- Room 222, Cookworthy Building, Drake Circus, Plymouth, PL4 8AA
- +44 1752 585726
- ben.siu@plymouth.ac.uk

Profiles
Dr Ben Siu
Lecturer in Marketing (Education)
Plymouth Business School (Faculty of Arts, Humanities and Business)
Biography
Biography
- Associate Head of School: Marketing and Admissions
- Programme Manager - BSc (Hons) Marketing and BSc (Hons) Marketing with Foundation Year
- Lecturer in Marketing
Qualifications
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.
- 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
- Certified Member of the Market Research Society (MRS)
- Fellow of the Higher Education Academy
Roles on external bodies
- Chief Examiner - Market Research Society
Teaching
Teaching
Teaching interests
Research
Research
Research interests
My research interest includes the following:
- Service Marketing
- Technology Enhanced Marketing
- Consumer Heuristics
- Behavioural Economics
- The thesis 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
Doctoral Supervision:
- How we decide: The relationship between implicit moral identity, moral emotions and moral intuition during moral dilemmas in fundraising (Completed)
- Identity transitions – What is the impact on charity donors when their chosen charity undertakes a major identity transition (In-Progress)
Publications
Publications
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.
Siu, B. (2022). Market Research and Insights. In Studious Marketing Collection, Studious Digital Education
Siu, B. (2021). Data Analytics: Data Collection Strategies. In Sage Business Skills, SAGE Publications Inc.
Siu, B. (2020). Marketing Research Process: Defining a Problem, SAGE Publications Ltd
Siu, B. (2020). Research Design for Marketing, SAGE Publications Ltd
Siu, B. (2020). Sampling for Marketing Research: Who, How, What, Where, and Why?, SAGE Publications Ltd
Siu, B. (2020). Quantitative Marketing Research with a Beginner’s Guide to Qualtrics, SAGE Publications Ltd
Siu, B. (2020). Qualitative Marketing Research, SAGE Publications Ltd
Siu, B. (2021). Data Quality in Assessing Data Quality: Sage Business Skills, SAGE Publications Inc.
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Siu, B. (2021). Starting a Research Project in Determining Business Objectives: Sage Business Skills, SAGE Publications Inc.
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Siu, B. (2021). Using Excel in Demystifying Excel: Sage Business Skills, SAGE Publications Inc.
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Siu, B. (2021). Diversity in Research in: Sage Business Skills, SAGE Publications Inc.
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Personal
Personal
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