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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


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.

Watson, C., McCarthy, J. and Rowley, J. 2012, (In review) Consumer attitudes towards mobile marketing in the smart phone era, International Journal of Information Management, *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. InĀ  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.