Dr Sandra Preciado
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Lecturer in Consumer Behaviour and Marketing
Specialism
I adopt an interdisciplinary approach that bridges psychology, marketing, cross-cultural studies and geopolitics. My teaching and research focus on understanding consumer behaviour from both theoretical and applied perspectives, with a particular interest in global and multicultural contexts.
Areas of interest
My research is multidisciplinary, exploring intersections between psychology, marketing, and geopolitics. I primarily employ qualitative methods to investigate how individuals perceive and assign meaning to consumption practices within diverse cultural and symbolic contexts.
Key Areas of Interest:
- Symbolic Consumption and Decision-Making
- Consumer Psychology
- Cross-Cultural Consumer Behaviour
- Qualitative Research Methodology
Teaching
Programme Director:
- MSc Consumer Behaviour
Module Convenor:
- Applied Consumer Behaviour Project
- Capstone Project
- Consumer Psychology
Module Co-Convenor:
- Consumer Behaviour: Concepts and Theory
Project Supervision:
- MSc Capstone Project
- Undergraduate Independent Research Projects
Additional Teaching Roles:
- Visiting Lecturer, EM Normandie Business School
- Geopolitics and Critical Thinking
I teach across both undergraduate and postgraduate levels, with experience in curriculum design, module development, and supervision.
Academic qualifications
Academic Background
- PhD in Marketing– Oxford Brookes University(Funded Scholarship)
- MSc in Economic and Consumer Psychology– University of Exeter
- Postgraduate Certificate in Teaching in Higher Education (PCTHE)
- BSc in Psychology– Universidad de los Andes, Colombia