Interactivity, its Conditions and Underlying Mechanism. International Journal of Information Management Published online,  forthcoming in print Volume 54.

Strong, C., B. Martin, H Seuny Jin, D. Greer, P. O’Connor (2019). Why do consumers research their ancestry? Do self-uncertainty and the need for closure influence consumer’s involvement in ancestral products? Journal of Business Research, 99, pp 332-337.

Keynote speaker on Brands and Ethics , 10th International Research Meeting in Business and Management. Ipag, Nice, 2019.

Greg Lavery and Carolyn Strong, How the circular economy can help universities save money, reduce greenhouse gas emissions and avoid waste.EAUC - The Alliance of Sustainability and Leadership in Education  Conference Manchester University 2019