Michael De Domenici BA Hons, PGCert, SHEA, MCIM, MMRS, MA

Principal Lecturer

Michael De Domenici is a Principal Lecturer and for Marketing and Public Relations. As a Senior Fellow at Higher Education Academy, Michael has taught on a variety of marketing related modules at undergraduate and postgraduate level since 1992: Strategic Marketing, Customer Insight and Research, Research Methods and Marketing Management. Michael is currently undertaking a PhD in Marketing Ethics, exploring how ethics is taught on marketing modules and the relationship between the marketing profession. Michael is passionate about enhancing the student experience through innovative teaching methods such as simulation games, the use of blended learning and research-led teaching. His research interests are in the area of ethics in marketing, marketing to children and virtual reality in education. Michael has recently coined the term 'Gluttony Marketing', which will form the basis of his future research.

Responsibilities within the university

  • Leader of the Marketing Research Group
  • Mentoring colleagues and examining the Higher Education Academy Fellowship and Senior Fellowship application on GOLD Panel


  • 2017: Senior Fellow of the Higher Education Academy


  • Senior Fellow of Higher Education Academy
  • Member of Academy of Marketing
  • External Examiner for the Market Research Society

Research / Scholarly interests

  • Theory and practice of advertising; pedagogy research in advertising and marketing communications
  • The use of simulation games
  • Children and marketing
  • Ethics in marketing
  • Virtual Reality in Education
  • Blended Learning
  • Gluttony marketing

Recent publications

  • 2020: Educators' and learners' views about the adoption of Virtual Reality technology within HE and potential pedagogical challenges, Learning, Teaching & Student Experience conference
  • 2017: To BP or Not to BP, that is the ethical question, Academy of Marketing Conference
  • 2016: The correlation between age, gender, social class and ethnicity in relation to children's decision making within UK family households, Academy of Marketing Conference
  • 2014: Pester Power - is it just a class thing, Academy of marketing Conference
  • 2014: The Only Way is Ethics, Academy of Marketing Conference