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Dr Xia Zhu

Profile summary

  • Central Academic Staff
  • Lecturer in Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • xia.zhu

Professional biography

Xia Zhu is a Lecturer in Marketing at the Open University. Previously, Xia worked at Keele University and Sheffield Hallam University. Xia obtained her masters degree in Marketing from UMIST, and her PhD in Marketing from Manchester Business School, University of Manchester. Before her academic career she worked as a business development manager in a British company expanding its business in the Far East. Xia has been awarded by British Academy/Leverhulme Small Research Grant examining social media engagement during museum visits.

Research interests

Dr. Xia Zhu's research interests are in the following areas

  1. Services marketing,
  2. Business-to -business marketing,
  3. Social media/digital technology in marketing
  4. Methodological issues in marketing
  5. Faith and wisdom in business

Xia welcomes potential PhD students who are keen to develop research in related areas.

Teaching interests

Xia has taught marketing across undergraduate and postgraduate levels at various universities. Examples of modules that Xia delivered include:

  • Services Marketing
  • Marketing Research
  • Marketing Principles
  • Business Marketing and Sales Skills
  • Strategic Marketing Management
  • Master Dissertation
  • Master Consultancy Projects

Impact and engagement

Xia showcased her PhD research at the Manchester Museum. She has also worked with York Museum Trusts, investigating social media enegagement during museum visits and fed back to their practice. Xia also engages external parties and provide research on community projects.

External collaborations

Xia published in Journal of Services Marketing, and Journal of Service Theory and Practice, and reviews for a number of journals including, Journal of Marketing Theory and Practice, Journal of Service Theory and Practice (formerly known as Managing Service Quality), Journal of Service Management and Journal of Marketing Management. Xia has also been working with academics internationally on funded projects.


  • 2017-2018, British Academy/Leverhulme Small Research Grant (Principal Investigator) (£9549.00) with Prof. Adrian Palmer (CI) and Prof. Noel Siu (CI, Hong Kong Baptist University).
  • 2017-2018, Erasmus+ Mobility Grant (£957.58) at IESEG Management School, France.
  • 2017, NCRM Training Bursary (£200.00)
  • 2016, Hong Kong Baptist University Faculty Research Grant (Co-Investigator) (99880.00 Hong Kong Dollars, equivalent to £9811.00) with Prof. Noel Siu (PI, Hong Kong Baptist University).
  • 2013, ESRC Training Bursary (£650.00)
  • 2011, ESRC Training Bursary (£1000.00)
  • 2009-2010, FfWG, Funds for Women Graduates (£3800.00)
  • 2009, Doctoral Student Bursary, Academy of Marketing Science
  • 2006, Doctoral Student Bursary, Academy of Marketing