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Dr Anita Zhao

Associate Professor, Business

Telephone number

+44 (0) 1792 295578

Email address

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Research Links

Office 305 - 305
Third Floor
School of Management
Bay Campus
Available For Postgraduate Supervision


Anita is the Marketing Subject Group Lead since 2017. She has completed her PhD at the University of Gloucestershire Business School. Prior to her academic role, Anita gained extensive experience from the industry covering public and private sectors e.g. aviation, tourism and exporting in China.

She is keen on collaborating with colleagues with similar interest, inter- or cross-disciplinarily. Working with Professor Morgan et al., she has been awarded a project to conduct a Tourism Impact Assessment by the Isle of Anglesey County Council and provided expertise to support the Council on the Wylfa Newydd Nuclear New Build project (grant value: £46, 061.58, Co-PI).

Another project is granted by Swansea University (Bridging the Gap: Escalator, BTGE090, with Drs Koenig-Lewis, Xuan and Probert, value £7,190.60, CI) which focuses on identifying the role of consumer behaviour in (re)shaping future water utility business models under climate change impact.

One of her papers has been awarded the best paper ‘Political Marketing Track Prize’ sponsored by Wiley at the Academy of Marketing Conference 2013 (with Dermody et al.).

Anita is a Senior Fellow of Higher Education Academy (SFHEA). Her teaching experience and leadership have been recognised by the community.

Areas Of Expertise

  • Online financial services adoption
  • Sustainable consumption behaviours
  • Political engagement among young voters

Career Highlights

Teaching Interests

Anita is involved in teaching both undergraduate and postgraduate marketing modules. Here are some examples: -

  • Consumer Behaviour
  • Marketing Research
  • Marketing Communications
  • Dissertation

Anita has successfully achieved her Senior Fellowship of Higher Education Academy (SFHEA) in 2019. She has much experience as a programme director, Subject Group Lead, examiner, among other roles and duties.

She is also keen on applying technology in her teaching. For example, she has successfully secured a small grant awarded by Swansea Academy of Learning and Teaching in 2011 for “Using marketing simulations to enhance student engagement and experience” (PI, with Dr Koenig-Lewis, £1,772.17).


Anita’s current research interests include:

She is involved with several research projects focusing on sustainable consumption behaviours and political engagement among young voters.

Anita is currently supervising Doctoral and Postgraduate projects. She is also an experienced examiner to PhD thesis.

Award Highlights

In 2017, Anita was named the Outstanding Reviewer at Emerald Literati Network Awards for Excellence for her contribution to the International Journal of Bank Marketing.

One of her papers has been awarded the best paper ‘Political Marketing Track Prize’ sponsored by Wiley at the Academy of Marketing Conference 2013 (with Dermody et al.).


Anita always seeks opportunities to extend her research expertise and work with other colleagues/experts both internally and externally. She has been invited by Chinese Academy of Science to present one of her research in 2017:

  • Zhao, A. L. et al. (2017). Exploring the Impact of Traditional Cultural Values on Sustainable Consumption Behaviours in China, Paper presented at The impact of rapid urbanisation on health in Chinese mega-cities (Research workshop attended 27th-29th November 2017, Xiamen, P.R. China).

The workshop was hosted by Cardiff University, Swansea University and Institute of Urban Environment, Chinese Academy of Science.