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Dr Phil Megicks BCom, MBA, PhD, DipM, PGCE, FCIM

Associate Professor in Marketing

Dr Phil Megicks's photo

Phil Megicks is an Associate Professor in Marketing. His research interests include consumer behaviour particularly with regard to the effects of ethical and sustainability motives on buying decisions in different contexts. He also looks at similar themes from an organisational perspective, with a specific focus on small service businesses and the food, tourism and retail sectors. His research highlights the complexities of buyer and organisational decision making, and the critical importance of understanding the nexus between the two in order to ensure effective outcomes for consumers, businesses and society at large.

Dr Megicks has significant experience in the University sector having previously held a number of leadership positions and a professorial role. He has taught at all levels, including professional body qualifications. He has substantial PhD supervision experience with approaching 20 successful completions as Director of Studies. His research is eclectic across the broad spectrum of aspects of marketing and strategy but primarily focusing on the significance of enacting marketing for organisational success, and the trade-offs that consumers encounter in their buying behaviour. He has published in a number of journals including Tourism Management, European Journal of Marketing, Psychology and Marketing, International Small Business Journal, and Journal of Business Research.

Phil has achieved funding for a number of KTPs that have used planning approaches to improve SME decision making and performance. He has also been the recipient of government grants to investigate shopping behaviour in the UK food sector.

He has a long-standing engagement with the Chartered Institute of Marketing, the UK's leading professional body in the marketing field, having acted as their Chief Examiner for professional qualifications since 2010.

Research interests

  • Consumer behaviour
  • Ethics and sustainability
  • SME strategy
  • Food buying, distribution and retailing
  • Tourism managment and behaviour
  • Social Media marketing

PhD supervision

I will consider PhD applications in my areas of research interest.

Affiliate research group

The Centre for Marketing Research

Chief Examiner Chartered Institute of Marketing

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  • Customer Insight
  • Strategic Marketing Decisions
Dr Phil Megicks
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number : 2/6033

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