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Dr Shelagh Ferguson, Senior Lecturer

MA (Lincolnshire & Humberside Univ, Britain), PGDip (The Chartered Institute of Marketing, Maidenhead, England), BA (Herriot Watt), PhD (Otago)

Room Otago Business School 4.33
Tel +64 3 479 8452

I have taught and researched in the areas of marketing and tourism since 1996. In 2002 I joined the Marketing Department, after moving to New Zealand from the UK for a better quality of life and to undertake a doctorate. My thesis investigated consumer narratives of commercial adventure experiences in relation to Generation Y, aspirations of 'cool' and identity creation.

My current research focuses on bringing the everyday fabric of our lives into sharp perspective to challenge and critically review our collective and individual marketplace practices. If we can see clearly how and why we act as we do in the marketplace then we collectively and individually can make informed decisions regarding our agency and be smarter consumers for the benefit of ourselves and society. I apply this approach to the contexts of tobacco control and gendered marketing. Other interests centre on nuanced understanding of consumer experience utilising interpretive, ethnographic and videographic research methods. My publications include the Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, Consumption, Markets & Culture, Marketing Theory, Annals of Tourism Research, Qualitative Marketing Research and Tobacco Control.

When away from the University, I can be found on the top of the nearest mountain on either skis, crampons or mountain bike, accompanied by my trusty dog.

Teaching responsibilities

Shelagh’s current teaching responsibilities include:

Office Hours

On RSL Semester 1 2020