School of Business and Economics

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Dr Belinda Dewsnap BSc (Hons) PhD FHEA

Photo of Dr Belinda Dewsnap

Senior Lecturer in Marketing Strategy

Director of MBA Programmes (Acting)

Director of Executive MBA

Belinda is an experienced and successful leader in university and company environments. Her corporate career includes senior management roles in strategic planning, operations, and marketing and sales. In academia this includes demonstrated research leadership and successful tenure in leading and managing student recruitment and academic programme management.

Belinda’s primary research focus is the strategic issue of inter-functional and intra-functional interfaces for marketing. In this area she has published articles on marketing’s interface with sales and on relations within the sales group. In respect of inter-functional relations, Belinda’s 2000 article in the Journal of Personal Selling & Sales Management is viewed as a seminal work on the relationship between marketing and sales. More recently, Belinda has extended her research to consider issues of resource flexibility across and within marketing’s functional interfaces. Belinda is also working with research colleagues in the UK and overseas on other projects on a range of marketing and sales topics. 

Belinda’s work has been published in highly ranked international journals, including the Journal of Business Research, the European Journal of Marketing, the Journal of Personal Selling & Sales Management, the International Marketing Review, the Journal of Strategic Marketing, and the Journal of Brand Management. She regularly presents her work at international conferences and has received best paper awards from the American Marketing Association (AMA), the Academy of Marketing and from the Australia and New Zealand Marketing Academy (ANZMAC). She has successfully supervised to completion four doctoral students and is currently co-supervising four PhD projects.

Drawing on 24 years of pedagogic experience and combining insights from her practitioner career, Belinda’s teaching (in the UK and overseas) receives consistently excellent ratings across a broad portfolio of marketing modules and at all levels - undergraduate, postgraduate (MBA and MSc) and executive. This includes managing and delivering strategic marketing modules on the School’s Senior Leader Master’s Degree Apprenticeship programmes. Her sustained excellence has been recognised with the Dean’s Award for Teaching.

Since entering academia Belinda has made a significant contribution to School and University management and administration. She is currently acting Director of MBA Programmes and Director of the School’s Executive MBA programme. Belinda is also a teaching assessor for the University’s Centre for Academic Practice. Previously, Belinda’s leadership roles have included Director of Programmes Marketing (for student recruitment), Director of MSc Marketing Management, Operations Director for the Part-time MBA, School Coordinator for SENDA, and Director of the School’s Business Enterprise Centre.

Belinda’s primary research focus is the strategic issue of inter-functional and intra-functional interfaces for marketing. In this area she has published articles on marketing’s interface with sales, and on relations within the sales group. In respect of inter-functional relations, Belinda’s 2000 article in the Journal of Personal Selling & Sales Management is viewed as a seminal work on the relationship between marketing and sales. Belinda is also working with research colleagues in the UK and overseas on other marketing and sales projects, the key themes of which include:

  • Marketing’s Functional Interfaces
  • Market Orientation, Information Use, Learning, Improvisation
  • Self-efficacy in Sales
  • Consumer Buying Decisions: Identity and Social Networks

Belinda’s work has been published in highly ranked international journals, including the Journal of Business Research, the European Journal of Marketing, the Journal of Personal Selling & Sales Management, the International Marketing Review, the Journal of Strategic Marketing, and the Journal of Brand Management. She regularly presents her work at international conferences and has received best paper awards from the American Marketing Association (AMA), the Academy of Marketing and from the Australian and New Marketing Academy (ANZMAC). Throughout her research career to date, she has embraced a range of research methodologies including the survey method, interviewing, and case study methodology, applying both quantitative and qualitative techniques.

Belinda has supervised to completion the four doctoral students below (all now pursuing academic careers), and is currently supervising four PhD projects:

Dayle R.N. Childs (2019): A within-person analysis of sales self-efficacy: antecedents and consequences of self-efficacy change.
Current Position: Lecturer – Bournemouth University, UK.

James M Crick (2018): The Antecedents and Consequences of a Customer Value-oriented Dominant Logic: A Dynamic Managerial Capabilities Perspective.
Current Position: Lecturer – Loughborough University, UK.

Milena Micevski (2014): Marketing and Sales Interface Flexibility: A Social Exchange Theory Perspective.
Current Position: Assistant Professor – University of Vienna, Austria.

Vagelis Korobilis-Magas (2011): Symbolic Uses of Export Information: Implications for Export Performance.
Current Position: Lecturer – The Robert Gordon University, UK.

Belinda is always keen to identify talented doctoral candidates who wish to pursue research in the topics of marketing and sales strategy and management. Formal application is made via the University. However, if you would like to informally explore the opportunity to be considered for a place under Belinda’s supervision, please contact her directly with your CV and an outline research proposal.