I am a Senior Lecturer in the Marketing Division of the Derby Business School. My main teaching focus in the area of Consumer Behaviour and Brand Development and Management at both undergraduate and postgraduate levels both in the UK and in collaboration with our overseas partners. I am also programme leader for the specialist BSc in Marketing with Consumer Psychology and responsible for ensuring its currency and quality.
I am fortunate to work in a very dynamic environment and a subject area that is constantly evolving, thus presenting a wide range of opportunities for research and for industry collaboration and consultancy projects.
I am an active researcher within the consumer behaviour area and am interested in discovering consumption motivation, expectations and perceptions and the impact that consumption has on consumer satisfaction.
I also encourage students to take ownership of their learning and provide opportunities to discuss their learning both through extensive email contacts and during student drop-in sessions.
I teach on the following modules:
Customer Behaviour and Decision Making
Creating and Managing Brand Equity
I also mentor students on the BA Business Management and am personal tutor for the students taking Marketing with Consumer Psychology.
I have been working at the University of Derby since 1990 and have been involved in the development and leadership of a number of programmes, including the BA (Hons) Business Studies, the MA Marketing Management and the specialist programme BSc (Hons) in Marketing with Consumer Psychology, for which I am I currently programme leader.
Following further studies in Psychotherapy, I reduced my full time role at Derby to enable me to work in private practice, and to pursue other interests outside work. I became a Fellow of the Higher Education Academy in 2015. This enabled me to take a valuable fresh look at my teaching philosophy and practice, and to identify my own learning needs to ensure my own relevance in a fast changing education environment.
My early research and publications focused very much on skills and competences needed to ensure employability of undergraduates studying on business related programmes. This lead to the development and subsequent teaching of a number of skills modules and a continuing interest in the professional skills development, mentoring and personal tutoring.
Following further qualifications in Marketing (CIM Diploma and MA Marketing), and Psychotherapy (PG Dip.), my research interest has shifted to the social and cognitive aspects that influence consumption processes - from the initial impulse to purchase/ consume to the way consumers and organisations dispose of products or end service relationships.
I also work as research consultant, focusing mainly on small and not-for-profit organisations, and advise these on ways to improve the exchange process for both the organisation and their customers. For example, a large study of the use of parks for Derby City Council provided valuable information about the different groups of visitors and their expectations and perceptions of the facilities. Work carried out for the Austin Community Centre in Derby lead to a Staff Excellence Award.
I am currently researching the motivation both of individuals, who open their private gardens to the public to raise money for charities and the motivation and expectations of their visitors. The outcome of this research will inform organisations such as the National Garden Scheme and will hopefully lead to improvements in the services offered.
Membership of professional bodies
Fellow of the Higher Education Academy
Member of Academy of Marketing and the Chartered Institute of Marketing
Member of the British Association of Counsellors and Psychotherapists
BSc (Hons) Business Studies (Upper Second), University of Buckingham
Postgraduate Diploma in Marketing , Chartered Institute of Marketing
MA Marketing Management, University of Derby
PG Diploma in Integrative Psychotherapy, Birmingham University
Fellow of the Higher Education Academy
Wiesehöfer, H., (2014), All that glitters is not gold- factors other than brand impacting on the purchase of road bikes, Academy of Marketing, Bournemouth
Wiesehöfer, H., (2013), Using Personal Tutorship to raise student aspirations, Teaching, Learning and Assessment Conference, Buxton
Wiesehöfer, H., (2015), In search of the magic wand- Improving the experience of counselling clients in Derbyshire, Academy of Marketing Conference, Limerick.
Experience in industry
As a practicing marketer prior to entering Higher Education I acted as a consultant for a number of organisations. These include Datatrade (Northampton), Pedigree Petfoods, Addis, Weetabix, and National Express. My focus now is on smaller organisations, and particularly those in the not-for-profit sector, and I frequently utilise these links to provide learning opportunities for students (Example).
Student consultation project for Haddon Hall and DRCS.
With regards to other HE experience, I have acted as a member on the validation panels at Stafford, Liverpool John Moore and Lincoln University, as well as the Open University in Greece, and have been external examiner at a number of Universities in the UK.
Other projects carried out include a "Usage Study of Green Spaces" for Derby City Management Team, an Expectation and Satisfaction Study for Trent busses, Analysis of service delivery and development of a Blue-print for a regional firm of lawyers.
I am a practicing psychotherapist and trustee of a mental health organisation and run short therapy courses for groups.
Prior to settling in the UK, I have lived and worked in a number of countries, gaining valuable experience of cultural differences and how these impact on our world view and our learning.
I have delivered HE courses in a number of countries, including Germany, Greece, Malawi and Switzerland, and am responsible for monitoring the quality of teaching and assessment wherever my modules are taught.
Being a foreign national, I am acutely aware of the issues faced by students, who do not study in their native language and am able to offer advice on overcoming some of these hurdles.
Additional interests and activities
I am a founder member of the Middleton Environment Group, which aims to raise awareness about environmental issues and helps to support local projects through fundraising activities. Such fundraisers include the annual open garden event, a produce show, and the publication of a walking booklet.
I also play various instruments as part of a music group, take art lessons and keep fit through swimming, walking, playing badminton and further development of my garden, which is open twice a year to the public via the National Garden Scheme.
19 May 2015 Radio Derby interview about the resignation of Thornton’s CEO- accessible at www.facebook.com/DerbyUniBusiness/posts/1082058485157541
2 June 2015 Derbyshire Guardian, report on student consultation project for Haddon Hall and DRCS accessible at https://www.facebook.com/DerbyUniBusiness/posts/1082058485157541
27 November 2015 Interview with BBC Radio Derby, commenting on the ‘Black Friday’ phenomenon
27 November 015 ITV, Interview commenting on the ‘Black Friday’ phenomenon.
Barnes, E., Meyer, R., McClelland, B., and Wiesehöfer, H. , (1997), Marketing: An Active Learning Approach, The Open Learning Foundation, Oxford University Press
Ellis, N. and Wiesehöfer, H. (1998), Editorial, Qualitative Market Research: An International Journal, ISSN: 1352-2752
Ellis-Chadwick, F., McHardy, P., and Wiesehöfer, H., (2002), Online customer relationships in the European financial services sector: a cross-country investigation. Journal of Financial Services Marketing, 6(4) pp. 333–345.