Shaping Tomorrow’s Marketers: Q & A with Marketing Course Director Dr. Maria Lichrou

Dr Maria Lichrou is an associate professor in Marketing at the Kemmy Business School (KBS) UL, where she serve as Course Director for the MSc in Marketing, Consumption & Society and Chair of the KBS Research Ethics Committee. Her research focuses on sustainability, consumption and place. She Studied Tourism Business at Technological Institute (TEI) of Patras, Greece. 2001: received an MA in Marketing by the University of Nottingham, UK. 2009: received a PhD in Marketing by the University of Limerick.

What inspired you to pursue a career in Marketing and Consumer Research, and how has your own background shaped your role as Course Director?

My inspiration stems from a deep interest in how culture, society, and marketing intersect. This passion was ignited by my experiences as a citizen in a consumer-driven culture and further cultivated through my academic studies in marketing and consumer research. These experiences have profoundly shaped my approach as Course Director, encouraging me to foster a critical and reflective learning environment for students.

Can you share something interesting with us about your research?

As a member of the Consumers in Society Research Cluster at KBS, my research delves into consumer identity, place-making, and sustainable living. More about the cluster can be explored here: 

What sets this programme apart from similar courses at other universities?

The MSc in Marketing, Consumption & Society combines marketing, consumer studies, and sustainability to equip students with the skills to address contemporary challenges in marketing management and consumer culture. The program offers a comprehensive education by blending key theoretical frameworks with reflective engagement on the intersection between marketing and consumption in contemporary society. In addition, it includes specialist learning spaces, conducive to collaborative and hands-on learning experiences. 

Are there any unique features or modules within the programme that students should be excited about?

The programme includes a variety of creative, critical, and reflexive hands-on projects that emphasize teamwork and blend theoretical understanding with practical learning. For example, the Consumer Ethnography module facilitates deep immersion and participant-observation into diverse consumption contexts, fostering deep insights and hands-on learning.

Are there opportunities for students to engage in research, group projects, interdisciplinary work, or practical experience such as internships during the course?

The programme offers a mixed variety of group and individual projects, including market-relevant ‘live’ projects. In addition, the dissertation component facilitates in-depth engagement with independent, impactful research. 

What skills or knowledge will students gain that are highly valued in the industry or field?

The programme cultivates critical, creative, and reflexive thinking. Students will develop a critical understanding of diverse marketing perspectives and approaches, and the tools to generate deep insights through immersion in marketing and consumption contexts. The curriculum also encourages analytical thinking, self-motivation, collaboration, flexibility, and time management. Additionally, students will foster openness to new ideas, respect for others, attentive listening and observation to deepen understanding, and a drive for continuous learning.

What type of candidates are you looking for, and what attributes or experiences make a successful student in this programme?

We welcome candidates from a wide range of cognate disciplines, such as business studies, cultural studies, media studies, and sociology. Successful students typically exhibit an academic foundation in marketing or consumer society and demonstrate intellectual curiosity, a drive for innovation and collaboration in their approach to learning. An interview with the course director is typically part of the application process.