Staff profile

Tracy Powell

Senior Lecturer in Digital Marketing

Tracy Powell




College of Business, Law and Social Sciences


Derby Business School


Kedleston Road, Derby Campus



I am the Digital Marketing programme leader and teach on a number of modules across all levels of the Undergraduate Marketing programmes. I also act as dissertation supervisor for Postgraduate students. 

I work as a business mentor for companies, working on a range of strategic projects applying Digital Marketing and Consumer Behaviour theories alongside my own previous industry experience to improve business performance.

Teaching responsibilities

Professional interests

After completing my Undergraduate degree in Management and Banking I spent the first part of my career working in France.  Here I spent several years working in Strategic Management specialising in Marketing and Operations. Having experienced business development and marketing first hand, I wanted to improve my skills and theoretical knowledge so I studied for a Masters in Business and Consumer Psychology at Bangor University.  On completion I was able to use my previous experience and academic knowledge to set up my own consultancy.

Research interests

My main research areas are Consumer Behaviour online and the effect that environmental factors have on the online consumer.  I’m currently studying for my PhD in this area.

Membership of professional bodies


Recent conferences

Experience in industry

Freelance Consultant – Advising on appropriate product placement and methods to increase sales and decrease purchase barriers.  Projects included:

•           Bangor University – Developing business strategy for retail and catering outlets across the University. 

•           BBC Wales – Identifying techniques that would enable a more proactive interaction with their customers.


Successfactory™ - Training Consultant  

Working with clients delivering high impact training, facilitate learning and put in systems for team development

International experience

I spent a number of years in France beginning as a Marketing Manager and then working as an Operations officer until 2010

Additional interests and activities

I love being outdoors and can often be found out on the water, either sailing or kitesurfing if it is windy and wakeboarding or stand up paddle boarding if it is calm.