Dr Shelly Chapman

Lecturer in MarketingShelly Chapman

Contact details

  • Tel: +44 (0)116 223 1091
  • Email: sc694@le.ac.uk
  • Office: Room 0.28, Teaching Centre, Brookfield
  • Office hours: By appointment Thursday 10:00am - 12:00noon, by appointment only

Personal details

I have over 15 years of marketing management experience delivering corporate marketing strategy, positioning organisations as leaders in their fields, and managing the communication mix. I held senior positions as Head of Marketing for digital marketing agencies and have worked as a consultant for private and public sector organisations. Prior to joining the University of Leicester in September 2017 I worked at Cranfield University School of Management and Nottingham University Business School.


I am contributing to teaching on the MSc Management, MSc International Management, MSc International Marketing and MSc Marketing programmes.

Semester 1:

MN7008 Ethical Foundations in International Marketing (Module Leader)

Semester 2:

MN7331 International Marketing (MSc Management and MSc International Management) (Module Leader)

MN3117 International Marketing (BA Marketing) (Module Lead)


MN7042 Research Project Supervision Lead

Distance Learning:

MN7569 Foundations of Knowledge and Professional Skills (Module Lead)

MN7529 International Marketing (Module Lead)

Administrative responsibility

Programme lead for the postgraduate programmes in the marketing suite (MSc Marketing, MSc International Marketing and MSc Marketing for the Creative Industries.


My research focuses on responsible food marketing to young people and children. Broadly, research areas include, but are not limited to:

  • Marketing to children
  • Marketing communications
  • Digital marketing
  • Online gaming and gamification


I am interested to supervise research students in any of the above areas of interests and am happy to discuss research proposals with potential applicants.


Chapman, S., Maklan, S., Nairn, A., Dimitriu, R. and Macdonald, E. (2020 – working paper), Customised Advergames: Effects on Children’s Affective, Cognitive and Conative Responses, Journal of Interactive Marketing

Chapman, S. and Maklan, S. (2019), Taking Responsibility: The Impact of Customisation in Advergames on Children’s Responses and Persuasion Knowledge, Responsible Business Academic Symposium, Birmingham Business School, 12 September, Birmingham.

Chapman, S., Moisieiev, D. and Dimitriu, R. (2018), Happy for Your Loss: Why Schadenfreude Makes Consumers More Satisfied With Their Choices, European Marketing Academy Conference (EMAC): People Make Marketing, 29 May – June 1, University of Strathclyde, Glasgow.

Chapman, S. and Maklan, S. (2016), Effects of Customised Food Advergames on Children’s Affective and Conative Responses, British Academy of Management (BAM): Thriving in Turbulent Times, 6-8 September, Newcastle University Business School.

Chapman, S., Maklan, S., Nairn, A., Dimitriu, R. and Macdonald, E. (2014), Effects of Customised Advergames on Children’s Persuasion Knowledge, Attitudes, and Food Preferences, ISM-Open (Institute for Social Marketing), Social Marketing and Socially Responsible Management: Broadening the Scope, Open University, Milton Keynes.



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Contact Details

School of Business
University of Leicester
University Road



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