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Sue Diston

Senior Lecturer

Nottingham Business School

Staff Group(s)
Academic Division Department of Marketing


Sue is a Lecturer / Senior Lecturer in the Marketing Division of NBS.  Sue’s teaching focuses on consumer behaviour, services marketing and improving the customer experience. She has taught on a range of modules within the UG and MSc programmes. Sue has been module leader on the UG final year module, Creating Customer Value Through Marketing and is currently joint module leader of the UG final year module, Improving the Customer Experience. Sue also teaches on the MSc module; The Customer Experience and the UG Buyer Behaviour module.

Career overview

Sue’s background is in B2B industrial purchasing and sales. She has also worked in B2B and B2C roles in the private sector.

Research areas

Sue is currently writing up her PhD. Her research interest centres on exploring the customer experience through an emotional lens and in particular generating actionable insights that have value for private sector and healthcare service improvement programmes (design and delivery), actionable insights for the effective delivery of resources, staff training and customer and patient management.  She has presented at the Academy of Marketing, The British Academy of Management, SERVSIG (The American Marketing Association) and EQUIS (The European Quality of Services).