Eleni (Lenia) Tsougkou


  • United Kingdom

Accepting PhD Students

PhD projects

Students who are interested in studying topics such as firm/brand-level activism, social media and AR or AI particularly within an international marketing context, as well as subjects within the broader area of international marketing (including both firm and consumer perspectives), are encouraged to submit their research proposals for consideration.

Personal profile

Personal Statement

Eleni (Lenia) Tsougkou is a Lecturer in Marketing and Deputy Director for the five PGT Programmes (September Intake) of the Department of Marketing at the University of Strathclyde (MSc Marketing, MSc International Marketing, MSc Tourism Marketing Management, MSc Digital Marketing Management and MSc Innovation & 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). During and in between her studies she gained work experience, both in the marketing side of the industry as well as in the agency side, holding mostly account handling responsibilities.


Research Interests

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

Her major research interest concerns international business from a marketing perspective and tackles aspects such as:
- International marketing (e.g. international marketing strategy, export marketing & entry modes, global branding and global brand management, global consumer behaviour)
- International Entrepreneurship (e.g. entrepreneurial orientation, innovativeness, competitive aggressiveness)

Her doctoral thesis focused on investigating how export product adaptation affects customer value creation. She is currently involved in a multi-country project examining “Entrepreneurship in the 21st Century” and specifically tackling issues such as export product adaptation, innovativeness, entry-mode and international CSR.

On the side, Eleni is also interested in aspects of marketing management related to:
- Digital marketing/(online) brand management; Brand activism; Consumer psychology & behaviour (e.g. the role of emotions in marketing settings, consumer engagement, attitudes and intentions)

She holds experience both in:
- Quantitative research (regression analysis & SEM-structural equation modelling)
- Qualitative research (e.g. interviews), preferably as part of a mixed methods approach

Her work is frequently presented in international conferences and she is extremely keen on supervising students on any of the above-mentioned research areas.

Teaching Interests

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. Additionally, she instructs courses in Strategic Global Marketing. 

In the past, Eleni taught Export Marketing and 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.


Expertise & Capabilities

- International marketing

- Exporting, international marketing strategy and entrepreneurship

- (Global) branding

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

- Structural Equation Modelling (SEM)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action
  • SDG 16 - Peace, Justice and Strong Institutions

Education/Academic qualification

Fellow of the Higher Education Academy (FHEA), Higher Education Academy

Award Date: 3 Sept 2021

PGCert in Teaching and Learning in Higher Education, University of Strathclyde

Award Date: 1 Sept 2021

PhD in International Marketing (Thesis title: A multifaceted approach to the effect of export product adaptation on customer value creation), Loughborough University

Award Date: 10 Jul 2019

Associate Fellow, Higher Education Academy (FHEA)

Award Date: 18 Jun 2017

External positions

External Examiner - School Assessment Board (SAB) for Marketing, Innovation, Tourism & Events (MITE) Subject Area, UWS

1 Oct 202230 Sept 2026


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