About

I am a creative lecturer who is passionate about marketing and helping students achieve their best. I draw upon a wealth of various international industry experience from apprentice to boardroom, and have taught a variety of Business and Marketing subjects at the University of Derby since 2010.

I am an award-winning lecturer who uses innovative and engaging teaching methods to get complex theory across in a simplified way. I believe in using live industry briefs where appropriate and have worked with a number of international and local businesses to help students experience real-world learning through interesting assignments.

Currently a mid-career researcher and currently work on several interesting projects, discovering deep customer value using an innovative visual research methodology called ZMET and looking to develop this research further.

I am an external examiner at the Technological University Dublin for two retail programme.

Research interests

My current research focus is on understanding customer value through the use of a visual methodology, Zaltman Metaphor Elicitation Technique (ZMET). I am a member of the research centre Business Improvement (Responsible Customer Engagement) and I am interested in understanding current retail perspectives of integrating digital with bricks and mortar retail, to ensure a continued role and purpose for the high street for local communities.

The other area that I am interested in is marketing strategy and branding, particularly higher education marketing and understanding the student perspective from a deeper level. Current work includes developing a deep student value model to illustrate the phase of acquired value through the academic journey. I am a member of the Academy of Marketing, and regularly present to the Higher Education Marketing Special Interest Group and the Visual Methods Special Interest Group.

I am interested in supervising doctoral students who would like to use the ZMET methodology to gain deeper understanding and insights into their marketing subject area, particularly retail and service experience. Alternatively using ZMET in a different discipline would be very insightful.

Recent publications

Thomas, L. J., Hancock, C. and Boardman, R. (2025) ‘Theorising intention to buy second-hand wedding dresses: a ZMET study’, Journal of Marketing Management, 41(13–14), pp. 1312–1340. doi: 10.1080/0267257X.2025.2558906.

Lawson, A. and Hancock, C. (2025) Doing Marketing Research: Alternative Methods for Market Sensing. Routledge. ISBN 9781032972244

Hancock, C. and Longbottom, D. Market sensing and qualitative research in:
Lawson, A. and Hancock, C. (2025) Doing Marketing Research: Alternative Methods for Market Sensing. Routledge. ISBN 9781032972244

Hancock, C. and Miller, L. (2025) Sensory research using the Zaltman Metaphor Elicitation Technique (ZMET) in:
Lawson, A. and Hancock, C. (2025) Doing Marketing Research: Alternative Methods for Market Sensing. Routledge. ISBN 9781032972244

Hancock, C., Powell, T., Day, J. and Lawson, A. (2023) Real work opportunities in the curriculum: three different approaches. in:
Hansen, S. and Daniels, K. (ed.) How to Enable the Employability of University Graduates Cheltenham Edward Elgar Publishing. pp. 89-99. https://doi.org/10.4337/9781803926513.00022

Kuldeep Singh Banwait & Charles Hancock (2021) Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities, Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2021.2006853 Hancock, C. and Foster, C . (2019), "Exploring the ZMET methodology in services marketing", Journal of Services Marketing, Vol. 34 No. 1, pp. 48-58. https://doi.org/10.1108/JSM-11-2018-0344

Longbottom, D. and Lawson, A. (2017) Alternative Market Research Methods Market Sensing, Routledge. London. Pt 2. Chapter 4. Market Sensing Using Images and Emotional Scaling (Charles Hancock and David Longbottom)

Membership of professional bodies

• Fellow of Higher Education Academy
• Member of Academy of Marketing

Qualifications

• BEng (Hons) Manufacturing Engineering (1995) - University of Wolverhampton
• MSc Strategic Safety Management (1999) - Bournemouth University
• PhD Marketing (2016) - 'Using Images and Deep Emotions in Marketing Strategy in Higher Education' - University of Derby

Recent conferences

Thomas, L. and Hancock, C. (2024) Cognitive Impact of Second-Hand Workplace Clothing on Academics: Exploring Evidence for Enclothed Cognition. 5th -7th July 57th Conference of Academy of Marketing. University of Cardiff.

Hancock, C. Boardman, R. and Thomas, L. (2023) Exploring the Language and Stigma Surrounding Second-Hand Fashion: The Role of Semantics in Promoting Sustainable Shopping. 5th -7th July 56th Conference of Academy of Marketing. University of Birmingham.

Thomas, L.J., Hancock, C., and Boardman, R. (2023) ZMET study: Brides' thoughts on second-hand wedding dresses and the sharing economy. British Academy of Management. University of Manchester.

Hancock, C. (2021). Digging into the mind of ZMET: An Interview with Professor Gerald Zaltman. Online, 5^th -7^th July 54th Conference of Academy of Marketing.

Miller, L., Hancock, C., and Lawson, A. (2021). Queuing and crowding: a case study of Primark retail experience using ZMET. Online, 31^st August - 3^rd September, Conference of British Academy of Management.

Veasey, C., Lawson, A. and Hancock, C. (2021). Online, 5^th -7^th July, 54th Conference of Academy of Marketing.

Miller, L., Lawson, A., and Hancock, C. (2021). Is it just a low price tag? Using ZMET to explore consumer purchase experiences from low-margin fashion retailers. Online, 5^th-7^th July, 54th Conference of Academy of Marketing.

Hancock, C. and Lewis, R. (2021). The Mind’s Eye of Gen Z: uncovering the inner thoughts and beliefs of students, Gen Z students in Higher Education, University of Winchester, Online, June 9

Hancock, C., (2020) “Using ZMET beyond Marketing” Visual research methods in Business and Management research conference, University of Derby, 22^nd January, Society of Management Studies.

Hancock, C. (2019) Beyond Satisfaction; discovering deeper student value. Universidad Loyola, Seville, April 1st -2nd. SIG Colloquium

Hancock, C. (2018) ZMET: a deeper perspective. University of Stirling, July 4th -7th, 51st Conference of Academy of Marketing

Hancock, C. (2017) Visual research methodologies: How do we get deeper customer insights? University of Derby. June 28th, Special Interest Group British Academy of management and Chartered Institute of Marketing.

Hancock, C., Banwait, K. and Longbottom, D. (2016) Visualising marketing strategy: breaking the mould in higher education. Northumbria University, July 4th -7th, 49^th Conference of Academy of Marketing.

Hancock, C., Banwait, K., Longbottom, D. and Lawson, A. (2015) Seeing through the strategy illusion: uncovering images and deep emotions for a marketing strategy in higher education. University of Limerick, July 7-9, 48^th Conference of Academy of Marketing.

Experience in industry

I have worked in a variety of industrial positions since the age of 16. I started a career with the British Railways Board, Western Region, as an electrical and mechanical apprentice. Then I was fast-tracked through various technical and management positions in regional and national roles, while undertaking a part-time degree. As a result of the privatisation of the rail industry, I moved to the logistics industry, where I was the European head of Safety, Quality and Environment for a multi-million-pound company, Christian Salvesen Plc.

An entrepreneurial change of direction led me to successfully start a landscape and design business, undertaking commercial and domestic installations. I also successfully gained an RHS Silver medal for a design for a disabled garden called 'Inclusion' in 2002. Continuing with an entrepreneurial spirit, I started a landscape product design business, followed by property development and then a business improvement consultancy, which ultimately led to the commencement of a PhD in Marketing at the University of Derby. I have developed a wealth of business experience in marketing and operations over the last 38-plus years.

In the media

I have previously been on BBC East Midlands today discussing the future of the high street in Belper. I have also been on BBC Derby Radio discussing the Christmas TV adverts.

My media areas of interest are:

• Higher education marketing and student value
• The future of the high street
• Sustainable marketing
• Creating and delivering customer value

International experience

I have worked extensively across Western Europe including Spain, France, Germany, Italy, Belgium and the Netherlands. I have experience of professionally developing international safety, quality and environmental policy and behavioural culture in the logistics industry.

I have also taught at PG level overseas, delivering MSc Strategic Management modules in both Botswana and Malawi over several years.

Teaching responsibilities

I lead the undergraduate Independent Studies module for students pursuing programs in Marketing, Finance and Accounting, Tourism, Hospitality, and Events. I also teach the marketing manager module, where students work on live projects with employers. I additionally lead the postgraduate module Contemporary Marketing Challenges. Previously, I have taught on many marketing and operations modules across the UK and Africa at both undergraduate and postgraduate.

My teaching ethos is to use various methods, integrate authentic use of AI and digital solutions, alongside more traditional methods. I firmly believe in encouraging the development of human intelligence (HI) first and foremost, enabling the future industry leaders to be critical thinkers, being able to adapt and thrive in the digital business world.

I have successfully supervised numerous undergraduate and postgraduate dissertations. I have successfully supervised 4 doctoral students in the Marketing discipline to completion, including two using the ZMET methodology. I was awarded the Business, Computing and Law 'Lecturer of the year award' by the Students Union in 2013/14 and have also been shortlisted for the same award across several years since.

I teach on a global executive programme, the marketing and commercial excellence module. The programme is a prestige learning experience for ready mix leaders from across the globe for HOLIM, an international sustainable building solutions provider. I also teach commercial responsibility to Rolls Royce nuclear degree management apprentices. Both these programmes keep me industry engaged.

Additional interests and activities

I am a passionate, fun and creative family man who enjoys exploring both near and far destinations. I have a variety of interests.

I was previously commissioned with the East Midlands Reserves and Cadets as an Officer, working with young people to develop their confidence and leadership skills. I taught regularly at the Cadet Training Centre (CTC) of excellence Frimley Park, Surrey, the cadet equivalent of Sandhurst for adult officers and volunteers.

Another passion of mine is my beloved 1962 MGB roadster (Jasper), which I rebuilt in 2018. Having owned the car for last 23 years, it's now a family member. I also have a love of military history, architecture, landscape design, DIY, science fiction, water colour painting and photography.

Finally, I am an avid Stars Wars fan since the original film was shown in a cinema a long long time ago...