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Samantha Read

Senior Lecturer

Nottingham Business School


Samantha Read joined Nottingham Trent University in January 2020. She teaches on a range of undergraduate and postgraduate modules across BA Marketing, BA Marketing Joint Honours, BA Business Management Marketing, and MSc Branding and Advertising. She also supports students in gaining the CIM Level 4 Certificate in Professional Marketing.

Career overview

Samantha previously worked at the University of Northampton, where she was instrumental in implementing an Active Blended Learning approach to teaching and learning. Samantha is passionate about creativity in HE, teaching-enhanced learning, and gamification within education. Her industry experience includes Digital Marketing Manager for an online TV guide, Marketing Executive within a viral marketing agency and Web Editor and Senior Copywriter for a bespoke advertising agency creating luxury magazines and property videos for premium UK estate agents.

Samantha studied BA (Hons) English with Creative Writing at Nottingham Trent University, and gained MA Screenwriting from Bournemouth University. She was awarded a Postgraduate Certificate in Academic Practice (PGCAP) from The University of Northampton, and became a Fellow of the Higher Education Academy (FHEA) in 2019.

Research areas

Samantha is currently studying for a PhD at the University of Northampton, researching self-congruity and brand engagement with digital possessions. Her research interests include Brand Engagement in Self-Concept, possessions and the extended self, storytelling in advertising, and cyberpsychology.

She has produced a number of conference papers in the area of self-congruity and digital possessions, presenting at The Academy of Marketing (2016, 2017, 2018), The European Conference of Social Media (2014) and various internal and external research events. To further bridge the gap between academia and the local community, Samantha was part of the organising committee for the Merged Futures Conference 2019 in Northampton, as well as organising a Bake your Research Competition at The University of Northampton's Research Conference in 2019.

Press expertise

Samantha is keen to share her research with the local community and has featured on a number of BBC radio shows, including sharing her expertise on BBC Radio Northampton following the publication of the Children’s Commissioner’s report Life in Likes (2018) in order to offer advice to parents on how to support their children’s use of social media.