Caroline Marchant

After a decade working in financial services marketing, Caroline became a Marketing Consultant in 1996 advising on marketing strategy and planning in a range of sectors from charities, tourism, education, the arts as well as financial services and working alongside agencies. At this time, Caroline taught marketing at both Edinburgh and Heriot Watt Universities.

In September 2012, Caroline accepted a full-time position at University of Edinburgh Business School and currently teaches marketing and branding at undergraduate and MSc levels and recently introduced the innovative and successful MBA Managing Stakeholder Communications course. Caroline is proud to have officially graduated as Dr Marchant on 23 November 2016 and has developed three research streams: building financial capability amongst emerging adults in the UK, understanding the influence of personal communications technologies on consumption practices amongst three generations within family networks, and understanding the smartphone as prosthesis for emerging adults.

Research Taxonomy

• Internet
• Marketing & society
• Marketing strategy and practice
• Consumer relationship marketing
• Consumption-orientated identity projects
• Digital marketing
• Emerging-adulthood
• Financial services marketing
• Branding
• Consumer culture and interpretive consumer research
• Consumer culture, identity & gender
• User generated content
• Advertising
• Consumer behaviour

Research Interests

Caroline has published in Journal of Marketing Management regarding emerging adults smartphone communication with family as they leave the home. Caroline's current research interests extend that research in two main ways, first looking at the smartphone as prosthesis in the lives of emerging adults. In her PhD, she researched the influence of personal communications technology (phones, laptops, tablets, emails, SMS texting) on three generations within a family. She also has an Early Venture Grant from the Business School to research her second main interest, 'Financial Socialization' and emerging adults, presenting findings at the CTC Conference 2014 and ERSC-funded Financial Services Seminar in 2015, as well as winning best paper at the CTC Conference 2016 in Aalborg, Denmark. She also co-researched and authored with Professor Tina Harrison and Professor Jake Ansell the Money Advice Service's, 'Young People and Financial Capability Report' (September 2016) which she has presented at numerous academic and practitioner seminars and events.

Research Area

Marketing