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Guja Armannsdottir

Senior Lecturer

Nottingham Business School

Staff Group(s)
Department of Marketing


Guja is a Senior Lecturer in the Department of Marketing. She teaches on various modules both undergraduate and postgraduate level at Nottingham Business School for several courses within the University, such as BA Marketing, BA Business Management and Marketing, MSc Marketing, MSc Branding and Advertising and MSc Digital marketing.    The modules she is involved in include Contemporary Issues in Strategic Marketing Management (level 6), Research Project (level 6), The Customer Experience (level 7) and Marketing Management (level 7). Guja is a module leader for Buyer Behaviour (level 5), module which has over 400 students [2019-2020].  In the past she has been a module leader for The Customer Experience (Level 7) and Fundamentals of Marketing (Level 4). Furthermore, Guja is a placement tutor on the industry experience programme for international students.  Previously, Guja created with two of her colleagues a new course for the marketing department called BA(Hons) Marketing with an optional Chartered Institute of Marketing (CIM) Professional Certification and CAM Diploma. This course has now over 300 students during all three years.

Guja is an active researcher and has had success in the ABS accredited publications with external and internal collaborates, including the ABS 3* European Journal of Marketing, International Journal of Market Research ABS 2* and Qualitative Market Research: an International Journal ABS 2*. Guja’s research has focused upon political branding, female entrepreneurship and gender and marketing. She is currently collaborating with researchers on projects in Italy, Iceland, Guernsey and the United Kingdom. In addition, Guja and her colleagues are working with Nottingham City Council to review and evaluate perception of cycling provision in the city. Guja regularly attends and presents research papers and numerous national and international conferences. Guja is a DBA and PhD supervisor and has been a reviewer for the College Research Ethics Committee since 2016.

Guja began her career as college teacher in Iceland. She later worked in marketing and has a several year experience as a media planner and assistant sales director.

Career overview

Prior to working at Nottingham Business School Guja worked as an hourly paid lecturer at the University of Hull while studying on her PhD. Her industry experience comes from several years of working in media buying for small and medium sized organisations in Iceland.

Research areas

Research and scholarly interests have focused upon:

  • exploration of Icelandic marketing women entrepreneurs
  • gender and marketing
  • political brand image
  • marketer behaviour/psychology of the marketer
  • value co-creation in SME pop-up retail space

Current projects:

  • evaluating how marketing students perceive both the role and practice of the marketer
  • value co-creation in SME pop-up retail space
  • development of political brands in island communities
  • non-structural barriers to utility cycling


Guja is currently supervising/working with candidates on a wide range of projects.  Supervisory invitations are extended to those wishing to study in any area matching Guja’s research interests

External activity

  • Awarded prize for best ‘working paper’ 20th International Conference on Corporate and Marketing Communications, 2015
  • Awarded prize for ‘best paper in track’ (Critical Marketing), Academy of Marketing Conference, Bournemouth University, 2014.