Joe Docherty

Lecturer in Marketing
Joe Docherty is a Lecturer in Marketing in the Department of Fashion, Marketing, Tourism and Events. He teaches at undergraduate and postgraduate levels in entrepreneurship, brand management, strategic marketing planning, corporate governance, and business research methods. He supervises Masters dissertations on themes relating to online marketing, branding, and corporate social responsibility. He is also a Learning and Teaching Adviser within his department, a role which involves supporting and assisting the efforts of colleagues to develop and sustain a culture of continuous improvement.

Prior to starting at Glasgow Caledonian University Joe worked for many years in marketing consultancy for various household name brands. He has marketing practitioner experience with clients in a range of areas including telecommunications, retail, hospitality, and the charitable sector. He uses this practical experience, combined with relevant academic theory, in class teaching in order to enhance the student learning experience.

Joe has been a Fellow of the Higher Education Academy since 2014 and holds qualifications in international and comparative education as well as relevant business and marketing qualifications. He is particularly interested in the marketing issues faced by small businesses and has worked for Glasgow Caledonian University on projects and partnerships with the small business sector. His research interests are currently focussed on social marketing and ways in which marketing techniques can be used to benefit society in the not-for-profit sector.