Dr Nicola Thomas

Job: Senior Lecturer in 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: www.dmu.ac.uk/bal


Personal profile

Dr Nicola Thomas holds over 25 years experience in both commercial and academic settings. Nicola has worked for both large firms, e.g. Seagram Distillers (London) and American Express Bank (New York) in the earlier years, as well as for smaller agencies. Nicola co-founded a communications agency, Green Logic, which focused on sustainability in Sydney, as well as forming an award-winning digital publishing firm in London. Nicola’s academic career has involved a social psychology/marketing PhD in 2005 by the University of Queensland, Australia. In more recent times, she completed a post-doc at Aberystwyth University, before becoming a Senior Research Associate focusing on the UK retail sector. Since joining DMU, she is a Senior Lecturer in Marketing, and specialises in customer insight and sustainability marketing. Nicola was recently awarded a coveted Higher Education Innovation Fund to develop an innovative platform to help SME fashion retailers increase their firm performance.

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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