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Dr Paul Cook

Senior Lecturer

Department: Sport, Exercise and Rehabilitation

Paul is a senior lecturer in sport management, with a teaching portfolio focused on marketing and entrepreneurship. He joined the university in 2006 having previously worked as a project development consultant. Working with a diverse range of partners across multiple business sectors, Paul secured millions of pounds of funding through open and competitive tendering. He also contributed his expertise to several strategic planning groups and knowledge exchange ventures.

Currently, Paul leads a marketing module on the MSc International Sport Management programme and the entrepreneurial focused Sport Event Management module for final year BSc Sport Management students. He is also the Director of Trans-National Education for the Department of Sport, Exercise, and Rehabilitation. In this role, Paul is responsible for developing, managing, and operationalising international partnerships. He is a member of the University International Committee, and programme mapping group.

Paul Cook

Research Themes and Scholarly Interests

My research interests are assembled in the humanist tradition. Specifically, my research has explored human interactions from dyadic exchanges to the construction of social networks. I favour a positive sociology approach, to examine what can be learned from individuals who act collaboratively to co-create solutions to life’s problems. The aim of the research is to give voice to marginalised and those who support them. I use data collection techniques such as ethnography, netnograophy, reader-response, interviews, and historical analysis. I also conduct research exploring consumer culture, in issues related to self-identity, interpretive strategies, and behaviour change. This research focuses on the cultural strategies’ marketers can adopt to ensure that they are perceived as authentic, non-co-opting, and consumer-centric. The aim is to provide a competitive advantage in an increasingly cynical marketplace.

My pedagogic research explores the student journey, from deciding which university to attend to reflecting on the learning experience. In these research projects I focus on student interactions and motivations. The research bridges the critical and neoliberal agenda, to examine the journey to employability. The aim is to inform higher educational practices and processes.

Key Publications

PGR Supervision

  • Kimberley Hardcastle Co-creating brand meaning in the post-modern era: understanding consumer awareness of branding in the English Higher Education sector Start Date: 16/02/2015 End Date: 17/12/2020
  • Michael Wood Spectator segmentation, and preferences for enhancements in an EPL stadium in the digital era Start Date: 01/06/2017


  • Marketing PhD December 12 2013
  • Teaching & Learning PCAPL October 11 2007
  • Sports Science MA September 01 2003
  • Fellow (FHEA) Higher Education Academy (HEA) 2006
  • Member (MCIMPSPA) Institute of Sport, Parks and Leisure 2004

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Northumberland Building
City Campus
Newcastle upon Tyne

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