Dr Shelly Chapman

Teaching Fellow in Marketing

Shelly ChapmanContact details

  • Tel: +44 (0)116 223 1091
  • Email: sc694@le.ac.uk
  • Office: Room 506, Level Five, Ken Edwards Building
  • Office hours: Friday 3.00 pm - 4.00 pm

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 combine consultancy work for private and public sector organisations with lecturing and research. Prior to joining the University of Leicester I worked at Cranfield University School of Management and Nottingham Trent University Business School.


  • International Marketing
  • Marketing Management
  • Principles of Marketing
  • Ethical Foundations in International Marketing
  • Strategies for Creative Marketing and Innovation
  • Marketing Strategy and Innovation


My research focuses on responsible food promotion and marketing to young people and children, issues about which I am passionate. I am also interested in investigating the link between promotions and children’s behaviour and well-being with strong emphasis on the public policy relevance of such research.

Broadly, research areas include, but are not limited to:

  • Marketing to children
  • Consumer behaviour and psychology
  • Marketing communications
  • Digital marketing
  • Digital gaming and gamification


I am willing 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. (2017 - working paper), Customised Advergames: Effects on Children’s Affective, Cognitive and Conative Responses, Journal of Interactive Marketing


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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