Mark McCulloch
Staff details
Position
Lecturer in Management/Marketing
Department
Institute of Management Studies
m.mcculloch (@gold.ac.uk)
Mark’s work focuses on professional identity/development (pracademia) and pedagogy in marketing education.
Mark is a skilled educator and former marketing/PR professional with over a decade of industry experience in integrated communications, both in-house and agency-side, particularly in the travel, tourism, and lifestyle sectors. Before joining Goldsmiths in autumn 2023, Mark spent three years as a Senior Lecturer at Manchester Metropolitan University.
Academic qualifications
- Doctor of Philosophy - PhD, Leeds Beckett University (in progress)
- Certified Management & Business Educator (CMBE), Chartered Association of Business School
- MA Higher Education, Manchester Metropolitan University (Distinction)
- PGCert (LTHE), Manchester Metropolitan University
- Fellowship (FHEA), AdvanceHE
- BA Public Relations, London College of Communication, University of the Arts London (First Class)
Teaching and supervision
As a Lecturer at Goldsmiths, Mark holds the designations of Fellow of Higher Education (FHEA) and Certified Management & Business Educator (CMBE). He teaches both undergraduate and postgraduate courses in management and marketing and is a member of the Academy of Marketing. Mark serves as Module Leader for several subjects, including Marketing Communications (L5), Product Innovation and Management (L5), Social Responsibilities of Management (L6&7), and Developing Business Skills (L7). He also supervises undergraduate and postgraduate research projects. Additionally, Mark holds the role of Programme Director for Undergraduate Marketing in the School of Creative Management.
Research interests
Mark’s research explores professional identity/development (pracademia) and pedagogical practice in marketing education, with emphasis on case studies, authentic assessment, and student skills.
Grants and awards
2024:
McCulloch, M. & Colley, D. "Portfolio Perspectives: Enhancing Assessment through Academic Industry Collaboration in Marketing Portfolios"
Academy of Marketing 2024 Pedagogic Research Grant Award Winner. A collaborative project between Goldsmiths, University of London, and Manchester Metropolitan University
Conferences and talks
2025:
McCulloch, M. "Visualising Innovation: A Case Study in Using Generative AI Imagery to Transform Assessment and Teaching in Higher Education"
Teaching case study presented at London Text Analysis Conference 2025, London, England, September 2025
2025:
McCulloch, M. & Colley, D. "Portfolio Perspectives: Enhancing Assessment through Academic–Industry Collaboration in Marketing Education"
Pedagogic research presented at Academy of Marketing Conference, Cork, Ireland, July 2025
2024:
McCulloch, M. & Zupic, I. "B.Y.O.S (Build Your Own Skillset): Personalised Business Skill Development for Postgraduate Student Success"
Teaching case study presented at CABS LTSE, Birmingham, May 2024
2023:
Graeup, A. & McCulloch, M. "Simulating Student Success: Creating Crisis and Risk Realities in Tourism Education"
Teaching case study presented at EuroCHRIE, Vienna, Austria, September 2023
2024:
Graeup, A. & McCulloch, M. "Communicating Under Pressure: Immersive Crisis Simulations for Business Students."
Teaching case study presented at CABS LTSE, Birmingham, May 2024
2023:
McCulloch, M. & McCoy, A. "Professional Passport: An Active Learning Journey to Delivering an 'Extraordinary' Employability Experience"
Teaching case study presented at Manchester Met Learning and Teaching Conference, Manchester, England, June 2023
2023:
Graeup, A. & McCulloch, M. "Authentic Assessment in Tourism Crisis and Risk Management: From Inception to Implementation"
Teaching case study presented at Manchester Met Learning and Teaching Conference, Manchester, England, June 2023
2023:
McCulloch, M. & McCoy, A. "Professional Passport: A Business-Engaged Journey to Delivering an 'Extraordinary' Student Experience"
Teaching case study presented at CABS LTSE, Newport, May 2023
2022:
Rhoden, S., Morley, A., Allen, D. & McCulloch, M. "Global Tourism and Local Solutions: Using Community Case Studies in Sustainable T&L"
Pedagogic research presented at CABS LTSE, Belfast, Northern Ireland, May 2022
2021:
Rhoden, S., Morley, A. & McCulloch, M. "Global Tourism and Local Solutions: Implementing Sustainability in Tourism Education"
Teaching case study presented at EuroCHRIE, Aalborg, Denmark, September 2021