Ms Nichola Phillips

Job: Associate Professor

Faculty: Business and Law

School/department: Leicester Castle Business School

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

T: +44 (0) 116 207 8072




Personal profile

Nichola Phillips is Associate Professor, Marketing in the School of Leadership Management and Marketing at De Montfort University and her current role includes module and programme leadership, teaching and research.  Nichola is passionate about curriculum innovation and is also a DMU Teacher Fellow. Nichola's research interests lie in identity, social media, narrative and storytelling  - with applications in PR and communications, consumer behaviour and entrepreneurship contexts.  Nichola is also co-author of Marketing: An introduction - a comprehensive undergratuate texbook published by SAGE now in its 5th Edtion. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London and interim Public Relations Manager (Europe, Middle East and Africa) for Microsoft's MSN. 

Publications and outputs

Masterson, R., Phillips, N. and Pickton, D. 5th Edition (2021) Marketing: an introduction. Sage Publications.

Masterson, R., Phillips, N. and Pickton, D. 4th Edition (2017) Marketing: an introduction. Sage Publications.

Key research outputs

Journal Articles:

Vershinina, N., Phillips, N. and McAdam, M. (2022) Online communities and entrepreneuring mothers: practices of building, being and belonging. Entrepreneurship & Regional Development

Phillips, N. and Broderick, A. (2014) Has Mumsnet changed me? SNS influence on identity adaptation and consumption. Journal of Marketing Management, 30 (9-10), pp. 1039-1057

Conference Outputs:

Vershinina, N, Phillips, N and McAdam, M (2019) Online communities and entrepreneuring mothers: Practices of Being, Building and Belonging. Proceedings of the Diana International Research Conference June 2-4, 2019 at Babson College, Wellesley, MA

Vershinina, N. and Phillips, N. (2017) Entrepreneuring mothers’ motivation and commitment from the perspective of possible selves. ISBE Institute of Small Business and Entrepreneurship.

Omar, S., Gill, D., Phillips, N. and Cook, J. (2017) An investigation of multi-stakeholder value co-creation processes: a conceptual model of customer engagement, co-creation, and their impact on customer satisfaction and behavioural intentions. 50th Academy of Marketing Conference, 3-6 July 2017, Hull University Business School

Phillips, N. and Broderick, A. (2016) Food for thought: Weaning and the socialisation of consumption choices on mumsnet. Academy of Marketing Annual Conference, Newcastle Business School, 4-7 July

Vershinina, N. and Phillips, N. (2016) Mumpreneurship matters: In search of alternative conceptualisation and contextualisation. Proceedings of the ISBE Conference 2016, Paris. 27th - 28th October 2016

Research interests/expertise

Current research interests include digital and transitional identities (recent projects have focussed on motherhood in the context of consumer behaviour and entrepreneurship) and the form and function of online consumption narratives.  

Areas of teaching

Public Relations, Corporate Communications, Social Media Marketing, Marketing Communications, Principles of Marketing


MA (Oxon) Experimental Psychology, Oxford University 1999

BA (Hons) Experimental Psychology (First Class), Oxford University 1996

PGCert HE (Distinction) De Montfort University 2012

Courses taught

Nichola is module leader for:

  • BMAP5003 Corproate and Brand PR
  • N50041 BA Marketing
  • N50041 BA Marketing (Block Taught)

Honours and awards

Nichola was awarded the Vice Chancellor's Distinguished Teaching Award in 2009

Nichola is currently a DMU Teacher Fellow

Membership of professional associations and societies

Fellow Higher Education Authority (FHEA)

Memberships of External Bodies

Eligible for full membership of Chartered Institute of Public Relations (CIPR) lapsed

Previous Teaching Experience

De Montfort University, August 2009 to date

Senior Lecturer in Marketing, Dept of Marketing, Faculty of Business & Law. UG and PG module leadership.  New module development.

De Montfort University, September 2008 – April 2009

Lecturer in Public Relations, Dept of Media, Film & Journalism, Faculty of Humanities UG and PG module leadership

Previous Professional Experience

Microsoft, September 2004 – April 2005
PR Manager, MSN Europe, Middle East and Africa                

The RED Consultancy, September 1998 – June 2004
Divisional Director
Clients: MSN, DHL, Ladbrokes, Britvic, Woodland Trust, Johnson & Johnson (Piz Buin, RoC, Johnson's Baby), Kelloggs, Advantica