Staff profile

Dr Charles Hancock

Senior Lecturer in Marketing

Charles Hancock reading a book.




College of Business, Law and Social Sciences


Derby Business School

Research centre

Centre for Business Improvement




Kedleston Road, Derby Campus



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 employers to help students’ experience real world learning through interesting assignments.

I am also an early career researcher and currently work on several interesting projects discovering deep customer value using an innovative visual research methodology and looking to develop this research further.

Teaching responsibilities

I am currently leading the MSc Marketing Management programme which runs in the UK and also at our partner college, Mediterranean College in Athens. I also teach on both undergraduate and postgraduate modules. I lead the undergraduate Independent Studies module for students undertaking Marketing, Finance and Accounting and Logistics programmes. I also teach the industry led marketing executive module where students work on live projects with employers. I additionally lead the postgraduate module Marketing Strategy and Leadership. Previously, I have taught on many marketing and operations modules across the UK and Africa at both undergraduate and postgraduate.

I currently supervise postgraduate MSc dissertations and I am also supervising doctoral students in the Marketing discipline. I was awarded the Business, Computing and Law 'Lecturer of the year award' by the students Union in 2013/14 and was also shortlisted for the same award in 2018.

Research interests

My current research focus is understanding customer value through the use of a visual methodology, based on the 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.

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.

Membership of professional bodies


Recent conferences

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, 49th 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, 48th 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 30-plus years.

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.

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 ...

In the media

I have recently been on BBC East Midlands today discussing the future of the high street in Belper.

My media areas of interest are:

Recent publications

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)

Red Christmas baubles

It’s been a couple of years since the last Christmas advert blog, so what’s new? Dr Charles Hancock, Lecturer in marketing at the University of Derby, comments on the impact of Christmas advertisements this year.

Fresh from a visit to Harvard and face-to-face meeting with a marketing legend, Dr Charles Hancock, Senior Lecturer in Marketing at the University of Derby, talks about how his meeting with Harvard Emeritus Professor Gerald Zaltman came about and the impact it has had on his career.

Blurred colourful lights

Dr Charles Hancock talks about talks about the pinnacle and golden benchmark for Christmas adverts being John Lewis including how this years' ad compares.

Red and white light blotches and the outline of a Christmas tree to the right

2020 has been a year like no other we have experienced in modern times. From bush fires, floods and the Covid-19 pandemic, it is possibly one of most challenging years many have faced and has led to much loss, uncertainty and isolation. So, what do we need this Christmas?