Dr Markus Wohlfeil

Marketing and Retail Division 3B27 University of Stirling Stirling FK9 4LA United Kingdom

About me

I am a Lecturer in Marketing in the Department of Marketing & Retail at the University of Stirling, Scotland, UK, since March 2015. Previously, I have been a Lecturer in Marketing at University College Cork. Ireland, (2007-2010) and a Lecturer in Marketing & Consumer Behaviour at Norwich Business School, University of East Anglia (2010-2015). I have received a BBS (Hons) in Marketing Management from Dundalk Institute of Technology, Ireland, in 2001,a MBS (by Research only) from Waterford Institute of Technology, Ireland, in 2005 and a PhD from Waterford Institute of Technology, Ireland, in 2011. My PhD was an introspective study of a consumer's fan relationship with a film actress, which the external examiner Emeritus Professor Morris B. Holbrook, Columbia University, has passed without the requirement for any modifications.

Prior to my university education and academic career, I have worked for more than 10 years in retail management in the sports sector (among others for NIKE), where I have held a number of managerial positions. As my duties often involved managing the marketing communications mix, I also had the opportunity to work with ADIDAS on their Adidas Streetball Challenge and Adidas Predator Cup (event-marketing) campaigns. From 1992-1997, I also held the position of Director of Public Relations at the Tischtennis-Stadtverband Braunschweig e.V., while also acting as marketing/PR assistant for the TTFC Burgwedel Ladies Bundesliga Team from 1993-1996 - both on a voluntary basis.

Nearly all my life, I have also been fascinated by the film industry and filmmaking and, whereby I am also interested/involved in amateur filmmaking. To develop my skills further, I even completed an evening course in filmmaking & production at University College Cork in 2010 and followed up with a further course at BBC Voices in Norwich in 2012.

As a self-confessed movie buff, my research interests focus in particular on celebrity fandom, film consumption, film marketing, film tourism and thefilm industry in general. However, I’m also interested in experiential consumption or marketing related to other creative industries, such as music, theatre, literature, sports, video games or the arts. In addition, I have developed a strong preference for subjectivist research methodologies like ethnography, existential-phenomenology, videography and, of course, autoethnography/subjective personal introspection.

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