Rachel Shrimpton
Biography
Dr Rachel (Sammut) Shrimpton is an Assistant Professor in Marketing and the Director of the MBA programmes within the Faculty of Management, Sciences and Engineering at the University of Bradford. She also serves as Programme Leader for the School of Management’s Help to Grow: Management programme - a government-funded national initiative supporting SME growth delivered by Small Business Charter-accredited business schools.
Before joining the University of Bradford in 2021, Rachel spent nearly a decade working as a marketing consultant for leading digital agencies in the UK and Canada. This professional background underpins her learner-focused teaching philosophy, which emphasises the practical application of knowledge to real-world contexts.
Rachel holds a PhD in Marketing from the University of Bradford, an MBA, and a BA (Hons) in Business and Marketing Management from the University of Gloucestershire. Her research and teaching interests centre on digital marketing, consumer behaviour, and the role of conversational artificial intelligence in shaping user relationships and experiences.
Research
Teaching
Drawing on nearly a decade of industry experience consulting with digital marketing agencies across the UK and Canada, Rachel brings strong practical expertise in digital and content marketing, consumer behaviour, and marketing strategy. Her teaching is grounded in contemporary industry practice and emphasises strategic thinking, ethical decision-making, and measurable impact.
Rachel teaches digital marketing and marketing strategy at both undergraduate and postgraduate levels, including modules such as Digital and Social Media Marketing and Digital Campaign Planning and Content Management. Within her flagship MAR6014 Digital Campaign Planning and Content Management module, she leads live company-based projects where students work with real organisations on authentic digital marketing briefs, developing insight-driven strategies, content plans, and performance metrics. These projects bridge theory and practice while building commercially relevant skills and graduate employability.
Modules
- Marketing Management and Strategy in a Digital Age - MAR5011-B
- Digital Campaign Planning and Content Management - MAR6014-B
- Digital and Social Media Marketing - MAR5013-B
- Study Abroad Experience - MAL5010-Z
- Digital Business and Marketing Strategy Simulation - MAR7512-A
Professional activities
Education (4)
- University of Gloucestershire - BA (Hons) Business and Marketing Management
- University of Gloucestershire - MBA
- Seneca College of Applied Arts and Technology - Certificate Diploma - Web and Graphic Design
- Seneca College of Applied Arts and Technology - Advanced Diploma - Business and Marketing Management