Dr Nicola Thomas

Job: Associate Professor, Marketing

Faculty: Business and Law

School/department: Leicester Castle Business School

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

T: 0116 2577235

E: nthomas@dmu.ac.uk

W: http://www.dmu.ac.uk/bal


Personal profile

Dr Nicola Thomas largely approaches marketing from a dynamic systems perspective. This research focuses on: Affective-Cognitive Systems; Market(ing) Systems; Entrepreneurship Ecosystems; Socio-Technology; and Human-Earth Interactions. Given the highly complex, opaque and unsustainable issues generated by the global fashion system, her systems work is often applied to (un)sustainable fashion practices. Furthermore, as systems science should be grounded in social theory, Nicola uses critical realism as her meta-theoretical 'underlabourer'. 

Research group affiliations

Research Centre for Entrepreneuship and Innovation (Business and Law Faculty)

Creative Industries Research Group (Cross Faculty)

Research interests/expertise

  • Sustainability Marketing
  • Social Marketing (in particular river catchment health)
  • Retail Marketing
  • Customer Insight

Areas of teaching

Customer Insight (Level 5, Module Leader)

Marketing Decision Making (Level 4, Module Leader)

Marketing Dissertation Supervisor (Levels 6, 7)

PhD Supervision

Sustainability Marketing (Level 5, Module Leader, in development for 2016/17)

Marketing Planning & Management (Level 6, Module Tutor)

Marketing Principles (Level 3, Module Tutor)


BSc, First Class Honours


Externally funded research grants information

JISC Access to Resources grant; Principal Investigator, responsible for successful grant application (£97,878) to deliver research into content ‘depth tailoring’ using digital technologies to transform and sustain UK retail sector.

Internally funded research project information

Higher Education Innovation Fund grant; Responsible for winning innovation fund (£24,970) to seed finance a digital platform to increase profitability among retail SMEs. Please refer to www.fashionpurpose.co.uk – a work in development.


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