Staff profile: Dr Gillian Lyons

Photo Gill Lyons
Role Senior Lecturer, Department of Marketing, Innovation, Leisure and Enterprise
Contact  Direct line:01902 323652



Industry Experience: Senior Manager in GKN group Company, Equipment Finance; Business Manage, Nuffield Hospital; some experience of Banking Sector.

Have worked with University of Wolverhampton for 20 years. Originally taught Economics to Business degree students, moved at request of Dean to take over responsibility for Health Sector Management Programmes including MBA (Health). When demand for these declined due to withdrawal of funding pockets, I was requested by the new Dean to take responsibility for the BA Tourism Management and Joints. When an Executive decision was taken to move this portfolio over to the new School of Leisure and Performing Arts, I declined an approach to move with the programmes and accepted an offer to move to the Marketing Department, where I became MSc Marketing Course Leader.

Internal experience has covered liaison with the then School of Health Sciences advising on the structure of the Public Health degree, as part of the validation panel and award committee; the Masters in Medical Science degree, and the Masters in Medical Management. This involved interaction with senior consultants and GP’s to inform content, structure and delivery of the programmes, through this route I became involved with the development of short courses for senior medics delivered by UWBS. I was also the chief  internal “auditor” for the HEFCE QAA inspection.

I was co-opted onto the New School Working Party responsible for deciding the aims and portfolio of SPAL. Within UWBS I am a member of the Professional and Postgraduate Committee and am active in consultancy and business development via KTP and other mechanisms.
Academic qualifications
  • DBA, Leicester Business School De Montfort University. Thesis title - 'A Diachronic Examination of the Process of a Knowledge Transfer Partnership in Creating a Marketing Capability in a Small Firm'
  • MA in Marketing Management, Manchester Metropolitan University: Thesis title – ‘Towards Product Development in Tourism: an exploration’.
  • Diploma, Chartered Institute of Marketing (CIM)
  • BA (Hons) Business Studies 2:1, Wolverhampton Polytechnic. Dissertation title – ‘Skills Shortages in the West Midlands Engineering Sector. Fact or Fable?’
Teaching interests

Teaching profile is predominantly postgraduate and Professional (Chartered Institute of Marketing) in the Marketing subject area with some activity related to Enterprise and previously also to Health Sector courses. A major focus for me is to offer students the opportunity to develop their skills in strategic thinking and practical, credible application of knowledge to complex business situations. This can be extremely challenging where English l is not the prime language, but frequently the reward is equal to the challenge. In order to do this I enjoy making use of KTP scenarios and contacts to bring real life perspectives and situations to add value to the student experience. Examples of modules taught are:

MK4023  Marketing Solutions for Business
MK4046  The Marketing Planning Process
7MK002  Marketing Management                                                  MG4057  International Marketing
MK4047   Leading and Managing Marketing
MG4087  Service Sector Management
MK4033   Marketing Management for SME’s
MG4125  Managing Service Quality                                                 HL4059   Managing Healthcare

I have particular interest in SME’s, Marketing Strategy and Planning and Services Marketing as these themes have been core in relation to Consultancy activity.

Corporate and community engagement Business Consultancy and Support

Former Business Counsellor with Small Firms Service; Business start-ups; Marketing Strategies; New Product/Service Development; General Business Advice (Legislation, HR, Accounting/Bookeeping)

Marketing Manager Training Access Points. Creating and maintaining training database; matching training needs with training programmes both corporate and individual; sourcing funding.

Knowledge Transfer Partnerships:

Academic Supervisor Carling Point Limited. Marketing Information Systems, Marketing Communications

Lead Academic Supervisor Youngs Home Brew Limited. Create and develop Marketing Strategy, Market Research, Marketing Information Systems, Marketing Communications, Positioning, Updating Brand Image. Business Process Re-Engineering. Achieved Certificate Of Excellence for Programme(only 6% max. of average 360 annual closing programmes achieve this) and Business Leader of Tomorrow Award

Lead Academic Supervisor Frank Galliers Limited.  Create and implement Marketing Strategy Marketing Communications, Growth Strategies including Market Development, Rebranding and Repositioning, Marketing Communications. Achieved Certificate of Excellence for Programme

Lead Academic Supervisor, Banro Ltd.  Strategic Market Development

Lead Academic Supervisor McAuliffe Group Limited. Create and develop Marketing Strategy , New Service Development, Rebranding and Repositioning, Marketing Communications

Lead Academic Supervisor Wolverhampton Primary Care Trust. New Service Development, Branding, Marketing Communications, Internal Marketing

Business Assists

Consultant STK Fire and Risk Management Ltd. Create and develop Marketing Information system and Marketing Strategy

Consultant Guardian Locks Limited. Create Marketing Communications Strategy

Business Development

Health Sector Short Courses,  Royal Wolverhampton Hospitals Trust;  Negotiations with Association of Business Advisers; Presentation to Co-op Group Manchester (2010); Assisted with development of presentation to MAS


Former Parent Governor, Birches First School, Codsall, Staffordshire
Professional body membership and roles Associate, Chartered Institute of Marketing

Associate Institute of Business Advisers

Research interests

Marketing and Growth Strategies in SME’s; Hidden Knowledge in SME’s and the role of culture in Business Strategy; Product development in Rural Tourism.  Competitive Positioning and Branding in SME’s and the NHS; Marketing Communications; Barriers to growth in SME’s.

I have previously been a reviewer of new books for the academic market place and was a “Super Reviewer” working with the Editor for a major text book related to Services Marketing.

I am currently developing two journal articles informed by KTP experience and my Doctoral thesis.

External academic roles
  • External Examiner, Harper Adams University College  (2006-2010)
  • External Validation Panel Member, University of Ulster (2010)
  • External Validation Panel Member, University of Wales (1999)
Selected publications


Lyons, G.A.(2002)  Vignettes/Case studies in  Kandampully, J. Services Management – the new paradigm in hospitality. Pearson Education Australia Pty Limited.

Lyons, G. A. (2000) Developing Rural Tourism Destinations: Implications for and of Information Systems. In FESENMAIER, KLEIN, & BUHALIS (Eds.) Information and Communication Technologies in Tourism, New York: Springer-Wein, pp. 233- 244.  ISBN 3 211 83483 4

Lyons, G. A. (2000) A Role for a Service Marketing Approach to Tourism Product Development. In ROBINSON, SHARPLEY, et al. (Eds.) Development in Urban & Rural Tourism.  Sunderland: Business Education Publishers Limited, pp. 191-205

Lyons, G. A. (1999) Tourism in Newport, presented to Telford & Wrekin District Council and Newport Regeneration Partnership, at Harper Adams Agricultural College, Nov 1999

Lyons, G. A. (1996) Working paper. Barriers to Learning - A comparative study - Quality & Perceptions of P/t   and F/t Business Studies Students - Paper accepted by EDINEB, Sweden

Lyons, G. A. (1993). Working paper .Skills Shortages in West Midlands Industry - fact or fable?


Lyons, G.A. (2013) Antipreneurship: the proverbial spoke in the Entrepreneurial wheel.  Institute of Small Business and Enterprise Conference, Cardiff, November 2013.

Lyons, G.A. (2011) 'Honing your competitive edge' presentation at Sightcare National Conference, February 2011, Birmingham UK

Lyons, G.A. (2010) The Knowledge Transfer Partnership Process, Conference Presentation May 2010 Knowledge Transfer Partnerships Conference, University of Brighton

Teaching case study used internally based upon KTP experience Youngs Home Brew (2009/10)

The Role of IT in Tourism Product Development, presented at Enter 2000, International Information & Tourism Technology Conference April 2000, Barcelona.

A Role for a Services Marketing Approach to Tourism Product Development, presented at Tourism 2000 International Conference, Sept 2000, Sheffield.