Professor Fiona Cownie
- Professor of Relationship Marketing and Sustainability in HE
- Weymouth House W420, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Biography
I seek to provide thought leadership in relational approaches to higher education drawing from sustained experience in academic leadership. I aim to be an excellent educator with a key focus on delivering a personalised student experience. My teaching focusses on Relationship Marketing, the essence of which I see as 'to know and be known'. My institutional leadership embraces sustainability, postgraduate research (PGR), student research, and alumni relations working with academic and professional services colleagues to deliver best practice in these realms.
My focus is on a relational, collaborative and co-created strategy. This approach is based on thinking about interactions within Higher Education and is informed by a desire to maintain and enhance connections between students, alumni, academics and their institutions. The academic-student relationship is at the heart of my thinking and practice as an educator.
My research profile features a series of lead and co-authored outputs, a track record of grant applications, institutional leadership of student research and experience of doctoral supervision, including four completions... I work within a cross-disciplinary (academic/professional services) team to advance BU’s Sustainability strategy, including the recently approved Climate and Ecological Crisis Action Plan.
My contributions within the faculty and departmental professoriate leadership teams are underpinned by substantial experience within a variety of faculty executive roles which embrace strategic planning, teamwork across the institution, resource management and successfully managing a team comprising academics, demonstrators and professional service staff.
Externally, I have connections with a network of alumni offices across the HE sector and strong links with the prestigious Society for Research into Higher Education. My work in SE Asia embracing partnership development, Global Festivals of Learning, recruitment and alumni activity has furnished me with a wide range of connections with international academics. I have successfully supported early and mid-career researchers in Indonesia, Thailand and Vietnam, working collaboratively on a series of conference papers and outputs.
moreResearch
Hosting SustainaWHAT?! to encourage PGRs to embed sustainability within their doctoral research
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:
Responsible consumption and production
"Ensure sustainable consumption and production patterns"
Responsible consumption and production
"Ensure sustainable consumption and production patterns"
Responsible consumption and production
"Ensure sustainable consumption and production patterns"
Partnership for the Goals
"Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development"
Journal Articles
- O'Sullivan, H., Polkinghorne, M., Chapleo, C. and Cownie, F., 2024. Contemporary Branding Strategies for Higher Education. Encyclopedia, 4 (3), 1292-1311.
- O'Sullivan, H., Chapleo, C. and Cownie, F., 2024. . Location, Vocation, Education: Place Marketing in the context of English ‘new’ universities. Pannon Management Review.
- Cownie, F., Haft, J., Vu, V., Natalia, N. and Chaiveeradech, M., 2023. Gratitude stimulates word-of-mouth more than words of thanks. Journal of Marketing Theory and Practice, 31 (4), 416-433.
- Rutherford, D. and Cownie, F., 2022. Teaching Advertising for the Public Good. Journal of Promotional Communications, 9 (1).
- Cownie, F. and Gallo, M., 2021. Alumni gratitude and academics: implications for engagement. Journal of Further and Higher Education, 45 (6), 788-802.
- Cownie, F., 2020. How commitment influences students’ conversations about higher education. Journal of Further and Higher Education, 44 (10), 1401-1418.
- Rutherford and Cownie, F., 2020. Teaching advertising for the public good. Westminster Papers in Communication and Culture, 15 (2), 162-177.
- Cownie, F. and Prentice, S., 2020. Drivers of trust within the athlete-online coach relationship. Journal of Promotional Communications, 8 (1), 105-124.
- Natalia, Mordekhai, L. and Cownie, F., 2020. Tourist segmentation in Jakarta: An analysis of Jakarta's City branding. Pertanika Journal of Social Sciences and Humanities, 28, 121-139.
- Slutsky, P., 2019. Special Edition on Cross Cultural Communication. Journal of Promotional Communications. Journal of Promotional Communications, 7 (1).
- Cownie, F. and Slutsky, P., 2019. Introduction to Special issue on Cross Cultural Communication. Journal of Promotional Communications, 7 (1), 1-2.
- Cownie, F., 2019. ‘What drives students’ affective commitment towards their university?’. Journal of Further and Higher Education, 43 (5), 674-691.
- Cownie, F. and Gardiner, Z., 2018. Proximity and Consumer Trust in a Brand Crisis. Journal of Promotional Communication, 5 (3).
- Cownie, F., 2018. Special issue on Relationship Marketing Journal of Promotional Communications. Journal of Promotional Communications, 6 (2), 1.
- Cownie, F., 2018. Foreward Special issue on Relationship Marketing. Journal of Promotional Communications, 6 (2), 1.
- Cownie, F., 2018. Communication Problem. Research Professional.
- Cownie, F. and Ridsdale, B., 2018. What makes consumers trust automotive electronic commerce? Journal of Promotional Communications.
- Cownie, F., 2017. Gratitude and its drivers within higher education. Journal of Marketing for Higher Education, 27 (2), 290-308.
- Hogben, J. and Cownie, F., 2017. Exploring Slacktivism; Does The Social Observability of Online Charity Participation Act as a Mediator of Future Behavioural Intentions? Journal of Promotional Communication.
- Chapple, C. and Cownie, F., 2017. An investigation into viewers’ trust in and response towards disclosed paid-for endorsements by YouTube lifestyle Vloggers. Journal of Promotional Communication.
- Cownie, F., 2016. "AN ANALYSIS OF WORD-OF-MOUTH COMMUNICATION AMONGST STUDENTS. DO UK STUDENTS BEHAVE DIFFERENTLY FROM THEIR OVERSEAS COUNTERPARTS? ”,. Journal of Communication Arts.
- Cownie, F., 2016. An analysis of word-of-mouth communication amongst students. Do UK students intend to behave differently from their overseas counterparts? Journal of Communication Arts, 3 (2559).
- Cownie, F., 2016. Gratitude: does it have a place within media-practice education? Journal of Media Practice, 17 (2-3), 168-185.
- Cownie, F., 2015. Commitment balance: An opportunity for cross-cultural research. Journal of Communication Arts, 33 (2), 38-47.
- Cownie, F., 2010. Introduction: Contextualising Stakeholders in the Law School. Stakeholders in the Law School, 1-14.
Books
- Cownie, F., 2010. Stakeholders in the Law School.
- Cownie, F. and Cocks, R., 2009. ‘A Great and Noble Occupation!': The History of the Society of Legal Scholars.
- Cownie, F., 2004. Legal Academics: Culture and Identities.
Chapters
- Cownie, F. and Rutherford, 2024. Sustainable digital advertising and greenwashing. Digital Advertising Evolution. 65-80.
- Cownie, F. and Sunderland, M., 2023. Integrating journalism education and the sustainability agenda. Challenges and New Directions in Journalism Education: Reflections. Routledge.
- Cownie, F., 2023. Rosemary Auchmuty –Doing Feminist Legal Biography. Women, Their Lives, and the Law: Essays in Honour of Rosemary Auchmuty. 101-116.
- Cownie, F. and Ramos, I., 2020. Female Environmental Influencers on Instagram. In: Yesiloglu, S. and Costello, J., eds. Changing the Ways Companies Communicate J. Routledge: London.. London: Routledge.
- Cownie, F. and Harrison, J., 2020. The Monetization of Opinions: An investigation into consumer responses to covert endorsement practices on Instagram. In: Yesiloglu, S. and Costello, J., eds. Influencer Marketing and Relations: Changing the Ways Companies Communicate. London: Routledge.
- Cownie, F. and Goode, J., 2020. Alumni Associations. Sage Encyclopedia of Higher Education. Sage.
- Cownie, F., 2018. First Woman Professor of Law in the UK, Claire Palley, 1970. Women’s Legal Landmarks: Celebrating the History of Women and Law in the UK and Ireland. 297-300.
- 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.
Conferences
- Cownie, F. and Khamkar, G., 2024. Academic Reverse Mentoring - Fostering Inclusive Learning in Higher Education. In: Education Conference Faculty of Media and Communication 1-5 July 2024 Bournemouth University.
- Cownie, F., 2024. Sustainawhat?! Building powerful online collaborations around sustainability. In: Education Conference - Faculty of Media and Communication 1-5 July 2024 Bournemouth University.
- Cownie, F., Beaumont, R., Gwilliam, J., Olley, J., Gardiner, S. and Lui, C., 2024. SustainaWHAT?! learnings and legacies. In: Advance HE Sustainability Symposium 21 March 2024 Online.
- Cownie, F., 2023. Purposeful and unintentional greenwashing. In: SRHE Annual Conference 4 December 2023 online.
- O'Sullivan, H., Chapleo, C. and Cownie, F., 2023. Antecedents, nature and consequences of brand success in comparable English newer universities. In: 44th Eurasia Business & Economics Society Conference 6-8 July 2023 Istanbul.
- O'Sullivan, H., Chapleo, C. and Cownie, F., 2023. Location, Vocation, Education: Place Marketing in the context of English 'New' Universities. In: 22nd International Congress on Public & Non-Profit Marketing 4-6 July 2023 Hungary.
- Cownie, F., 2022. Marketing sustainability: Are we greenwashing? In: Academy of Marketing 5-7 July 2022 University of Huddesfield.
- Cownie, F., 2022. Pursuing Climate Action: combining academic and professional forces. In: AdvancedHE Sustainability Symposium 2022 29-30 March 2022 Online.
- Goode, J. and Cownie, F., 2021. Increasing Connections With Diverse Audiences. In: CASE Europe Annual Conference 2021 (CEAC) 18 November 2021 online.
- Cownie, F., Haft, J., Sonata, N., Vu, V. and Chaiveeradech, M., 2019. Does gratitude increase word-of-mouth amongst students? In: Annual Conference of the Society of Research into Higher Education 4-6 December 2019 Newport, Wales.
- 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., Haft, J., Vu, V., Sonata, N. and Chaiveeradech, M., 2019. Does gratitude increase voice amongst students? In: Media Education Summit 2-3 April 2019 Leeds.
- 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. Proceedings of the Academy of Marketing.
- 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 Bangkok, Thailand.
- 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: its role within the student experience. In: Media Education Summit, 2015. 20-21 November 2015 Emmerson University, Boston, US..
- 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. Proceedings of the Academy of Marketing.
- 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. 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. , 476-503 Stirling: University Of Stirling.
Reports
- Cownie, F., Milton, P. and Polkinghorne, M., 2008. Development of an e-marketing & IT strategy - a knowledge transfer case study. Poole, England: Bournemouth University.
- Cownie, F., Milton, P. and Polkinghorne, M., 2008. Development of an integrated e-marketing & IT strategy – a knowledge transfer case study. Bournemouth, England, UK: Bournemouth University.
- Cownie, F., Milton, P. and Polkinghorne, M., 2008. Wheesh Ltd: KTP Final Report. UK: TSB.
Internet Publications
- Cownie, F., 2020. For the student communities, is it time for alumni to step up?. Wonkhe.
- Cownie, F., 2020. Saying thank you takes courage.
Scholarly Editions
- Hogben, J. et al.. Current thinking by Bournemouth Relationship Marketers. A Co-created Student Reader..
- Cownie, F. and Goode, J.. Alumni Associations, Sage Encyclopaedia of Higher Education. Sage.
- Burt, D. et al.. Relationship Marketing Reader.
Posters
- O'Sullivan, H., Chapleo, C. and Cownie, F., 2023. The Two Branches of Inclusivity in Higher Education. In: FLIE Fusion Learning Colloquium 2023..
Others
- Cownie, F., 2020. For the student communities, is it time for alumni to step up?. WonkHE. Published.
PhD Students
- Annie East, 2023. What are students doing when we aren't looking?: An exploration of the ways students interpret the production and risk assessment process when working independently on location film shoots., (In progress)
- Giles Milner. Application of learning theories in management work-based learning practice Ed D part-time., (In progress)
- Jacqui Speculund. Can first year students become self-determined learners? Trialling an entrepreneurial learning module., (In progress)
- Katherine Ellis. Assessing the impact of increased diversity within advertising agency creative departments on the creative product, or advertising texts, (In progress)
- Paul Boyce. Group dynamics and social identities in student cohorts., (In progress)
- Richard (Thomas) Berry, (Completed)
- Laura Campbell, 2021. Navigating the inbetween space: how First in Family students transition into and through undergraduate study, (Completed)
- Helen O'Sullivan. HEI Brand Success., (Completed)
- 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, (Completed)
- Shenel Mc Lawrence, 2018. The role of rapport in high net work individual client relationships within a service context., (On hold)
- Rehnuma Ali-Choudhury. Modelling the University Brand: Theoretical Development and Empirical Application, (On hold)
Profile of Teaching PG
- Exploring word-of-mouth communication
Profile of Teaching UG
- Relationship Marketing
Invited Lectures
-
Understanding co-creation, FTU, Hanoi, Vietnam, 07 May 2018 more
Understanding co-creation and the implications of culture for its success in Vietnam. Invited as part of ASEAN Global Festival of Learning. -
Bringing a relationship marketing perspective to h, University of Portsmouth, 18 Nov 2015 more
University of Portsmouth Research Series.
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
- Delivered workshop about integrating Climate Action into SCITECH programmes, SCITECH validation team
- Member, representing Faculty of Media and Communication, International Commencement Ceremony Working Group
- member, British Conference of Undergraduate Research Conference organising committee
- member, SURE organising committee
- Member, Review of Enterprise Group
- member, representing Media School, Academic Standards Committee
- Member, representing Media School/FMC, Student Voice Committee
- independent member, Internal audit team
- member, Change Management Committee
- member, Releasing Potential Committee
- member, Quality and Enhancement Group
- Member, representing Media School/FMC, Technology Enhanced Learning Group
- member, Fair Access student retention and success working group
- Member, representing Media School/FMC, Fair Access Committee
- Member, representing Media School/FMC, BUCAT
- member, International Task Force
- member, as Head of Student Experience, NSS working group
- Chair, Academic Offences Panel (Media School/FMC)
- Independent member, HSC Academic Standards Committee
- Chair, Student Experience Forum Media School
- member in capacity of Head of Student Experience, Media School., Education and Student Experience Committee
- Chair 2000-2003; member 2003 onwards, School Quality Committee/School Academic Standards Committee
- member, Student Voice Committee
- member of executive in varying capacities: Head of programmes; Head of Quality; Head of Academic Group; Head of Student Experience, School executive
- member, Education and Student Experience Committee
Public Engagement & Outreach Activities
- Presentation to Fujitsu global marketing team (28 Oct 2021)
- Public engagement with Fujitsu's international customer experience team (19 Oct 2021)
- Global sustainability teach in day (04 Dec 2020)
- World Sustainable Development teach in Day, Hamburg University of Applied Sciences (04 Dec 2020)
- Eat your Greens (06 Nov 2019)
- Leading and convening SRHE workshop on alumni engagement. (16 May 2018)
- Roundtable discussion (06 May 2018)
- Roundtable discussion (04 May 2018)
- ESRC festival of social science (10 Nov 2017)
- To promote BU's professional practice activity with international audiences (25 Jun 2016-26 Nov 2016)
- Faculty organiser of summer school activity including delivery of workshop. (01 Jan 2014)
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
Qualifications
- MA in Marketing (University of Portsmouth, 1998)
- BA (Hons) in Human Geography (University of Reading, 1983)
Honours
- Senior Fellowship of HEA (HEA, 2014)
Memberships
- Society for the research into higher education (SRHE), Member (2015-),
- HEA, Senior Fellow (2014-),
- Women's Academic Network, Member,
Networks
- SPROUT: The PGR Sustainability Collective
