Dr Ben Siu
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. 


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

  • 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

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

MKT5007 - Consumer Insight, Innovation and Marketing Planning
MKT309 - Marketing Dissertation



Research

Research

Research interests

My research interest includes the following:


  • Service Marketing
  • Technology Enhanced Marketing
  • Consumer Heuristics
  • Behavioural Economics

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

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.

Internet Publications

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


Other Publications

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