The University of Southampton
Southampton Business School
(023) 8059 4481

Dr Mike Molesworth PhD

Principal Teaching Fellow

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Dr Mike Molesworth is Principal Teaching Fellow within Southampton Business School at the University of Southampton.

I have been lecturing since 1996, for most of that time focussing on online consumer behaviour and emerging consumer cultures. I first taught modules relating to online behaviour and marketing in 1998. 

I have also been a Teaching Fellow in the Centre of Excellence in Media Practice at Bournemouth Media School, where amongst other things, I was involved with innovations in online course delivery.

More recently I helped set up the Creative Enterprise Bureau, a unique staff/student collaborative consultancy at Bournemouth University, working for clients such as ITV, Channel 4, Toyota and Samsung.

With colleagues I have won several best paper awards in journals and at conferences, including my work on digital consumption with Dr Janice Denegri-Knott in Consumption, Markets and Culture, and with Becca Watkins at the international Consumer Culture Theory Conference. I have also won a 'most cited' award in Teaching in Higher Education, for my work on the marketisation of Higher Education.

I moved to the University of Southampton in 2014, after working at Bournemouth University for 17 years.





Research interests

I have been involved in research relating to two emerging aspects of consumer culture. 

Firstly I have worked on digital consumption, especially relating to how we imagine, use and possess an increasing number of digital goods and the implications for broader consumption practices. This has included the study of online auctions, videogames, and retail sites.

Secondly, I have worked on aspects of the marketisation of HE, especially the implications of the reframing of students as consumers. I have published edited collections in both these areas.

Most recently I have become involved in the application of Transactional Analysis to marketing, especially to brand relationships and online interactions.



Book Chapters


I currently teach aspects of online consumer culture and marketing on BSc and MSc programmes.

Dr Mike Molesworth
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number:2/4073

Telephone:(023) 8059 4481

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