Staff Profile
Emma Johnson
Marketing Lecturer, Course Lead: Undergraduate Marketing Courses, YBS Learning and Teaching Co-Lead.
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Qualifications: SFHEA | MSc | BA (Hons)
I am a Lecturer in Marketing within York Business School, joining in the summer of 2018. I am the programme lead for the UG Marketing courses and one of my roles in the school is to deliver undergraduate content surrounding the subject area of marketing, which includes management, marketing, and branding.
I am also the course lead for the following programmes:
- BA (Hons) Marketing
- BSc (Hons) Digital Marketing and Data Analytics.
I am currently undertaking my PhD at the York St John University, within the York Business School surrounding the topic of ethical consumerism (supervisors Dr Dmytro Moisieiev and Dr Jack Denham).
As the YBS Learning and Teaching Co-Lead, I am responsible for promoting ongoing quality enhancement in learning, teaching and assessment (LTA), supporting the Head of School and meeting the LTA objectives of the University’s Strategic Plan.
I am always looking for opportunity to learn and develop my knowledge, understanding and experiences.
- School – York Business School
- Email – e.johnson@yorksj.ac.uk
- Phone – 01904 876 385
- Research - View my work in RaY
Further information
Teaching
I hold the position of Course Lead for both the undergraduate marketing courses. These include:
- BA (Hons) Marketing
- BSc (Hons) Digital Marketing and Data Analytics
I can teach a variety of topics; however, my focused disciplines are marketing, marketing communication, branding and ethics-based modules.
I have previously been involved in undergraduate, postgraduate and Chartered Manager Degree Apprenticeship (CMDA) delivery of modules.
I lead the YBS Undergraduate Research Investigation module and I can supervise research investigations at both undergraduate and postgraduate levels.
At present, I teach and lead the following modules:
- Level 4 – Principles of Marketing
- Level 5 – Strategic Brand Management
- Level 6 – Brand Management, Trends and Scandals
- Level 6 – Research Investigation
Research
I am the Co-Founder of the Responsible Marketing Research Group within York Business School.
My areas of research focus on a variety of topics. These include, ethical consumerism, branding, consumer decision making process, international marketing and sustainability.
Professional activities
York Business School Learning & Teaching Co-Lead.
Professional memberships
- UK Advising and Tutoring (UKAT) – Affiliate Member
- Chartered Institute of Marketing (CIM) – Affiliate Professional Member
- Senior Fellow of the Higher Education Academy (SFHEA) – Senior Fellow
Member
- The Student Appeals and Conducts Committee, York St John University
- York Business School Ethics Committee
- York Business School Quality Panel (SQP) Member
Mentor
- York Business School Mentor for New Starters
- Mentor and Assessor for the Higher Education, UK
Publications and conferences
PhD thesis
October 2020 – Ongoing: Is ethical consumerism an oxymoron? Examining emotions towards cruelty free products in the cosmetic industry.
Masters thesis
Johnson, E. (2018) ‘An Investigation into Rebranding Challenges Faced By Organisations: The Case of Oxfam’s 2018 Scandal’, Master’s Thesis, York St John University.
Journal article
Ren, C., Moisieiev, D., Rodrigo, P. and Johnson, E. (2024) 'Hot and cold: How do consumers hate and forgive offending charity brands?', Journal of Philanthropy and Marketing, 29(3), e1875.https://doi.org/10.1002/nvsm.1875
Conference presentations
Johnson, E. (2023) Is ethical consumerism an oxymoron? Examining emotions towards cruelty-free products in the beauty industry. Critical Research PGR Conference. York St John University, 25 July 2023.
Johnson, E. (2023) Is ethical consumerism an oxymoron? Examining emotions towards cruelty-free products in the beauty industry. PhD Annual Conference, School of Business and Society, University of York, 31 May 2023.
Johnson, E. (2018) An Investigation into Rebranding Challenges Faced by Organisation’s: The Case of Oxfam’s 2018 Scandal. York Business School Conference, York St John University, 14 September 2018.
Poster presentations
Johnson, E. (2025) Unrevealing the Ethical Dilemma: Exploring Cruelty-Free Products in the UK Beauty Industry. York Business School 2025 PGR Poster Showcase Event, York St John University, 11 June 2025.
Johnson, E. (2024) Lifting the Lid on Cruelty-Free Cosmetics: Analysing the Emotions behind Ethical Consumerism. Postgraduate Research School Conference 2024, York St John University, 9 October 2024.
Johnson, E. (2024) Uncovering the Truth Behind Ethical Consumerism in the Cruelty-Free Cosmetics Industry. York Business School PGR Event, York St John University, 24 April 2024.
Johnson, E. (2023) Is ethical consumerism an oxymoron? Examining emotions towards cruelty-free products in the beauty industry. York Business School PGR Flagships Event, York St John University, 31 May 2023.
Johnson, E. (2023) Decoding the Dilemma: Ethical Consumerism in the Beauty Industry – Are Cruelty-Free Products a Contradiction? Eat. Sleep. Research. Repeat. Conference, York St John University, 14 November 2023.
Research funding
York St John University, Student as Researchers (2020 to 2021) - Young and old, hot and cold: How do consumers hate and forgive offending charity brands? - £500.
