Samantha Murdy


  • United Kingdom

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Personal profile

Personal Statement

I am the Director of the Undergraduate Programme and a Senior Lecturer in the Department of Marketing. I have been based in the department since moving from Australia in 2012. My research interests focus on destination branding within communities, visitor behaviour, as well as sustainability and conservation. Additionally, I am the convenor for the ethics committee within the Department of Marketing.

Research Interests

My research explores and examines marketing principles and theories in the context of tourism, with a focus on destination branding within communities, visitor behaviour, sustainability, and conservation. I have presented my research internationally, and have published my research in top tier journals, including: the Journal of Travel Research, Annals of Tourism Research, and Tourism Management.

Teaching Interests

My teaching has covered a range of topics at both an undergraduate and postgraduate level, including introductory marketing, market research, tourism marketing, and consumer behaviour. At the University of Strathclyde I have taught mainly at a postgraduate level (MSc), and my key areas of teaching include: Destination Marketing and Management, (International) Market Research, and International Hospitality and Tourism Management. I was nominated this year for a Teaching Excellence Award. 

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Projects 2014 2018

External Examining for Marketing

Harker, M. J., Murdy, S., Wilson, J., Brennan, R. & Ward, J.


Project: Research

Research Output 2011 2018

Appraising research methods for training for marketing

Harker, M., Gibbs, J., Murdy, S., Evanschitzky, H. & Stringfellow, L., 29 May 2018. 6 p.

Research output: Contribution to conferencePaper

research method

Appraising research methods training for marketing

Gibbs, J., Harker, M., Murdy, S., Evanschitzky, H. & Stringfellow, L., 2 Jul 2018, (Unpublished).

Research output: Contribution to conferenceOther

Research methods
Higher education institutions


Commercial Development Fund - awarded £30,000

Matthew Alexander (Recipient) & Samantha Murdy (Recipient), 2018

Prize: Other distinction


Knowledge Exchange Development Fund - awarded £9,876

Matthew Alexander (Recipient), Samantha Murdy (Recipient) & Derek Bryce (Recipient), 2016

Prize: Other distinction

Knowledge exchange

Activities 2018 2018

  • 1 Examination

External Examiner

Samantha Murdy (Examiner)
2018 → …

Activity: Examination typesExamination