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MMU Business School Staff Profile

Name: Mr. Jeff McCarthy
Department: Marketing, Operations and Digital Business
Location: MMU Business School, Room 6.10

Telephone: 0161 247 6751

Twitter: @jeffmclfc
LinkedIn: /in/jeffmccarthyuk

Office Hours: Monday 13:05-14:05 and Wednes 15:00-16:00

Academic and Training: 

  • PG - Module Leader: Strategic Planning for Digital and Social Media Marketing Communications (L7)
  • PG - Lecturer: Managing Customer Value (L7, MBA programme)
  • UG programme teaching: Strategic Communications Theory and Practice (L6 core unit)
  • BAMM Champion
  • Commercial course teaching: MSc Digital Marketing Communications & MSc Internet Retailing, PG Cert in Public Relations and Digital Communications, PG Cert in Digital Communications.
  • IDDM Diploma in Interactive & Direct Marketing and Certificate in Digital Marketing

Digital, direct and sport marketing specialist since 1996. Jeff ran own his business from April 2003, specialising in e-retail & digital publishing. Skills cover e-commerce, m-commerce, digital and direct marketing in B2B and B2C environments. One of the very first marketers to receive the IDM CPD award.

B2C client & previous experience covers such brands as: M&S, JJB Sports, JD Sports, Liverpool FC and many other football clubs (circa 30), internationalSPORTSgroup, Littlewoods Shop Direct Group, Neals Yard Remedies, John Lewis, TUI, P&O Ferries, American Airlines, SONY, Littlewoods Gaming & Bet Direct, William Hill, EIDOS Interactive.

B2B client & previous experience: Blue Sheep, PC World Business, Royal Mail (partnership), Verbatim. 

Qualifications Jeff is studying a PhD. Currently holds:

MPhil (awarded Distinction)
MRes (awarded Distinction)
BSc (Hons) awarded Merit

Chartered Marketer
CIM & IDM CPD Awards


Research interests: social media; social network sites; online communities; e-marketing; mobile marketing; tribal marketing; relationship marketing; sports marketing.

  • Reviewer for: Internet Research; Journal of Place Management and Development
  • Reviewer for: AOM; BAM; RIBM; MindTrek;
  • Member of “The Centre for the Study of Football and its Communities
  • Member of the following Research Clusters:

    • Digital and Social Marketing Communications
    • Sport
    • Consumer Behaviour
  • Speaker at DS Manchester, Apr 2014. Excellent social media reviews.
  • Conference speaker: Internet World, Digital Cultures, TFM&A
  • Blog contributor: Republic of Digital; The Conversation.

Rowley, J. Ashworth, C. McCarthy, J. (2014) “Social Media: The Issues, Benefits and Strategies for Brands”, Lee, I. (Ed.) Integrating Social Media into Business Practice, Applications, Management, and Models, Hershey: IGI Global, pp.98-126.

McCarthy, J. Rowley, J. Pioch, E. and Ashworth, C.J. (2014), Managing brand presence through social media: the case of UK football clubs, Internet Research, 24 (2), pp.181-204. Has achieved #13 in top 20 downloads from IR in 2014.

Watson, C., McCarthy, J. and Rowley, J. (2013), Consumer attitudes towards mobile marketing in the smart phone era, International Journal of Information Management, 33, pp.840-849. *2.

McCarthy, J., Pioch, E., Rowley, J. and Ashworth, C.J. (2012) “The Practice of Business Research: Akin to Orienteering”. In: Harrigan, P. and Harris, L. (eds) Proceedings of the Academy of Marketing Conference 2012: Marketing: Catching the Technology Wave, Academy of Marketing, Southampton.

McCarthy, J. (2012) Reflections on Business Research: Working Backwards, Forwards, Sideways. In 15th Annual Doctoral Symposium 2012, Manchester Metropolitan University, Mar 14-15.Reviewer: 2x BAM 2012 papers

Best Academic Paper Award, MindTrek 2011: "Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs"

Presented at "Social Media" Track of MindTrek 2011

McCarthy, J. (2009) Social Network Sites and Football: Key issues for football club marketers. In 12th Annual Doctoral Symposium 2009, Manchester Metropolitan University, Mar 25-26.