Charles Hancock

I am a creative lecturer who is passionate about marketing and helping students achieve their best. I draw upon a wealth of various international industry experience from apprentice to boardroom, and have taught a variety of Business and Marketing subjects at the University of Derby since 2010.

I am an award-winning lecturer who uses innovative and engaging teaching methods to get complex theory across in a simplified way. I believe in using live industry briefs where appropriate and have worked with a number of international and local businesses to help students experience real-world learning through interesting assignments.

Currently a mid-career researcher and currently work on several interesting projects, discovering deep customer value using an innovative visual research methodology called ZMET and looking to develop this research further.

I am an external examiner at the Technological University Dublin for two retail programmes.

Research interests

My current research focus is on understanding customer value through the use of a visual methodology, Zaltman Metaphor Elicitation Technique (ZMET). I am a member of the research centre Business Improvement (Responsible Customer Engagement) and I am interested in understanding current retail perspectives of integrating digital with bricks and mortar retail, to ensure a continued role and purpose for the high street for local communities.

The other area that I am interested in is marketing strategy and branding, particularly higher education marketing and understanding the student perspective from a deeper level. Current work includes developing a deep student value model to illustrate the phase of acquired value through the academic journey. I am a member of the Academy of Marketing, and regularly present to the Higher Education Marketing Special Interest Group and the Visual Methods Special Interest Group.

I am interested in supervising doctoral students who would like to use the ZMET methodology to gain deeper understanding and insights into their marketing subject area, particularly retail and service experience. Alternatively using ZMET in a different discipline would be very insightful.