Dawn Birch

Dr Dawn Birch

  • 01202 963537
  • dbirch at bournemouth dot ac dot uk
  • Senior Lecturer in Strategy
  • Executive Business Centre EB401, Bournemouth University, 89 Holdenhurst Road, Bournemouth, BH8 8EB
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Biography

Dr Dawn Birch is a Senior Lecturer in Marketing at the Business School. Dawn teaches strategic marketing management at the undergraduate level and contemporary issues in marketing at the postgraduate levels. Dawn's research interests include consumer research in the fields of seafood, local food and drink. In particular, Dawn's recent research interests concern sustainable seafood, aquaculture and underutilised seafood species. Dawn has a Doctorate in Education with a focus on e-learning and modal preferences. Her research expertise includes educational technology, shopping mall entertainment, and barter systems.

Research

Sustainable food

Favourites

  • Sit, J.K. and Birch, D., 2014. Entertainment events in shopping malls-profiling passive and active participation behaviors. Journal of Consumer Behaviour, 13 (6), 383-392.
  • Lawley, M., Birch, D. and Hamblin, D., 2012. An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers' evaluations of fish. Australasian Marketing Journal, 20 (4), 260-267.
  • Birch, D. and Lawley, M., 2012. Buying seafood: Understanding barriers to purchase across consumption segments. Food Quality and Preference, 26 (1), 12-21.
  • Birch, D., Lawley, M. and Hamblin, D., 2012. Drivers and barriers to seafood consumption in Australia. Journal of Consumer Marketing, 29 (1), 64-73.
  • Birch, D. and Burnett, B., 2009. Bringing academics on board: Encouraging institution-wide diffusion of e-learning environments. Australasian Journal of Educational Technology, 25 (1), 117-134.
  • Birch, D. and Volkov, M., 2007. Assessment of online reflections: A strategy for engaging English second language (ESL) students. Australasian Journal of Educational Technology, 23 (3), 291-306.
  • Birch, D. and Liesch, P., 1998. Moneyless Business Exchange: Practitioners’ Attitudes to Business-to-Business Barter in Australia. Industrial Marketing Management, 27 (4), 329-340.
  • Birch, D. and Burnett, B., 2009. Advancing E-Learning Policy and Practice: Influences on Academics' Adoption, Integration and Development of Multimodal E-Learning Courses. In: Stansfield, M. and Connolly, T., eds. Institutional Transformation through Best Practices in Virtual Campus Development: Advancing E-Learning Policies. Hershey PA USA: Information Science Reference, 65-80.
  • Liesch, P. and Birch, D., 2000. Research on business-to-business barter in Australia. In: Woodside, A., ed. Advances in Business Marketing and Purchasing. Stamford, JAI Press Inc, 353-384.
  • Birch, D. and Lawley, M., 2014. The influence of food involvement on fish consumption: An Australian case study. In: Academy of Marketing 7-9 July 2014 Bournemouth.

Journal Articles

  • Lawley, M., Birch, D. and Johnson, L., 2016. Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters. Journal of Retailing and Consumer Services, 33, 194-201.
  • Lawley, M. and Birch, D., 2016. Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry. Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion.
  • Memery, J. and Birch, D., 2016. Exploring attitudes towards aquaculture development in the UK: A consultative stakeholder approach. Journal of International Food and Agribusiness Marketing.
  • Sit, J.K. and Birch, D., 2014. Entertainment events in shopping malls-profiling passive and active participation behaviors. Journal of Consumer Behaviour, 13 (6), 383-392.
  • Birch, D. and Lawley, M., 2014. The Role of Habit, Childhood Consumption, Familiarity and Attitudes Across Seafood Consumption Segments in Australia. Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion, 20 (1), 98-113.
  • Carroll, D., Ng, E. and Birch, D., 2013. STRATEGIES TO IMPROVE RETENTION OF POSTGRADUATE BUSINESS STUDENTS IN DISTANCE EDUCATION COURSES: An Australian Case. Turkish Online Journal of Distance Education, 14 (1).
  • Lawley, M., Birch, D. and Hamblin, D., 2012. An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers' evaluations of fish. Australasian Marketing Journal, 20 (4), 260-267.
  • Birch, D. and Lawley, M., 2012. Buying seafood: Understanding barriers to purchase across consumption segments. Food Quality and Preference, 26 (1), 12-21.
  • Birch, D., Lawley, M. and Hamblin, D., 2012. Drivers and barriers to seafood consumption in Australia. Journal of Consumer Marketing, 29 (1), 64-73.
  • Sankey, M., Birch, D. and Gardiner, M., 2011. The Impact of Multiple Representations of Content using Multimedia on Learning Outcomes across Learning Styles and Modal Preferences. International Journal of Educational Development using ICT, 7 (3).
  • Birch, D. and Burnett, B., 2009. Bringing academics on board: Encouraging institution-wide diffusion of e-learning environments. Australasian Journal of Educational Technology, 25 (1), 117-134.
  • Birch, D., 2009. PowerPoint with Audio: A Breeze to Enhance the Student Learning Experience. e-Journal of Business Education & Scholarship of Teaching, 3 (1), 36-42.
  • Carroll, D., Ng, E. and Birch, D., 2009. Retention and progression of postgraduate business students: An Australian perspective. Open Learning: The Journal of Open, Distance and e-Learning, 24 (3), 179-209.
  • Birch, D. and Sankey, M., 2008. Drivers For and Obstacles To the Development of Interactive Multimodal Technology-Mediated Distance Higher Education Courses. International Journal of Educational Development using ICT, 4 (1).
  • Birch, D. and Burnett, B., 2008. Interactive Multimodal Technology-mediated Distance Education Courses: The Academic’s Perspective. Japanese Journal of Educational Media Research, 15 (1), 41-58.
  • Birch, D. and Volkov, M., 2007. Assessment of online reflections: A strategy for engaging English second language (ESL) students. Australasian Journal of Educational Technology, 23 (3), 291-306.
  • Birch, D. and McDonald, J., 2007. Distance education students attitudes towards compulsory virtual teamwork in an undergraduate business course. e-Journal of Business Education & Scholarship of Teaching, 1 (1), 14-23.
  • Sit, J., Merrilees, B. and Birch, D., 2003. Entertainment-seeking shopping centre patrons: the missing segments. International Journal of Retail and Distribution Management, 31 (2), 80-94.
  • Liesch, P. and Birch, D., 2000. Community-based LETSystems in Australia: Localised Barter in a Sophisticated Western Economy’. International Journal of Community Currency Research, 4, 1-17.
  • Birch, D. and McPhail, J., 1999. Does Accent Matter in International Television Advertisements? International Journal of Advertising, 18 (2), 251-268.
  • Liesch, P., StHill, R. and Birch, D., 1998. Enigmatic Exchange Mechanisms in Modern Societies: Community and Business Barter and International Countertrade. Journal of Non-Profit and Voluntary Sector Marketing, 3 (1), 45-56.
  • Birch, D. and Liesch, P., 1998. Moneyless Business Exchange: Practitioners’ Attitudes to Business-to-Business Barter in Australia. Industrial Marketing Management, 27 (4), 329-340.
  • Birch, D. and Liesch, P., 1997. Moneyless exchange: Attitudes of participants in Australian community barter systems. Journal of Non-Profit and Voluntary Sector Marketing, 2 (3), 240-251.
  • Birch, D. and McPhail, J., 1997. The Impact of Accent in International Television Advertising. Global Business Languages, 2, 91-105.

Books

  • Hoffman, K., Bateson, J., Elliot, G. and Birch, D., 2010. Services Marketing: Concepts, Strategies and Cases. Cengage Learning.
  • Birch, D., 2009. Factors influencing academics' development of e-learning environments: an Australian case study. Berlin, Germany: Verlag.
  • Hakim, L. and Birch, D., 2009. Towards a virtual university, Special Issue of International Journal of Networking and Virtual Organisations. Olney, Bucks, UK: Inderscience Enterprises Ltd.

Chapters

  • Lawley, M., Birch, D. and Craig, J., 2015. Managing sustainability in the seafood supply chain: The confused or ambivalent consumer. In: Lindgree, A., Hingley, M., Angell, R., Memery, J. and Vanhamme, J., eds. A Stakeholder Approach to Managing Food. Unknown.
  • Birch, D. and Burnett, B., 2009. Advancing E-Learning Policy and Practice: Influences on Academics' Adoption, Integration and Development of Multimodal E-Learning Courses. In: Stansfield, M. and Connolly, T., eds. Institutional Transformation through Best Practices in Virtual Campus Development: Advancing E-Learning Policies. Hershey PA USA: Information Science Reference, 65-80.
  • Liesch, P. and Birch, D., 2000. Research on business-to-business barter in Australia. In: Woodside, A., ed. Advances in Business Marketing and Purchasing. Stamford, JAI Press Inc, 353-384.

Conferences

  • Lawley, M. and Birch, D., 2016. Retailing Underutilised Products: A POS Trial of Australian Oysters. In: Australia and New Zealand Marketing Academy Conference (ANZMAC) 2016: Marketing in a Post-Disciplinary Era 5-7 December 2016 University of Canterbury, Christchurch, New Zealand. Christchurch, New Zealand: University of Canterbury.
  • Birch, D., Quest, J., Shiel, C. and Memery, J., 2016. Towards a sustainable food city: The case of the Bournemouth and Poole Sustainable Food City Partnership. In: International Food Marketing Research Symposium 13-14 June 2016 Bologna.
  • Birch, D. and Memery, J., 2016. The role of food involvement and lifestyle in influencing consumption of local food. In: International Food Marketing Research Symposium 13-15 June 2016 Bologna.
  • Lawley, M., Craig, J. and Birch, D., 2016. Sustainable Seafood: Muddled, Bewildered and Baffled Consumers. In: International Food Marketing Research Symposium 13-14 June 2016 Bologna, Italy.
  • Musarskaya, M., Birch, D. and Memery, J., 2016. Exploring food habit formation in young UK families: The case of sustainable seafood. In: Academy of Marketing Science Annual Conference 18-20 May 2016 Florida.
  • Musarskaya, M., Birch, D. and Memery, J., 2016. Structured abstract: Exploring food habit formation in young families: The case of sustainable seafood. In: Sustainability and Ethical Consumption Event, BAM Marketing and Retail SIG 28 April 2016 University of Surrey, Guildford.
  • Birch, D., 2015. FISHING FOR ANSWERS? USING THE THEORY OF PLANNED BEHAVIOUR TO UNDERSTAND CONSUMPTION OF SUSTAINABLE SEAFOOD IN THE UK. In: British Academy of Management 8-10 September 2015 Portsmouth.
  • Sit, K. and Birch, D., 2015. Contextualising ‘entertainment value': A qualitative inquiry of shopping centre managers' perspectives. In: 2015 Conference of the European Association for Education and Research in Commercial Distribution 1-3 July 2015 Rennes (France).
  • Birch, D., 2015. Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry. In: Lawley, M. and Birch, D., eds. International Food Marketing Research Symposium 18-19 June 2015 Chania, Crete.
  • Birch, D. and Memery, J., 2015. Exploring the intention-behaviour gap for tourists’ consumption of local food: A case of South East Queensland, Australia. In: International Food Marketing Research Symposium 19 June-19 April 2015 Chania, Crete.
  • Sit, K. and Birch, D., 2015. Redefining ‘entertainment value’: A qualitative inquiry of shopping centre managers’ perspectives. In: European Association for Education and Research in Commercial Distribution 1-3 July 2015 Rennes France.
  • Memery, J. and Birch, D., 2015. Exploring attitudes towards aquaculture development in the UK: A consultative stakeholder approach. In: International Food Marketing Research Symposium 17-19 June 2015 Crete.
  • Musarskaya, M. and Birch, D., 2014. Using the Theory of Planned Behaviour to understand the Ethical Purchasing Gap of sustainable seafood consumption in the UK. In: ANZMAC 1-3 December 2014 Brisbane, Australia.
  • Lawley, M. and Birch, D., 2014. Food Marketing in Australian Higher Education: The Current State of Play. In: ANZMAC 1-3 December 2014 Brisbane, Australia.
  • Birch, D. and Memery, J., 2014. Local Food Purchasing: Balancing egoistic and altruistic motivations. In: ANZMAC 1-3 December 2014 Brisbane, Australia.
  • Sit, K. and Birch, D., 2014. Measuring the dramaturgical quality of the entertainment event experience in shopping centres. In: Colloquium on European Research in Retailing 2014 25-27 September 2014 University of Bremen, Bremen.
  • Lawley, M. and Birch, D., 2014. Sustainable seafood: Understanding current stakeholder perspectives. In: International Food Marketing Research Symposium 19-20 June 2014 Denmark.
  • Birch, D. and Memery, J., 2014. Buying local food and drink: Understanding barriers to purchase. In: Academy of Marketing 7-9 July 2014 Bournemouth.
  • Birch, D. and Lawley, M., 2014. The influence of food involvement on fish consumption: An Australian case study. In: Academy of Marketing 7-9 July 2014 Bournemouth.
  • Sit, K. and Birch, D., 2014. Contextualising the experiential quality of shopping centre entertainment events: A service drama approach. In: Academy of Marketing 8-10 July 2014 Bournemouth.
  • Lawley, M. and Birch, D., 2013. Exploring the impact of recipe cards for seafood at the point of sale. In: ANZMAC 2013 December 2013 Auckland New Zealand.
  • Birch, D. and Lawley, M., 2013. The mental availability of seafood: An Australian consumer study. In: AM2013 9-11 July 2013 Cardiff.
  • Birch, D. and Lawley, M., 2013. Pre-packaged chilled seafood in Australian supermarkets. In: 11th International MAPP Workshop on Consumer Behaviour and Food Marketing 22-23 May 2013 Denmark.
  • Sit, K. and Birch, D., 2013. Identifying and Profiling the “Gazers” and the “Doers” in the Context of Shopping Centre Entertainment Events. In: 17th Conference of the European Association for Education and Research in Commercial Distribution (EAERCD) 3-5 July 2013 Valencia, Spain.
  • Lawley, M. and Birch, D., 2013. A profile of the Australian seafood consumer. In: International Food Products Marketing, Academic Conference on Food Marketing 20-21 June 2013 Budapest, Hungary.
  • Birch, D. and Lawley, M., 2012. The Role of Habit, Childhood Consumption, Familiarity and Attitudes across Seafood Consumption Segments in Australia. In: International Food Marketing Research Symposium 20-22 June 2012 Philadelphia.
  • Birch, D. and Lawley, M., 2011. The Role of Convenience Orientation and Perceived Inconvenience in Explaining Seafood Consumption in Australia. In: ANZMAC 28-30 November 2011 Perth, Australia.
  • Birch, D., 2010. A conceptual framework for investigating Finfish consumption in Australia. In: ANZMAC 2010 Doing More with Less 29 November-1 December 2010 Christchurch.
  • Birch, D., Sankey, M. and Gardiner, M., 2010. Adopting Educational Technology to Enhance the Marketing Curriculum: Is it Worth the Effort? In: ANZMAC 2010 29 November-1 December 2010 Christchurch.
  • Sankey, M., Birch, D. and Gardiner, M., 2010. Engaging students through multimodal learning environments: The journey continues. In: Curriculum, technology & transformation for an unknown future 5-8 December 2010 Sydney.
  • Birch, D., 2008. Interactive Multimodal Technology-mediated Distance Education Courses: The Academic’s Perspective. In: Academy of Marketing Conference 8-10 July 2008 Aberdeen.
  • Birch, D., 2006. Pedagogical motivations and barriers for developing multimodal distance education courses. In: Academy of World Business, Marketing and Management Development Conference July 2006 Paris. 348-360.
  • McDonald, J., Birch, D., Gray, A., Gururajan, R., Hingst, R. and Maguire, M., 2005. An exploratory study to determine students' perceptions of the value of interaction in an Australian classroom context and the perceived impact on learning outcomes. In: Centre for Research in Lifelong Learning International Conference 24-26 June 2005 Scotland.
  • Sankey, M. and Birch, D., 2005. Researching transmodal delivery at USQ: Different horses for different course. In: New Researchers for New Times conference 28 November 2005 Brisbane, Queensland, Australia.
  • Birch, D. and McDonald, J., 2005. Students’ perceptions of a virtual team assessment item (VTAI): An Australian case study. In: Breaking Down Boundaries: ODLAA Conference 2005 9-11 November 2005 Adelaide.
  • Birch, D. and Volkov, M., 2005. Students’ perceptions of compulsory asynchronous online discussion. In: ANZMAC 5-7 December 2005 Perth, Australia.
  • Birch, D. and Gardiner, M., 2005. Students’ Perceptions of Technology-based Marketing Courses. In: ANZMAC 5-7 December 2005 Perth.
  • Birch, D., 2004. Participation in asynchronous online discussions for student assessment. In: ANZMAC December 2004 Wellington New Zealand.
  • McPhail, J. and Birch, D., 2004. Students’ attitudes towards technology-enhanced learning resources for an introductory marketing course. In: ANZMAC 29 November-1 December 2004 Wellington New Zealand.
  • Sit, J. and Birch, D., 2003. Impact of Entertainment on Regional Shopping Centre Image: Implications for Youth Shopper Segmentation. In: ANZMAC 1-3 December 2003 Adelaide.
  • Sit, J., Wong, H. and Birch, D., 2002. An exploratory study on service dimensions of regional shopping centres: A segmentation approach. In: ANZMAC December 2002 Melbourne.
  • Sit, K. and Birch, D., 2001. An exploratory study on performance dimensions of sub-regional shopping centers. In: ANZMAC 3-5 December 2001 Auckland, New Zealand.
  • Birch, D., 2001. The impact of rewards in the hotel sector. In: SERVSIG 26-28 May 2001 Sydney.
  • Sit, K. and Birch, D., 2000. The measurement of shopper’s perceptions of the performance for regional and sub-regional shopping centres. In: ANZMAC 28 November-1 December 2000 Gold Coast, Queensland.
  • Birch, D. and Perry, C., 1997. The impact of rewards on employee empowerment in the services sector. In: ANZMAC 1-3 December 1997 Melbourne, Australia.
  • Liesch, P. and Birch, D., 1996. Institutionalised Business Barter: An Alternative Business Marketing Exchange System in Australia. In: 12th International Conference on Industrial Marketing and Purchasing 5-9 September 1996 Karlsruhe.
  • Birch, D. and McPhail, J., 1996. The Impact of Accent in International Television Advertising. In: Second Asia-Pacific Association for Consumer Research Conference 12-13 July 1996 Perth, Australia.
  • Birch, D. and McPhail, J., 1995. Accent: A Neglected Dimension of Source Evaluations in International Television Advertising. In: Seventh Bi-Annual World Marketing Congress 6-10 July 1995 Melbourne, Australia.
  • Liesch, P., StHill, R. and Birch, D., 1995. An Enigma in Modern Societies: Barter Exchange and Countertrade. In: Seventh Bi-Annual World Marketing Congress 6-10 July 1995 Melbourne, Australia.
  • Birch, D., Liesch, P. and Yau, O., 1994. Institutionalisation of Domestic Barter as an Alternative Marketing Exchange System in Australia. In: 10th Academy of International Business, Southeast Asia Regional Conference on Asia-Pacific Business 1994 Beijing, China.

Reports

Theses

  • Birch, D., 2008. Factors influencing academics' development of interactive multimodal technology-mediated distance higher education courses. PhD Thesis. Queensland University of Technology.

PhD Students

  • Maria Musarskaya (Exploration of the ethical purchasing gap of sustainable seafood consumption in UK families: applying best practices to influence habits and address the ethical purchasing gap)

Profile of Teaching PG

  • Strategic Applied Marketing

Profile of Teaching UG

  • Strategic Marketing Management

Invited Lectures

  • Fish Consumption Workshop

Grants

  •  Encouraging UK teens to eat more seafood (BU Faculty of Management Fund, 11 Jan 2016). Awarded
  • • MARIE SKŁODOWSKA-CURIE ACTIONS - Individual Fellowships (IF) - Call: H2020-MSCA-IF-2014 – Optimising Nutritional Health and Wellbeing through Local Sustainable Food Systems ‘’Nu-FEAST’’ – Nutrition – Food for Everyone’s health, Available, Sustainable and Trusted £157,000 (September 2015) (Horizon2020 - Marie Curie, 01 Sep 2015). Awarded
  • Improving crime analyses for policing by applying principles from psychology and geography (Fusion_ Co-creation and co-production strand - Bournemouth University, 01 Sep 2015). Awarded
  • Stakeholders’ Perceptions of Fish Farming in the UK (The Crown Estate, 28 Mar 2014). Awarded
  • Regional Food and Beverage Project/Fish value chain analysis (Department Employment, Economic Development and Innovation Queensland Australia, 01 Feb 2013). Completed
  • Oyster Retailing Project (Australian Seafood Cooperative Research Centre, 01 Sep 2012). In Progress
  • eLeap Online Education research Project (University of the Sunshine Coast, 01 Feb 2012). Completed
  • Education Module: Stimulating Consumption of Australian Seafood (Australian Seafood Cooperative Research Centre, 01 Nov 2011). Completed
  • Repositioning Farmed Barramundi in the Australian Market 2008/794.20 (Australian Seafood Cooperative Research Centre, 01 Oct 2008). Completed

External Responsibilities

Public Engagement & Outreach Activities

  • Living more sustainably, taking care of our phsyical and mental wellbeing, eating more ethically and doing what we can to preserve the environment are ideas that many of us support, but how well informed are we and how can we eat more sustainably? What are the barriers we may face to changing our behaviours? Hear from academics working in the area of sustainable food in the Bournemouth area and what their research to-date has revealed about eating more sustainably and what we can do to change our habits. Take part in the discussion by bringing along your questions, thoughts and opinions about how we can eat more sustainably and change our behaviour to protect the environment and address issues of food security.
  • Food – what is best for the planet is best for us. We are just one of many creatures in the world and our own health is dependent on a healthy planet. We’ve got the job of making sure the planet is well enough to sustain us, our children and all the other creatures we share it with. How smart are we and how can we make a difference? Drop in and tell us your top tips for eating sustainably and be in with a chance of winning a fruit and vegetable basket
  • Sustainable food FOODBIZ
  • Sustainable Seafood and UK Families
  • Description – Living more sustainably and doing what we can to preserve the environment are ideas that many of us support, but how easy is it to change our behaviours and what does it cost? Join us to hear from some of our leading academics in the fields of sustainability, ecology and the environment and find out how our research is making a difference to the local area and beyond. Take part in the debate and bring along your questions, thoughts and opinions about how human activities may be changing the environment and what we can do to live more sustainably, without leading to hidden costs elsewhere.
  • Festival of Learning - Eating to save yourself and the planet
  • Committee Member – Sustainable Food Cities – Food Poverty Committee (Bournemouth and Poole Borough Councils)
  • Video interviews for Epigeum online training courses
  • Interview with Angus Garrett Seafish UK regarding UK seafood consumption
  • The Hunger Games: Let’s Win Together!, Festival of Learning 2015, BU, 16th July.
  • Partnership Ambassador Sustainable Food Cities Partnership Bournemouth and Poole Borough Councils
  • Sustainable Food Cities Project

Qualifications

  • Diploma of Market Research in Market research (Market Research Society of Australia, 1994)
  • Diploma of Export Management in Export management (Australian Institute of Export, 1993)
  • Bachelor of Business in Marketing/Human resource management (University of Southern Queensland, 1992)
  • Master of Business in International Business - Marketing (University of Southern Queensland, 1996)
  • Master of Education in Master of Education (University of Southern Queensland, 2003)
  • Doctorate of Education in Doctorate of Education (Queensland Institute of Technology, 2008)

Honours

  • USC New Researcher Award (USC, 2011)
  • Emerald Literati Outstanding Paper Award (Emeraldi, 2004)
  •  Pearson Education ANZMAC (2003) Marketing Educator of the Year Award (Pearson Education, 2003)

Memberships

  • Academy of Marketing, Member (2008-),
  • Chartered Institute of Management, Member (2016-),
  • Chartered Institute of Marketing, Member (2015-),
The data on this page was last updated at 04:07 on March 22, 2017.