Donald Lancaster

Donald Lancaster

Dr, (Freeman, Worshipful Company of Marketors)

  • 10 EAST 3.60

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Personal profile

Research interests

Senior interpersonal agency-client relationships at central and local-office levels; International marketing and advertising, branding, multi-channel communications, big ideas.

Other responsibilities

Director of Teaching, MBA Programmes

Chair, Communications Workstream

Member, Employability and Business Engagement Workstream

Member, University Marketing Steering Group

Member, Alumni & Fundraising Steering Group

Director, Retailing & Contemporary Consumer Lab

Teaching interests

Donald is a Senior Lecturer (Associate Professor) in Marketing and Director of Teaching for MBA programmes at Bath University’s School of Management.  He lectures in marketing, branding, advertising and marketing communications.

He came to the University in 2014 after an established international advertising career. Working with Ad-Agencies big and small, he trained in London before embarking internationally to the Middle East, the Far East, Asia Pacific, back to Europe (Germany) and finally, 23 years later, London again.  

His clients have included many famous brands; e.g. Mars, Unilever, P&G, HSBC, Citi, Beefeater Gin, Stella Artois, Mazda, Toyota and even Aston Martin. He has led agencies for DMB&B, WPP (JWT, Ogilvy) and IPG (Lowe, Lintas) among others and has championed marketing strategy and multi-channel communications, content creation and evaluation across sectors, cultures and borders.  

His interest and experience in the field led to guest-lecturing, then doctoral research and now a full-time commitment to teaching tomorrow’s marketeers. His PhD examined the complex inter-company and inter-country relationships that drive the business of international advertising, looked at through the lens of Institutional Work.

Education/Academic qualification

Management, Doctor of Philosophy, School of Management

Award Date: 12 Dec 2018

Education, Higher Education Academy

Award Date: 28 Oct 2016

Management, Master of Research, University of Bath

Award Date: 1 Jul 2015

External positions

Freeman, Worshipful Company of Marketors

27 Sep 2018 → …

Fellow, Higher Education Academy

18 Oct 2016 → …


  • HD28 Management. Industrial Management
  • Advertising
  • Marketing
  • Institutional Work
  • International Advertising
  • Marketing
  • Institutional Work


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