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Mark Godson

Mark Godson

Principal Lecturer


I work in the Department of Management in Sheffield Business School. I have over twenty years of experience in sales and marketing management. My early years were spent in industrial sales for the Sheffield Company formerly known as Tinsley Wire. I then spent another five years as New Product Development Manager with the John Carr Group (building products) before moving to the Minit Group (retail) as UK Marketing Manager. Before moving into academia full time, I undertook marketing management and project management roles for several European funded projects at Rotherham College of Arts and Technology and Sheffield Business School (pre 2001).

I have been a full time academic since 2001 during which time I have been a Postgraduate Course Leader, a Subject Leader (for the Marketing subject group), a Postgraduate Programme Leader for the International Business and Marketing based degrees.  Since joining the university I have been heavily involved in international recruitment, initially developing faculty business in Taiwan.  My current role is Intenrational Recruitment Lead for South Asia including India, Bangladesh, Nepal, Sri Lanka and Pakistan; and also for China, Taiwan and Hong Kong.

Specialist skills/areas of expertise: Since becoming an academic, I have designed and led modules in most of the marketing subject areas, but my specialist teaching areas are Marketing Research, Retail Marketing, New Media Marketing and Relationship Marketing (my relationship marketing modules are based around my own text book which was published by Oxford University Press in 2009). Within these areas I am particularly interested in the management of relationships through the use of new technology and social media and this forms the base of a DBA research degree that I am currently studying. 

I am experienced in delivering moduels at levsl 4, 6 and 7, and particulalry enjoy teaching international students.

Research Interests: Relationship Marketing - customer empowerment through on-line communications; social media marketing; ethical and sustainable aspects of marketing.



  • 2001: C & G Further and Adult Education Teacher/Trainer Certificate, Other
  • 1996: Executive MBA, University of Sheffield
  • 1991: PGDip, Other
  • 1980: BSc Management Sciences (Marketing), Lancaster University
  • 2011: Social Media Marketing in the Microbrewery Sector (in progress), Sheffield Hallam University, United Kingdom

Principal Lecturer

Teaching expertise

  • Marketing


  • Social Media Marketing


Department of Management

Sheffield Business School


2004 to present: MBA; MSc International Business Management; MSc International Marketing, Sheffield Hallam University, United Kingdom

2001 to present: Marketing Research; Retail Marketing; Consumer Behaviour; Relationship Marketing; Multi Media Retailing, Sheffield Hallam University, United Kingdom


Book chapters

Godson, M. (2004). What the Customer is Looking For. In Doole, I., Lancaster, P., & Lowe, R. (Eds.) Understanding and Managing Customers. (pp. 164-187). New Jersey: Financial Times Prentice Hall (Pearson Education)


Godson, M. (2009). Relationship Marketing. (1). Oxford: Oxford University Press.


Godson, M. (2013). The impact of social media on relationship building.

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