Eleni (Lenia) Tsougkou is a Senior Lecturer in Marketing and Director for the PGT Programmes (September Intake) of the Department of Marketing at the University of Strathclyde (MSc Marketing, MSc International Marketing, MSc Tourism Marketing Management, and MSc Digital Marketing Management). She has a wide spectrum of academic background in business, ranging from economics to marketing management. She obtained her PhD in International Marketing from Loughborough University (UK). She also holds a master’s degree in Advertising and Marketing from Leeds University Business School (UK), as well as an undergraduate degree in Economic and Regional Development from Panteion University of Social and Political Sciences (Athens, Greece). Eleni's work has been published in leading academic journals, including the Journal of World Business, International Marketing Review, Journal of Public Policy & Marketing, Journal of Business Research, and Journal of Marketing Management.

Eleni has a wide spectrum of research interests within the area of the firm’s international activities and marketing management.

Her major research interests lie within the areas of:

- International marketing (e.g. international marketing strategy, global branding and global brand management, global consumer behaviour)

- Brand activism and firms' sociopolitical activities;

- Marketing and brand management (incl. digital marketing) and its intersection with consumer psychology & behaviour (e.g. the role of emotions in marketing settings; consumer engagement with firms' online activities)

- International Entrepreneurship (e.g. entrepreneurial orientation, innovativeness, competitive aggressiveness)

Eleni's doctoral thesis focused on investigating how export product adaptation affects customer value creation.

She holds experience in both:

- Quantitative research (e.g., SEM-structural equation modelling, regression analysis, mediation analysis)

and

- Qualitative research (e.g. interviews), preferably as part of a mixed methods approach

Her work has been published in major academic journals and is frequently presented at international conferences.

Eleni is extremely keen on supervising students in any of the above-mentioned research areas.

Eleni has extensive teaching experience at both undergraduate and postgraduate levels. She currently serves as the class coordinator for the honours module of International Business Management and the postgraduate module of Export Marketing. Additionally, she instructs courses in Strategic Global Marketing. 

In the past, Eleni taught Dissertation Skills to MSc Marketing students. She was further involved in teaching and assessing various modules, such as Principles of Marketing, Making Marketing Work, Business Environment Analysis, and Global Strategic Management.

- International marketing

- (Global) branding

- Marketing management and consumer behavior within digital, online, and interactive marketing settings

- Structural Equation Modelling (SEM)