Mrs Ellie Hickman

Job: Senior Lecturer

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: +44 (0)116 207 8242




Personal profile

Ellie is an experienced Senior Lecturer in Marketing and Advertising with over ten years of teaching experience at both undergraduate and postgraduate level. She is a post-graduate level strategic marketing professional with extensive practical experience having worked in industry for over 20 years in marketing related roles and as an active marketing consultant. Ellie is research active and has published recently in both the Journal of Business Research and Journal of Hospitality Marketing & Management

Research group affiliations

The Centre for Enterprise and Innovation (CEI)

Publications and outputs

  • Manthiou, A., Hickman, E., and Klaus, P. (2020). Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research. Journal of Retailing and Consumer Services, 57, 102218.
  • Kharouf, H., Biscaia, R., Garcia-Perez, A. & Hickman, E. (2020). Understanding Online Event Experience: The Importance of Communication, Engagement and Interaction. Journal of Business Research.
  • Hickman, E., Kharouf, H. and Sekhon, H. (2019). An omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experience. The International Review of Retail, Distribution and Consumer Research.
  • Pritchard, A., Cook, D., Jones, A., Bason, T., Salisbury, P, and Hickman, E.  (2018). Professional sports teams: Going beyond the core. International Journal of Sports Marketing and Sponsorship.
  • Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E., & Mortimer, G. (2018). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing & Management, 1-23.

Research interests/expertise

Customer experience and loyalty, Omnichannel retailing, Trust, Online experience

Areas of teaching

Integrated Marketing Communications, X-Culture Lead, Strategic E-Marketing, Digital & Social Media Context of Business, Executive Company Projects, Brand Management, Advertising & Communications.


MA Advertising & Marketing, PGCHE

Courses taught

BA Marketing, BA Advertising & Communications & BA Business & Marketing

Membership of external committees

CIM Faculty Lead and member


Membership of professional associations and societies

Senior Fellow of HEA

Conference attendance

Hickman, E., Manthiou, A., Klaus, P. and Kharouf, H., (2023). Are positive customer emotions always good and negative always bad? The role of emotions and the consumption outcomes. AMS WMC Conference 2023 – Kent, UK.

Kharouf, H.,  Nurul Alam, M.,  Lund,  and Hickman, E., (2023).  Impact of Brand Coolness and Virtual Presence Following a Product Failure: An Abstract. AMS Annual Conference 2023, New Orleans, USA.

Hickman, E., Kharouf, H., Biscaia, R. & Garcia-Perez, A. (2019). Digital customer experience: identifying the drivers and outcomes of successful mega events. International Research Symposium on Service Excellence in Management (QUIS16) – Karlstaad, Sweden.

Jackson, O & Hickman, E (2017). Does brand familiarity have any impact on repairing trust between a company and customer in the time of crisis? BCUR conference, Bournemouth, April 2017.

Hickman, E (2015). Holistic hybrid (Omni-channel) approach to retailing and customer experience: A review, conceptual framework and future research directions. International Research Symposium on Service Excellence in Management (QUIS14) – Shanghai, China.

Hickman, E & Blackstock, K (2015). Knowledge Transfer Partnerships: Benefits of Knowledge Exchange and Enterprise Network (KEEN) projects. BES internal conference, Coventry, July 2015.

Hickman, E (2014). The conceptualisation of building and enhancing customer experience using an Omnichannel approach, Academy of Marketing, Bournemouth.

Consultancy work

Ellie is an active marketing consultant working with SMEs to deliver integrated marketing campaigns for clients.