Fiona Cownie

Dr Fiona Cownie

  • 01202 965104
  • fjcownie at bournemouth dot ac dot uk
  • Associate Professor
  • Weymouth House W420, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Dr Fiona Cownie’s research interests lie within the areas of student experience and a relational approach to higher education. An experienced manager and teacher, Fiona has led the student experience across the faculty, and has provided leadership within roles including Associate Dean - Media Production, Head of Quality, Head of Programmes.

Fiona seeks to live the values of the university by inspiring her students through pedagogic experiences which prioritise collaboration, support, conceptual thinking and enjoyability. Her teaching is at final year undergraduate and master’s level in the areas of Relationship Marketing and Word-of-mouth Communication. Student feedback is consistently very positive, with students valuing Fiona’s enthusiasm, engagement, conceptual focus and support. Fiona’s research examines relational concepts of commitment and gratitude and she seeks to engage in pedagogic practice which draws on these ideas to the benefit of students’ learning experience. Her doctoral supervision again often examines issues within the context of higher education...



Academy of Marketing (2014) Conference paper reviewer, Marketing in Higher Education.

Academy of Marketing (2015) Conference paper reviewer, Marketing in Higher Education.

Cross-cultural Communication Conference, Bangkok, Thailand, (2016). Conference paper reviewer.

Journal of Media Practice, reviewer

Journal Articles


  • Cownie, F. and Goode, J., 2018. Alumni Associations.
  • Cownie, F. and Bradney, A., 2017. Socio-legal studies a challenge to the doctrinal approach. Research Methods in Law. 40-65.
  • Cownie, F., 2015. Commitment balance: An opportunity for cross-cultural research. Creativity, cultural identify and corporate social responsibility.. Bangkok, Thailand: Chulalongkorn University, Faculty of Communication Arts, 190-207.
  • Cownie, F., Milton, P. and Polkinghorne, M., 2009. Development of an e-Marketing & IT Strategy - A Knowledge Transfer Case Study. Applications of knowledge transfer to small and medium sized businesses. 2009 ed.. Poole, England: Bournemouth University.
  • Cownie, F., 1999. Relationship Marketing. In: Kitchen, P.J., ed. Marketing Communications: Principles and Practice. London: Thomson Business Press, 403-421.


  • Cownie, F., 2019. Gratitude within ASEAN Higher Education: an exploratory study. In: AMIC (Asian Media Information and Communication) Annual Conference 17-19 June 2019 Chulalongkorn University, Bangkok.
  • Gallo, M. and Cownie, F., 2019. Alumni mentoring as a bridge to philanthropy. In: European Research Network on Philanthropy 9th International Conference 3-4 July 2019 Basel , Switzerland.
  • Cownie, F., Haft, J., Vu, V., Sonata, N. and Chaiveeradech, M., 2019. Gratitude within ASEAN Higher Education: an exploratory study. In: Academy of Marketing Annual Conference 2-4 July 2019 Regents College, London.
  • Cownie, F., 2019. Gratitude within ASEAN Higher Education: An exploratory study. In: Asian Media Information and Communication 17-19 June 2019 Chulalongkorn University, Bangkok.
  • Cownie, F., 2018. Do Alumni want to give back to their University? In: Annual Conference of Society for Research into Higher Education 5-7 December 2018 Celtic Manor, Newport, Gwent..
  • Cownie, F., 2018. Do alumni want to give back to their university? In: Academy of Marketing 4-6 July 2018 University of Stirling.
  • Cownie, F., 2018. Do alumni want to give back to their university? In: Alumni Engagement, Student Experiences SRHE Research Network 16 May 2018 SRHE, London..
  • Cownie, F., 2018. Cross-cultural feelings and expressions of gratitude within higher education. In: Cross Cultural Communication Conference 24-26 January 2018 Barcelona.
  • Cownie, F., 2017. Entitlement in HE: student and academic perspectives. In: Society for Research in HIgher Education Annual Conference 6-8 December 2017 Celtic Manor, Newport.
  • Cownie, F., 2017. Entitlement: Its role within the marketing of higher education. In: Academy of Marketing Annual Conference 4-6 July 2017 University of Hull.
  • Cownie, F., 2017. Telling stories: opportunities for word-of-mouth communication. In: Academy of Marketing Annual Conference 4-6 July 2017 University of Hull.
  • Cownie, F., 2016. An exploratory study of ‘The gratitude-engagement cycle’. In: Society for Research into Higher Education 7-9 December 2016 Celtic Manor, Newport, Wales..
  • Cownie, F., 2016. Entitlement: perspectives from students, alumni and academics within media higher education. In: Media Education Summit 4-5 November 2016 John Cabot University, Rome, Italy.
  • Cownie, F., 2016. Gratitude in higher education: evidence and outcomes. In: Academy of Marketing, 5-8 July 2016 Newcastle Business School, Northumbria University.
  • Cownie, F., 2016. Gratitude: examining the core of reciprocal relationships in higher education. In: Global Festival of Learning 28-29 June 2016 Sunway University, KL, Malaysia.
  • Cownie, F., 2016. Gratitude and its drivers within HE. In: Academy of Marketing: Special interest group. Marketing in HE. 27 April 2016 Bournemouth University.
  • Cownie, F., 2016. An analysis of word-of-mouth communication amongst students. Do UK students behave differently from their overseas counterparts? In: Cross-Cultural Communication Conference. 28-29 January 2016 Novatel, Bangkok, Thailand..
  • Cownie, F., 2015. Conceptualising the student experience: a new framework. In: Society for Research into Higher Education Annual Conference. 9-11 December 2015 Celtic Manor, Newport..
  • Cownie, F., 2015. Gratitude in media education: its role within the student experience. In: Media Education Summit. 2015 20-21 November 2015 Emmerson University, Boston, US..
  • Cownie, F., 2015. An analysis of undergraduate students’ intentions to emit word-of-mouth communication about their experiences of H.E. In: Academy of Marketing, 2015. 7-9 July 2015 Limerick.
  • Cownie, F., 2015. Commitment balance: an opportunity for cross-cultural research. In: International Corporate and Marketing Communications in Asia Conference. 29-30 January 2015 Bangkok, Thailand..
  • Cownie, F., 2014. Does being first in family to attend HE, impact undergraduate students’ reports of commitment? In: Society for Research into Higher Education Newer Researchers' Conference. 9 December 2014 Celtic Manor, Newport..
  • Cownie, F., 2014. Cownie, F.J. (2014) An analysis of media students’ reports of commitment within HE,. In: International Media Education Summit, 20-21 November 2014 Metropolitan University Prague..
  • Cownie, F., 2014. Students’ reports of normative commitment within UK higher education. In: Academy of Marketing, 8-10 July 2014 Bournemouth University.
  • Cownie, F., 2014. Developing a problem solution strategy: reflections from the Media School. In: Service Excellence Conference 23 April 2014-23 April 2015 Bournemouth University.
  • Cownie, F., 2013. Media students’ intentions to emit word-of-mouth. In: Media Education Summit, 18-20 September 2013 Sheffield Hallam University..
  • Cownie, F., 2012. Exploring word-of-mouth communication. In: British Council 19 June 2012 British Council, Bangkok, Thailand..
  • Cownie, F., 2012. Innovative ways to empower, support and reward student reps. In: Student Union Conference 18-19 June 2012 Nottingham Trent University.
  • Cownie, F. and Scullion, R., 2012. Inspire, create, share: Attempting to create an appropriate learning culture through a 'Charter'. In: Fusion. 9 May 2012 Bournemouth University.
  • Cownie, F., 2012. Cownie, F.J. (2012) Undergraduate students’ commitment and intentions to emit word-of-mouth. In: LSIE Research Students’ Conference, 16 April 2012 Southampton University.
  • Cownie, F., 2010. Experiences of CPD: The Media School Short Course Framework. In: Education Enhancement Conference 2010 20 May 2010 Bournemouth University, England.
  • Cownie, F., 2009. BU Award for Outstanding Contribution to Student Learning. In: Education Enhancement Conference 2009 21 May 2009 Bournemouth University, England.
  • Cownie, F., 2008. Reflection on Knowledge Transfer Partnerships. In: Media Education Summit, 2015: Skillset workshop. 3-5 September 2008 Birmingham City University..
  • Cownie, F., 2008. Experiences of delivering CPD short courses. In: Media Education Summit. 3-5 September 2008 Birmingham City University..
  • Cownie, F., 1999. An Examination of the Evidence and Role of Commitment and Trust within Marketing Relationships Between a Charity and its Members. In: Academy Of Marketing Proceedings of the Annual Conference 7-9 July 1999 University Of Stirling. Stirling: University Of Stirling, 476-503.


Scholarly Editions

  • Hogben, J. et al.. Current thinking by Bournemouth Relationship Marketers. A Co-created Student Reader..
  • Burt, D. et al.. Relationship Marketing Reader.

PhD Students

  • Giles Milner. Application of learning theories in management work-based learning practice Ed D part-time.
  • Monsak Chaiveeradech. A study of bridging digital media literacy concept in Thai context of mindfulness, a case study of Thai online consumers’ perceived risk of social networking sites. PhD, full time
  • Shenel Mc Lawrence, 2018. The role of rapport in high net work individual client relationships within a service context.
  • Rehnuma Ali-Choudhury. Modelling the University Brand: Theoretical Development and Empirical Application
  • Jacqui Speculund. Can first year students become self-determined learners? Trialling an entrepreneurial learning module.
  • Helen O'Sullivan. HEI Brand Success.
  • Richard (Thomas) Berry

Profile of Teaching PG

  • Exploring word-of-mouth communication

Profile of Teaching UG

  • Relationship Marketing

Invited Lectures

  • Bringing a relationship marketing perspective to h, University of Portsmouth, 18 Nov 2015 more
  • Understanding co-creation, FTU, Hanoi, Vietnam, 07 May 2018 more

External Responsibilities

  • University of South Wales, External examiner (2016-)
  • University of Portsmouth, External examiner (2016-)
  • University of South Wales, Postgraduate Award Board Examiner (2016-2017)
  • University of South Wales, External examiner (2015-)
  • University of Portsmouth, external examiner (2000-2005)
  • Anglia Polytechnic University, external examiner (1996-)
  • University of Hertfordshire, external examiner (1994-1998)
  • Chartered Institute of Marketing, Senior Examiner Promotional Practice (1992-2000)

Internal Responsibilities

  • member, Education and Student Experience Committee
  • member of executive in varying capacities: Head of programmes; Head of Quality; Head of Academic Group; Head of Student Experience, School executive
  • member, Student Voice Committee
  • Chair 2000-2003; member 2003 onwards, School Quality Committee/School Academic Standards Committee
  • member in capacity of Head of Student Experience, Media School., Education and Student Experience Committee
  • Chair, Student Experience Forum Media School
  • Independent member, HSC Academic Standards Committee
  • Chair, Academic Offences Panel (Media School/FMC)
  • member, as Head of Student Experience, NSS working group
  • member, International Task Force
  • Member, representing Media School/FMC, BUCAT
  • Member, representing Media School/FMC, Fair Access Committee
  • member, Fair Access student retention and success working group
  • Member, representing Media School/FMC, Technology Enhanced Learning Group
  • member, Quality and Enhancement Group
  • member, Releasing Potential Committee
  • member, Change Management Committee
  • independent member, Internal audit team
  • Member, representing Media School/FMC, Student Voice Committee
  • member, representing Media School, Academic Standards Committee
  • Member, Review of Enterprise Group
  • member, SURE organising committee
  • member, British Conference of Undergraduate Research Conference organising committee
  • Member, representing Faculty of Media and Communication, International Commencement Ceremony Working Group

Public Engagement & Outreach Activities

  • Student Experiences Research Network, convened workshop on Alumni Engagement to an international audience. I also presented 'Do alumni want to give back to their university?'
  • Application of VR and AR in PR, communication and advertising
  • The golden age for content creators and trends not to be missed
  • Thank-you for coming to this session: Why gratitude matters: the power and challenges of saying ‘thank-you’. A workshop delivered by Fiona Cownie (BU) and Kate Bond (Royal Bournemouth Hospital)
  • Talking word-of-mouth communication. A BU workshop: Hanoi, June 2016.
  • I supported the university's summer school activities, generating workshop leaders for activity and delivering workshop on word of mouth communication

Attended Training

  • Bright space training, 31 Jan 2018
  • Research Impact and the Research Assessment Framework, 29 Jan 2018
  • British Academy Bid Writing Workshop, 03 Apr 2017
  • Introduction to British Academy, 08 Mar 2017
  • Introduction to MSCA Fellowships, 02 Feb 2017
  • Coaching masterclass., 31 Jan 2017
  • Research Bid Writing Workshop, 07 Apr 2016
  • N vivo workshop (day one), 06 Apr 2016
  • Statistics Refresher Workshop, 05 Apr 2016
  • Writing workshop, 24 Jun 2015
  • Supervisors' training, 10 Feb 2015


  • MA in Marketing (University of Portsmouth, 1998)
  • BA (Hons) in Human Geography (University of Reading, 1983)


  • Senior Fellowship of HEA (HEA, 2014)


  • HEA, Senior Fellow (2014-),
  • Society for the research into higher education (SRHE), Member (2015-),
  • Women's Academic Network, Member,
The data on this page was last updated at 04:10 on July 22, 2019.