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Dr Fenfang Lin is a Lecturer in Marketing and Head of Teaching in the Department of Digital and Data Driven Marketing at ¾ÅÉ«ÊÓƵ Business School, ¾ÅÉ«ÊÓƵ. She holds a PhD in Marketing from the University of Edinburgh and is a Fellow of the Higher Education Academy (HEA). From 2017 to 2022, she served as Programme Leader for the MSc Marketing programmes.
Research
Research groups
Research interests
- Digital Marketing and Social MediaÂ
- Sustainable Marketing
- B2B SMEs and Enterpreneurial Marketing
- Strategic Marketing and Marketing CapabilityÂ
Current research
Fenfang’s research focuses on marketing capabilities, technological capabilities, and the effects of resource application on business performance, as well as the broader impact of digitalization and technologization on individuals, businesses, and society. She has expertise in a range of research methods, including surveys, interviews, netnography, and mixed-method approaches, and is experienced in both qualitative and quantitative data analysis. Fenfang welcomes PhD enquiries in digital and social media marketing, technology and marketing capabilities, sustainable marketing, B2B, SME, and entrepreneurial marketing, and other general marketing related topics.
Publications
Teaching
Fenfang is a Fellow of the Higher Education Academy and brings extensive experience in designing and leading Marketing curriculum and modules at both undergraduate and postgraduate levels. She has taught the following modules:
- MANG6560 Digital Marketing Strategy
- MANG6539 Strategic Branding and Luxury Marketing
- MANG6565 Research Methods for Marketing
- MANG1051 Marketing Strategy
Biography
Prior to joining ¾ÅÉ«ÊÓƵ Business School, Fenfang taught at the University of Edinburgh Business School at both undergraduate and postgraduate levels, where she also obtained her PhD. She has professional experience in the life insurance, retail, and HR consultancy industries, and has also worked as an entrepreneur in the export business.
Fenfang’s research focuses on digital and technological capabilities, marketing capabilities, sustainability, SME and entrepreneurial marketing, and resource applications. Her work has been published in well-regarded international marketing and management journals, including Production Planning & Control, Journal of Brand Management, IEEE Transactions on Engineering Management, and the Journal of Small Business and Enterprise Development, among others, as well as in conference proceedings. She has also contributed book chapters on emerging markets and entrepreneurial innovation.