Dr Ben Siu

Dr Ben Siu

Lecturer in Marketing (Education)

Plymouth Business School (Faculty of Arts, Humanities and Business)

Lecturer in Marketing

Programme Manager - BSc (Hons) Marketing

Programme Manager - BSc (Hons) Marketing with Foundation Year


My background is in marketing and I have worked with local businesses in the South West. These include industries such as online marketing, facilities management, leisure industry and catering. 

My qualifications include:

BA (Hons) Marketing
MSc (d) Marketing Management and Strategy
Chartered Institue of Marketing (CIM) Level 6 Professional Diploma in Marketing
Market Research Society (MRS) Advanced Certificate
Institute of Data and Marketing (IDM) Professional Certificate in Behavioural Economics 
PhD - Success and Failure Factors of Foreign Direct Investment in Transnational Education

Professional membership

Member of the Market Research Society (MRS)

Fellow of the Higher Education Academy

Teaching interests

My teaching role is focused on Marketing Research, in particular how organisations plan, collect and utilise market information.

Module Leader - MKT208 - Marketing Research
Module Leader - MKT316 - Public Relations in the Digital Era
Module Leader - MKT717 - Research Methods for Decision Making
Module Leader - ENT101 - Entrepreneurial Thought and Action

Research interests

My research interest includes the following:

- Service Marketing
- Technology Enhanced Marketing
- Consumer Heuristics

The topic of my PhD is the Success and Failure Factors of Foreign Direct Investment In Transnational Education.

Research in Progress

Success Framework and Measures for International Branch Campuses - The Observatory on Borderless Higher Education
  • The report focuses on the facets that contribute to the success of an International Branch Campus, and how success can be measured. In the report, five success factors and numerous success measures are discussed in relation to how both higher education management and regulatory bodies can better manage international branch campuses. 

Other research

Reviewer for:

The British Academy of Management

International Journal of Nonprofit and Voluntary Sector Marketing

Research degrees awarded to supervised students

Supervision of Undergraduate Dissertations for:

BSc (Hons) Marketing

BSc (Hons) Business Management

Supervision of Postgraduate Dissertations for:

MSc Marketing Management and Strategy

Masters of Business Administration

MSc Business Management (Marketing)

MSc Social and Digital Marketing

Conference Papers

British Academy of Management Conference 2013 : Conference Proceedings

Siu, Y., Heffernan, T. W. & Lean, J. (2013). Success and failure factors of foreign direct investment in transnational education. British Academy of Management Conference (p. 1). London, UK: British Academy of Management.

Reports & invited lectures

Sage Research Methods Online Videos: Market Research 2020

1. Marketing Research Process: Defining a Problem

2. Research Design for Marketing

3. Sampling for Marketing Research: Who, How, What, Where, and Why?

4. Quantitative Marketing Research with a Beginner’s Guide to Qualtrics

5. Qualitative Marketing Research