Dr Tom Bowden-Green

Qualifications:

PhD, MSc, BA Hons

Position:

Senior Lecturer in Marketing

Department:

FBL - Law

Telephone:

+441173286105

Email:

Tom.Bowden-Green@uwe.ac.uk

Social media:

About me

I am a Senior Lecturer in Marketing, teaching across undergraduate and postgraduate programmes. I specialise in consumer psychology, digital marketing, and marketing communications.

I am the author of Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach, published by Routledge in January 2026. The book connects established psychological theory with practical marketing decisions. I also produce the weekly Marketing & Psychology newsletter, and manage the accompanying Marketing & Psychology website.

I am curating the Marketing Minds conference, a collaboration between UWE Bristol and Bristol Creative Industries scheduled for January 2027 and I co-host the A Life in Marketing podcast with Dr Hanne Knight of the University of Plymouth. My wider knowledge-exchange activity includes behavioural science workshops, industry conferences, and digital marketing training for SMEs.

My career combines more than ten years of senior consultancy experience plus more than thirteen years of academic teaching and research. Before entering academia, I worked in communications consultancy, progressing to Associate Director at Grayling Communications. My work included strategic communication, media relations, stakeholder consultation and the development of a nationwide training programme. I was also a member of Grayling Bristol’s Senior Management Team and served as Chair of the Chartered Institute of Public Relations West of England. 

I hold a PhD from the University of Bath, where my research investigated how consumers’ personality traits interact with their engagement with social media content. I am a Fellow of the Higher Education Academy and a Certified Management and Business Educator through the Chartered Association of Business Schools. I also review manuscripts for journals spanning marketing, psychology, digital behaviour and communication.

Knowledge exchange

Alongside my academic role, I am a Board Director of Bristol Creative Industries, representing a network of more than 1,000 members across the creative sector. My role focuses on strengthening academic engagement with creative businesses. I also oversaw the signing of a Memorandum of Understanding between UWE Bristol and Bristol Creative Industries in 2025. Other collaborations have included work with Bristol City Council, Visit West, several digital marketing agencies, and entrepreneurs based within the Future Space innovation lab.

I have led a substantial portfolio of externally funded skills, business-support and research projects. These include several waves of Digital Skills Bootcamps funded by the Department for Education through the West of England Combined Authority, a Creative Business Management and Leadership Bootcamp, and a programme of Business Growth Masterclasses for creative SMEs funded through the Higher Education Innovation Fund. I was also Principal Investigator for a Vice-Chancellor’s Early Career Research Grant. 

I regularly speak at academic and industry events. Recent appearances have included the Chartered Institute of Marketing’s Leading a Digital Future event at Henley Business School, SocialB2B, B2C & eCom Marketing at Google’s London headquarters, and a Bristol Creative Industries Wake Up Call. I have also appeared on marketing and business podcasts including Nudge, Influence Anyone, Brain Fuel, the Chartered Institute of Marketing podcast and the Strand Review of Books.

Research

My research explores consumer psychology. My published work has examined advertising congruence, the use of social proof, motives for social media use, and the relationships between personality traits and online behaviour. My current projects address responses to climate change, the Bristol place brand, identity and belonging at post-1992 universities, and value co-creation.

I currently act as a PhD supervisor for two doctoral researchers examining driving behaviour and parasocial relationships with influencers. My wider academic responsibilities have included acting as a progression examiner, contributing to AACSB accreditation activity and serving as External Examiner for the MSc Digital and Social Media Marketing at the University of Plymouth.

Teaching

I teach undergraduate and postgraduate subjects spanning consumer behaviour, digital marketing communication, marketing strategy, and consultancy research. My teaching connects psychological theory with contemporary marketing practice, helping students understand not simply which marketing techniques are used, but why they influence consumers and how they can be applied responsibly.

I created and led the MSc Digital Marketing programme at UWE Bristol, designing and validating the programme in consultation with industry partners, and securing accreditation from the Digital Marketing Institute. The programme achieved a 96% Postgraduate Taught Experience Survey satisfaction rating. 

An important feature of my teaching is engagement with industry and professional practice. Drawing on my consultancy background and relationships across the creative sector, I have designed and delivered professional programmes, masterclasses, summer schools and workshops for marketers, entrepreneurs, creative SMEs and international students. These have included three two-week digital marketing summer schools for students from Bangkok University and strategic marketing masterclasses for Scottish SMEs funded by Highlands and Islands Enterprise. 

Area of expertise

Psychology and Behavioural Science

Digital Marketing

Marketing Communications

Publications

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