Portrait of  Carol Cloughton Carol Cloughton

c.cloughton@hud.ac.uk | 01484 473045


Position: Senior Lecturer in Marketing, Department of Logistics, Operations, Hospitality and Marketing
Qualifications: BA(Hons), MA by Research (Distinction), PCPD, FHEA

Carol joined The Business School in 2007 and is a Senior Lecturer in Marketing. Previously she was a part-time Senior Lecturer at Nottingham Trent University from 2003.

Prior to this Carol embarked on a career in fashion and brand management working for a variety of major brands and organisations following her graduation in 1988. In 1991 she was employed by the United Nations Industrial Development Organisation (UNIDO) in Jamaica where she worked with the government’s Ministry of Industry agency, JAMPRO, to implement new manufacturing and marketing strategies to develop the export potential of the island’s SMEs into Europe and North America, specifically focusing on the principles of flexible specilisation to create more appropriate and responsive, innovative products and manufacturing systems for the needs of developed markets. In 1996 she joined Nike at their European Headquarters in the Netherlands working with the brand’s global apparel and accessories categories. She has also consulted for numerous brands and retailers including New Balance, Foschini SA, Kangol, Lowe Alpine and Debenhams as well as working with Marks and Spencer.

Research and Scholarship

Carol’s research interests centre on the application of trend in a marketing context, and specifically on the development of an appropriate methodology in this field which will be the foundation of her PhD. She is currently working with key industry contacts to develop this aspect of the discipline into the teaching and learning environment outside of her own research agenda, to enhance the student’s skills in preparation for the industry.

Drawing on her industry experience, she developed and introduced branding modules into the Marketing suites in 2008. The final year module, Creative Brand Management, gives the students the opportunity to build on brand theory and work directly with clients and client’s briefs. The student teams have achieved success in this area, particularly with L’Oreal’s Brandstorm competition, which is at the heart of their graduate recruitment programme, having won the national final in 2012 in the first year the University participated in the competition.

Publications and Other Research Outputs


Cloughton, C. and Goworek, H. (2017) ‘Investigating the Relationship between Consumer Trends, Innovation and Product Development’. In: 3rd International Colloquium on Design, Branding and Marketing, 5th-6th April 2017, Bournemouth University


Cloughton, C (2015) ‘Product Trends and the Diffusion of Innovation’. In: Retail Marketing Management. Harlow: Pearson Education Limited. pp. 89-90. ISBN 9780273758747


Cloughton, C (2014) Trend methodology and its application in a marketing context: horticulture as an emerging trend and its long-term potential in the retail industry. Masters thesis, University of Huddersfield.

Enterprise Activities

2010 KTP Advisor, Shackletons, Dewsbury. Working with the company to develop their brand identity and marketing communications strategy to create opportunities to extend their reach into new market sectors.

Teaching and Professional Activities

Carol is currently the second year undergraduate year tutor.

Current Module Leadership
BFK0003 Retail Principles, BFK0010 Brands and Branding, BFK0017 Practical Marketing, BIK0010 Buying and Merchandising, BHK0016 Strategic Retailing, BHK0020 Contemporary Issues in Retailing and BHK0041 Creative Brand Management.

Professional Memberships

Fellow of The Higher Education Academy (FHEA)