by Dr Leah Gillooly

Reader in Marketing | Market Transformations Knowledge Platform Lead

In today’s world, we have access to vast resources of data, but a key skill for future leaders is knowing how to use them. Among the skills most sought after by graduate recruiters are problem solving, analytical thinking, creativity, innovation, research and information gathering. Therefore, here in MIBT we embed research-informed teaching into all our undergraduate and postgraduate programmes to equip our students with the skills needed to succeed in graduate roles.

Many of our academics are actively engaged in carrying out research in areas of marketing, international business and tourism and we showcase this research within our programmes, sharing findings and exploring how they can be used to inform business decision-making. Here is a taste of some of the ways our research activities underpin and enhance our programmes as part of our commitment to transform students’ thinking, preparing them for their future careers.       

Our Level 5 Consumption Behaviour module encourages students on BA(hons) Marketing, BA(hons) Business & Marketing and BA(hons) Advertising and Brand Communications to take a critical look at consumer culture, showcasing the research being done by MIBT academics in areas such as selfie-editing, rental clothing and liquid consumption, ethnicity, consumption and food, and atmosphere and consumption. To put this learning into action, students conduct a multi-sensory analysis of Manchester Met’s cafes, demonstrating how they can apply their learning and critical thinking skills in interactive tutorial activities and assignments.

At postgraduate level, the MSc Place Management and Leadership programme embeds the Institute of Place Management’s (IPM) research on transforming places throughout each module of study. This includes research into revitalising high streets, high street viability, place leadership, place branding, placemaking in relation to lighting and football, and place atmospheres. The students learn about this research in lectures, residential workshop activities, and fieldtrips to Altrincham high street and Manchester City Football Club, and they are encouraged to apply these learnings within their assignments, final research project, and professional practice as place managers. Students also have the opportunity to present at and attend the IPM’s Research Seminar Series as part of their course, which is embedded into the in-person student residentials for each module of study.

MSc Place Management & Leadership students and staff visiting the Etihad Stadium

Our students are also actively involved in conducting research across different modules, including dissertations and research projects. On the Digital Skills/Research Methods module, the tutor uses their own research to show BA(Hons) International Business Management students how to select research designs and apply data collection and analysis methods. This learning feeds directly into module assignments and the final year dissertation, equipping students with vital employability skills in the area of research.

As part of the Tourism Destination Fieldwork module, BA(Hons) International Tourism Management students do a period of fieldwork, collecting and analysing data, most recently focusing on the impacts of tourism in Athens, Greece. This module offers students first-hand experience of doing applied research in real tourism contexts, giving them a fantastic piece of evidence to show their research and analytical thinking skills to prospective employers.

Images from the fieldwork trip to Athens, Greece in March 2024

Many of our postgraduate students undertake a Live Client Brief module, where they collect and present primary data as part of a presentation and report to a client organisation. This gives students first-hand experience of collecting and interpreting data to address real-life business challenges, showcasing the value of research in practice.

If you want to find out more about our research activities, please take a look at our staff profiles.