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Kimberley Hardcastle


Department: Newcastle Business School

Kimberley is a Marketing academic, specifically Branding, with management and teaching experience in a range of roles within higher education and business management. Kimberley has extensive industry experience in business and event management, specifically marketing, promotion and brand building. Having managed a venue with a regular turnover of £3.5-4 million per year, which resulted in business of the year 2011 and manager of the year 2008 & 2012, to name a few achievements in industry. Kimberley has been in academia since 2011 and joined Northumbria University in 2014. Whilst working at the Newcastle Business School (AACSB), Kimberley has worked with academics and practitioners from a number of different fields. As part of her senior managerial roles, Kimberley is Programme Leader for Business with Marketing Management and leads on a Branding module on the MSc Business with Marketing Management Programme. Other senior roles include Department Ethics Lead; this includes ensuring the department adhere to the very stringent ethical procedures set out by the university when undertaking research. Kimberley is also an external examiner at the University of Cumbria. She is undertaking doctoral research, and has been awarded Fellowship of the HEA. Her research interests include branding, consumer culture, consumer identity and marketing communication.

Kimberley Hardcastle

Campus Address

Room 235 City Campus East One
Northumbria University
Newcastle upon Tyne


  • Education PGCE September 01 2011
  • MSc January 31 2007
  • Fellow (FHEA) Higher Education Academy (HEA) 2017

Research Themes and Scholarly Interests

  • Branding, Consumer Culture, Consumer Oriented Identity Projects, Marketing Communications, Sport & Events




    Fellow of the Higher Education Academy (FHEA)


    Member of the Academy of Marketing (AOM)


    Member of the European Association of Sport Management (EASM)




    Kimberley was awarded The Alberto Madella Scholarship Fund (EASM, 2018), which was created in recognition of the contribution to EASM and the field of Sport Management. This award is highly competitive and decisions are based on the quality of contribution to the conference.


    Kimberley has previously worked with the NBS Marketing Internship programme to provide students the opportunity to secure first-hand marketing experience working within a regional SME. In addition to this, Kimberley has also worked on other projects with the Business Clinic, which is an innovative education programme and is part of Northumbria University’s award-winning Business School.


    Helping business and professionals boost performance by keeping one step ahead in the marketing game is an integral part of the Newcastle Business School ethos. The Marketing, Travel and Tourism Management group (MTTM) has a track record of providing small-to-medium-sized enterprises (SMEs) as well as multinational companies with the latest strategic marketing know-how. The group's highly skilled staff offer a combination of industry experience and academic expertise and can provide real added-value solutions for businesses and help them grow by overcoming the many challenges that can lie in their way.




    1. Hardcastle, K, (2018) ‘How much does the university sport brand impact students journey and identity construction in English higher education?’ 26th European Association of Sport Management Conference. Malmo, Sweden. 5th-8th of September 2018.


    1. Hardcastle, K., Cook, P., Sutherland, M., (2016) ‘The co-production of interpretive communities within the English higher education context, as defined by sport consumers’. 24th European Association of Sport Management Conference. Warsaw,Poland.


    1. Hardcastle, K., Sutherland, M., (2016) ‘Engaging the consumer: A Netnography of the student journey within the English HE sector’. 49th Academy of Marketing Conference. Northumbria University, Newcastle.


    1. Hardcastle, K., Cook, P., Sutherland, M., (2016). ‘A Netnographic Approach to the Co-Production of Interpretive Communities within the English Higher Education Context as Defined by Sport Consumers’. 49th Academy of Marketing Conference. Northumbria University, Newcastle.

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