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Dr Paul Copley

Senior Lecturer

Department: Newcastle Business School

Dr Paul Copley is currently Senior Lecturer in the Newcastle Business School and Programme Leader for the MSc Business with Business Analytics, Business with Marketing Management and Business with Logistics and Supply Chain Management programmes at Newcastle Business School. Paul led the Masters in Marketing Programmes in the NBS for fifteen years until 2016 when he moved on to lead the MSc International Business Management programme until 2019. Paul has recently completed two secondments at Northumbria University’s Amsterdam Campus where he helped set up and run the MSc Business with International Management and MSc Business with Business Analytics degrees in partnership with the Amsterdam University of Applied Sciences between 2018 and 2020. Since 2012 he has also led postgraduate Academic and Professional Development at the Newcastle, London and subsequently Amsterdam Campuses.

Paul holds honours degrees at undergraduate level and at master’s level (MA Marketing Management, Lancaster University Management School, and MPhil, Business Education, Newcastle University School of Education) and a PhD (Marketing in SMEs, Newcastle Business School, Northumbria University, examined by professors from both Stirling and Ulster Universities in the UK). Paul’s most recent teaching revolves around Marketing Communications, Entrepreneurship and Marketing Planning for SMEs, Business to Business Marketing Planning and Marketing at the Marketing/Logistics Interface,

Paul Copley

Campus Address


Research Themes and Scholarly Interests

Paul has experience of marketing and management in several multinational corporations in the UK and overseas and the development of actual and potential smaller enterprises. His broad research interests are in marketing and education. More focussed interests include power asymmetry between large and smaller enterprises. He has involvement with professional bodies such as the Academy of Marketing and the Market Research Society.

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Carrying Newcastle coals to Amsterdam: the launch and running of a business and management master’s degree at a new international campus, Copley, P. 14 May 2019, Learning, Teaching & Student Experience 2019
  • The experiential learning process on the small enterprise marketing/logistics and supply chain management interface: a conceptual model for the practical classroom, Copley, P. 24 Apr 2018, CABS Learning, teaching and student experience conference
  • Unravelling power asymmetry challenges for smaller enterprises that engage with larger players: a case of a small business brand and a much larger, international retailer , Copley, P., McLean, A. 26 Oct 2016, ISBE 2016
  • For the love of AIDA – developing the Hierarchy of Effects model in SME social media marketing strategy, Copley, P. 11 Nov 2015, Institute Small Business and Entrepreneurship (ISBE) Conference 2015
  • Marketing Communications Management: Analysis, Planning, Implementation [2nd ed.], Copley, P. Oct 2014
  • The use of Corporate Social Responsibility (CSR) within strategic alliances as a tool to enhance SME relational marketing, Copley, P. 5 Nov 2014, ISBE 2014 (37th Institute for Small Business & Entrepreneurship Conference)
  • Off-line, face-to-face networking as a key marketing tool – how SME managers can learn to be competent at networking, Copley, P. Nov 2013, ISBE 2013 Conference - Enterprising Matters
  • The importance of social media to SME marketing – how it was used at the Baggers Original childrenswear brand, Copley, P., McLean, A., Siddle, A. Nov 2013, ISBE 2013 Conference - Enterprising Matters
  • The key dimensions of luxury from a UK consumers’ perspective, Walley, K., Custance, P., Copley, P., Perry, S. 2013, In: Marketing Intelligence & Planning
  • The need to deliver higher order skills in the context of marketing in SMEs, Copley, P. Dec 2013, In: Industry and Higher Education

PGR Supervision

  • Hans Kleber Entry and Post-Entry Operations in the Saudi Arabian Market: A Qualitative Study of German SMEs (Mittelstand) in the Metal-Forming Machine Tool Sector Start Date: 07/10/2013 End Date: 29/09/2017
  • Hans Kleber Entry and Post-Entry Operations in the Saudi Arabian Market: A Qualitative Study of German SMEs (Mittelstand) in the Metal-Forming Machine Tool Sector Start Date: 07/10/2013 End Date: 29/09/2017

Further Information

Paul spent a number of years advising actual and potential micro businesses and SMEs across the range of marketing and management activities. This included running short course/training programmes and consulting for a wide range of small private and public enterprises. Before that, Paul was a Marketing Services Manager and Publicity Manager in the Construction, Plant and Equipment industry (British MNC), an International Product Manager in the Healthcare and Hospital Products industries (American MNC) and has New Product Development experience in the Power Tools industry (American MNC).

In his Higher Education roles, Paul has developed programmes for actual and potential small businesses, for undergraduates and for postgraduates. His experiences of education, training and consultancy has involved work in the UK and internationally including work in Spain, Greece, Russia, Malaysia, Singapore, Hong Kong, Ireland, France and the Netherlands. Paul has experience as External Examiner in marketing and management subjects and programmes with a number of national and international universities at undergraduate, postgraduate and corporate levels, including work for UK, American, pan-Middle Eastern, Indian and Greek Universities.

Paul’s second book and companion website on Marketing Communications Management was published by Sage Publishing. Paul Has also published a number of conference papers and journal articles having regularly contributed to the Academy of Marketing (and a prize winner), the Institute of Small Business and Entrepreneurship (ISBE), CABS (the Chartered Association of Business Schools) and other international conferences. Paul’s articles have been published in journals such as Industry and Higher Education, Marketing Intelligence and Planning and the Journal of Travel and Tourism Marketing. Paul has reviewed for various business and management journals and is a member of the editorial board of the Journal of Consumer Behaviour. He is active with the Academy of Marketing, ISBE, CIM, CABS and is a Certified Member of the Market Research Society (CMRS).


  • PhD February 15 2008
  • Education CertEd June 30 1990
  • Education MPhil June 15 1989
  • Marketing MA October 15 1978
  • Member Standing Conference on Organisational Symbolism 2000
  • Certified Member Market Research Society (MRS) 1978

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