Dr Kaixi (Kathy) Xu
Management School
University Teacher in Marketing and Creative Cultural Industries (MCCI)
+44 114 222 3265
Full contact details
Management School
D037
ºù«Ӱҵ University Management School
Conduit Road
ºù«Ӱҵ
S10 1FL
- Profile
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Dr Kathy Xu is a University Teacher in Marketing and Cultural Creative Industries (MCCI) at SUMS. She embarked on her teaching journey in 2019 when she was a doctoral researcher at the Management School. Kathy has been involved in delivering tutorials and seminars to undergraduate and postgraduate students across a range of modules in marketing and CCI.
Kathy gained her PhD from the University of ºù«Ӱҵ and completed both her undergraduate and master degrees at the University of Manchester. Having received her Master’s degree in Arts Management, Policy and Practice, she developed a deep interest in cultural consumption and narrowly addressed the issue of lack of ethnic diversity (e.g. ethnic consumers) in the UK arts and culture sectors as part of her doctoral research.
Kathy has various working experience in managing festivals and engaging audiences (both locally and internationally) in the UK. She also has experience working in the retail industry as part of the L'Oréal Group.
- Research interests
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Kathy is a qualitative researcher currently engaged in a research project that explores the role of the arts in the acculturation process of migrants (to the UK). She is interested in the areas include: arts and cultural consumption, audience research, consumer research and migration studies.
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Teaching interests
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Kathy is an Associate Fellow of the Higher Education Academy (awarded by Advance HE). Her teaching philosophy revolves around fostering an environment in which students are encouraged to actively participate in the learning process. She is dedicated to guiding them on a journey of discovery that enables a profound comprehension of the subject matter.
- Teaching activities
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Kathy is currently the module leader for MGT6159 Managing Museums & Cultural Heritage Sites and is also responsible for supervising MSc dissertation projects.
She delivers lectures and tutorials on a number of modules in Marketing and CCI, which include:
- MGT6145 Marketing Management
- MGT6180 Contemporary Marketing Practices
- MGT6182 International Consumer Behaviour
- MGT61074 Introduction to Critical Theories and Concepts in the Creative and Cultural Industries (CCI)
- MGT6121 Managing Festivals, Events & Creative Performances
- MGT6159 Managing Museums & Cultural Heritage Sites