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Qualifications
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Current Module Leadership:
Throughout my employment with Middlesex University Business School, I have taught on the Undergraduate (UG) and Postgraduate (PG) Marketing Degree programmes, the MBA programme and, Chartered Institute of Marketing (CIM) related modules at Middlesex University. I supervise UG and PG disserations, and PhD/DProf thesis, as well as, work placement student projects. Finally, I act as PhD internal examiner (registration, transfer and final exam) and chair.
My research specialism include ethnic small businesses, marketing to ethnic minority groups, and Islamic Marketing. I have published in several international journals and presented at various marketing, and small business conferences at home and overseas. My teaching interests are within Strategic Marketing, Branding, Guerrilla Marketing, and Leadership and Followership. In addition to teaching and research, I consult for a number of clients from the ethnic small business community.
Selected Academic Articles
| McPherson, M. and Mohsen, M. (2019) | Brand Repositioning of Egypt's Muslim Brotherhood: Do you see what I see? Views from the Female Electorate. International Journal of Islamic Marketing and Branding, Vol. 4, Issue 3/4, pp.261-295. |
| McPherson, M. (2019) | Think non-ethnic but act ethnic: An issue of breakout. Journal of Entrepreneurship, Management and Innovation. Vol. 15, Issue 2, pp.117-152. |
| McPherson, M. (2017) | Identity and Difference - Re-thinking UK South Asian Entrepreneurship. Journal of Enterprising Communities: People and Places in the Global Economy. Vol. 11, No. 5, pp. 564-589. |
| McPherson, M. (2016) | An outsiders’ inside view of ethnic entrepreneurship. Journal of Research in Marketing and Entrepreneurship. Journal of Research in Marketing and Entrepreneurship. Vol.18, Issue 1, pp. 63-89. |
| McPherson, M. (2010) | Business Practices Within South Asian Family and non-family Firms – A Comparative Study. International Journal of Entrepreneurial Behaviour and Research. Vol. 16, Issue 5, pp. 389 413. |
| McPherson, M. (2008) | HRM practices amd systems within Asian Small Businesses. International Journal of Entrepreneurial Behaviour and Research. Vol 14, Issue 6, pp.414-439. |
| McPherson, M. (2007) | A comparison of marketing practices: Perspectives from first and second-generation UK South Asians. International Journal of Consumer Studies, Vol 31, Issue 2, pp. 174 - 186. |
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Book Chapters
| McPherson, M. and Xiang Li. (2012) | A question of beauty: views from Beijing’s female consumers by McPherson, M and Xiang Li (2012), in Marketing Management in Asia, Routledge, London. Prof Stan Paliwoda - co-editor, co-authored by Dr Junsong Chen and Dr Tim Andrews. |
Conference Papers
| McPherson, M. and Barn. S. (2016). | Residential Marketing Fieldtrips: Adding Real Educational Value. Academy of Marketing Conference – Teaching Excellence Awards, Newcastle University Business School 4th – 7th July 2016 (Refereed). |
| McPherson, M. and Ismail, M. (2014). | The Brand Muslim Brotherhood – An Egyptian Female Perspective. Academy of Marketing Conference, Bournemouth 8th – 10th July 2014 |
| Barn, S. and McPherson, M. (2014). | Experiential Learning, The Marketing Field Trip and Student Reflections.Academy of Marketing Conference, Bournemouth, 8th – 10th July 2014 |
| Barn, S. and McPherson, M. (2014). | Please don’t turn off your phones.’ Using social media tools and Smart Response Systems in the classroom,’ because sometimes learning can be fun! Middlesex University, Hendon Campus, Teaching and Learning Conference July 10th 2014 |
| Barn, S. and McPherson, M. (2014). | Residential fieldtrips: Adding value to marketing education and student experience. Proceedings of the ABS Learning and Teaching Conference, Aston Business School, Birmingham, 29-30 April 2014 (Refereed). |
| Barn, S., McPherson, M and Vos, L. (2012). | Investigating the experiential learning effects from a residential programme. Proceedings of the Higher Education Academy – Social Science Conference, Liverpool, England: 28th – 29th May. |
| McPherson, M. (2011). | Think non-ethnic, act ethnic: An issue of breakout. Proceedings of the 34th ISBE Conference, Sheffield, England: 9th - 10th Nov 2011 (Refereed). |
| Barn, S. and McPherson, M. (2010). | Indian Premier League: Creating brand awareness amongst diaspora audiences Proceedings of the Conference of Sport and Society – Vancouver, Canada March 8th – 10th 2010. |
| McPherson, M. (2010). | An outsider inside view of ethnic entrepreneurship: Reflections on qualitative research. Proceedings of the 33rd ISBE National Conference, London, England: 2nd - 4th Nov 2010, (Refereed). |
| McPherson, M. and Xiang Li. (2010). | Celebrity endorsement within the Chinese beauty industry – views from Beijing’s female consumers. Proceedings of the Academy of Marketing Conference. Coventry, England: July 2010. |
| McPherson, M., Christie-David, A., Leon, C. and Gupta, S. (2010). | Growing Pains as Everton FC Face The Blues. Proceedings of the Academy of Marketing Conference. Coventry, England: July 2010. |
| McPherson, M. (2008). | Identity and Difference – Re-thinking Ethnic Entrepreneurship. Proceedings of the 31st ISBE National Conference, Belfast, Northern Ireland: 5th - 7th Nov 2008, (Refereed). |
| Lyon, F., McPherson, M. and Baldock, R. (2007). | Generational differences in ethnic minority support businesses – re-thinking business support. Proceedings of the RENT Conference – Cardiff, Wales: Dec 2007. |
| Lyon, F., McPherson, M. and Baldock R. (2007). | Generational differences in ethnic minority support businesses – re-thinking business support. Proceedings of the 30th ISBE Conference – Glasgow, Scotland: 7th – 9th Nov 2007. |
| McPherson, M. (2007). | HRM practices and systems within London based first and second-generation South Asian Small Businesses. Proceedings of the 1st International Colloquium Ethnic Entrepreneurship and Management (ICEEM), Bradford University: March 2007. |
| McPherson, M. (2004). | First and second-generation UK South Asians: A comparison of business practices. Proceedings of the 27th ISBA National Conference, Newcastle Gateshead, England: Nov 2004. |
| McPherson, M. (2004). | Mixed embeddedness: factors that determine the landscape of UK ethnic businesses. Proceedings of the 34th EISB Conference, Turun Kauppakorkeakoulu, Turku School of Economics and Business Administration, Turku, Finland: Sept 2004. |
| McPherson, M. (2004). | Perspectives on entrepreneurial activities of UK based second-generation South Asians. Proceedings of the 13th Nordic Small Business Conference, Tromso, Norway: June 2004. |
| McPherson, M. (2003). | Inter-generational Differences within South Asian Entrepreneurship: Towards a Conceptual Framework. Proceedings of the 33rd ESIB Conference, SDA Bocconi University School of Management, Milan, Italy: Sept 2003. |
| McPherson, M. (2003). | Inter-generational Differences within South Asian Entrepreneurship: Overview of Research to Date. 26th ISBA (Doctoral Track) Conference, University of Surrey, UK, Dec 2003. |
| McPherson, M. (2002). | Inter-generational Differences between Sikh and Pakistani Muslim Entrepreneurs. ISBA (Doctoral Track) Conference, Brighton, UK: Nov 2002. |
| McPherson, M. (2001). | Inter-generational Differences between Sikh and Pakistani Muslim Entrepreneurs: An Overview. 5th Annual Doctoral Conference University of Leicester: Nov 2001. |
| Barn, S. Singh. and McPherson, M. (2001). | Breaking out and making out with customers and competitors: marketing orientation from the South Asian small firms’ perspective. Proceedings of the Academy of Marketing Conference Paper, Cardiff, Wales - July 2001. |
| Lyon, F., Baldock, R., McPherson, M., Ekanem, I., Ellis, C., Bertotti, M., Sepulveda, L. and Oyelere, M. (2007) | Centre for Enterprise and Economic Development Research – CEEDR (2007): Types and Impact of BME Businesses. Final Report for SEMEDA, Apr 2007. Research Team: Lyon, F., Baldock, R. McPherson, M., Ekanem, I. Ellis, C., Bertotti, M., Sepulveda, L., and Oyelere, M. |
Other Published / Unpublished Work
| McPherson, M. (2010). | An outsider inside view of ethnic Entrepreneurship. Short article published in Entrepreneurship in Minority Groups, Enterprising Matters: e-Magazine for Institute for Small Business and Entrepreneurship. Autumn 2010. |
| McPherson, M. (2020). | RAFAC Return to a New Normal: Perspectives on a Universal Design for Learning (UDL). Submitted to OC Training HQ RAFAC - unpublished internal discussion paper. |
Honours and Prizes:
McPherson, Mark and Mohsen-Ismal, Monia (2020) Brand repositioning of Egypt’s Muslim brotherhood: do you see what I see, views from the female electorate? International Journal of Islamic Marketing and Branding , 4 (3/4). pp. 261-295. ISSN 2055-0944
McPherson, Mark (2019) Think non-ethnic but act ethnic: An issue of breakout. Journal of Entrepreneurship, Management and Innovation (JEMI) , 15 (2). pp. 117-152. ISSN 2299-7075
McPherson, Mark (2017) Identity and difference - re-thinking UK South Asian entrepreneurship. Journal of Enterprising Communities: People and Places in the Global Economy , 11 (5). pp. 564-589. ISSN 1750-6204
McPherson, Mark (2016) An outsider's inside view of ethnic entrepreneurship. Journal of Research in Marketing and Entrepreneurship , 18 (1). pp. 63-89. ISSN 1471-5201
McPherson, Mark and Barn, Sukhbinder (2016) Residential marketing fieldtrips: adding real educational value. In: Academy of Marketing 2016 Conference: Radical Marketing, 04-07 July 2016, Newcastle University Business School.
Knowledge Transfer
Outside of my academic environment, I am a serving RAFAC Officer, where I am able to offer my experience within the areas of teaching, curriculum/subject design and planning, delivery, and assessment. Here, I ensure instructional standards at both Adult and Cadet levels are maintained and comply with RAFAC Instructional Policy. In addtion, I am responsible for the organising and delivery of: (i) Adult Methods of Instruction courses, (ii) Progressive / Developmental courses, (iii) Leadership courses, (iv) Fieldcraft courses. Finally, I am Course Leader and Lead Instructor for the BTEC/CVQO Level 3 Education and Training.
I have presented at various marketing, small business, doctoral and teaching conferences, round table events, special interest group seminars and workshops. In 2006, whilst conducting a Senior Executive workshop in Karachi Pakistan, a colleague and I were invited to present a lecture on the subject of “Creating a Sustainable Competitive Advantage Through eMarketing” to the Marketing Association of Pakistan. Finally, I have worked on a number of marketing related consultancy projects also.
Visiting Lectureship/Public Lectures
