Tao Chang

Tao teaches Marketing and Strategy related modules at both UG and MSc/MBA levels. He is a personal academic tutor for a number of home as well as overseas students. In addition, Tao supervises a number of UG/PG dissertations.

Tao was nominated by students in 4 categories ‘Most inspiring lecturer’, ‘Outstanding PG supervisor’, ‘Most helpful feedback’ and ‘Outstanding Personal Academic tutor and professional mentor’ in the 1839 Awards (Student Led Teaching Awards), shortlisted and winner in the ‘Mental Health Champion’ category.

Consultancy and Enterprise projects

Tao was invited by McARTHURGLEN to deliver staff training in the area of Chinese Consumer Behaviour (Sep 2019).  Nike, Coach, Furla, Mulberry, Polo Ralph Lauren, Under Armour, Kipling, Karl Lagerfeld, Swarovski, Body Shop, Antler, Cosmetics Company Estee Lauder attended the training.

Tao was interviewed (July 2019) by Sage on Chinese millennials’ consumer behaviour of luxury brands. This video is hosted on SAGE Research Methods digital platform.

Tao provided consultancy work facilitating a number of Chinese local government and business delegations when they visited the UK for business development activities. (June 2015).

Co-investigator with Professor Weili Li, Professor Charles Brennan and Professor Chris Smith on Evaluation Study of Moisture Migration Prevention research project (2010).

Tao won the bid for the NWDA Innovation Voucher and has helped a private business owner to develop innovation and enhance his business in Manchester-“Chinese Consumer Behaviour in the UK” funded by Northwest Development agency (Innovation Voucher), United Kingdom (2009). 

Research consultant in a project entitled “A Comparative Study of the Emotional Responses of Chinese and UK Consumers to Negative Encounters” funded by Open University Business School and Manchester Metropolitan University Business School (2006).

Tao was a Refereed reviewer for Journal of Strategic Marketing (2016). Journal article entitled “Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox”.

Community Engagement

I represented Chester Business School to discuss learning outcomes and school strategy development in Lagos, Nigeria speaking to 1000 education leaders in person and 4000 delegates online at Edves Catalyst 2022. This enhanced our SDG agenda with Goal 4 Quality Education and Goal 10 Reduced Inequalities. (June 2022).

I was invited by Strategy Networks to attend Education Strategy Forum (Oct 2021).

I was an invited speaker on the topic of Brexit Impact on Business Relationship with China at Worcester Rotary club. (Oct 2016).

I was an invited speaker representing the university to make a Chinese New Year speech (Feb 2016).

I helped World City Organisation facilitating Tianjin, Beijing, Guangzhou delegations when they visited the West Midlands local councils (Nov 2015).

I was part of the China project team organising MMU exhibition in Guangzhou, China (2012).

I hosted a number of Chinese University delegations in the past when they visited UK universities for collaboration discussion.

Published work and Conference Presentations

Chang, T (2023) ‘Impacts of CSR Informational Processing Variables on Chinese Consumer Response to Luxury Fashion Brands’, University of Chester PGR Symposium.

Chang, T and Ariguzo, V (2023) ‘Using Dissertation Supervision Meetings as Formative Assessments to Improve PGT Students’ Summative Assessment Performance’, University of Chester Teaching and Learning Conference.

Shollo, F and Chang, T (2021) ‘The Future for Student Engagement in Curricula: the Case of Facebook as an E-learning tool’, Advance HE Teaching and Learning Conference (online).

Nagirikandalage, P and Chang, T (2019) Research-based Learning and Assessment, Advance HE Teaching and Learning Conference, University of Northumbria, Newcastle.

Mao, L and Chang, T (2019) An Examination of Consumer Purchase Intention and Effectiveness of Marketing Instruments in WeChat, Academy of Marketing Conference Proceedings, Regent University, London.

Xiong, Z and Chang, T (2018) ‘A Study of Chinese Consumer Behaviour of Online Transport booking applications –-Uber and Didi Kuaidi’, Chinese Marketing International Conference, Shanghai (Accepted).

Chang, T and Lin, S (2013) ‘Marketing in a Global Context’ in “Principle of Marketing—a Value Creation Perspective’, Palgrave Macmillan.

Chang, T., Perez, M., Robinson, N,and Swift,J.S.(2008) British Overseas Retail Operations: Findings on the Adaptation of Tesco’s Operations in the Chinese Market, Proceedings of the Salford Postgraduate Annual Research Conference, 8-9 May.

Tao is currently undertaking his PhD under the supervision of Professor Julieanna Powell-Turner and Professor Kurt Allman investigating impacts of CSR Information Processing Variables on Chinese Consumer Response to Luxury Fashion Brands.

BA (Hons), GDME, MSc, PGCAP, SFHEA, CMBE, Doctoral researcher

Certificate of completions/CPD Activities    

• Equality and Diversity in the Workplace May 2022
• Carbon Literate certificate Feb 2022
• Prevent and Safeguarding Feb 2022
• Won internal HR bid to attend ‘Diversifying Leadership’ training run by Advance HE (Oct 21-Feb 22)
• Challenging conversations Dec 2021
• Race Equality, Microaggressions & Bias training June 2021
• Race for Equality training Mar 2021
• Staff recruitment and selection Jan 2021
• Mental Health First Aider training Dec 2020
• Certificate for Equality and Diversity April 2020
• Certificate for Anti-Bribery April 2020
• Leading During Times of Change training course run by University of Chester Nov 2019 to Jan 2020
• Mentoring Skills run by University of Chester in Nov 2019
• Data Protection (GDPR) Oct 2019
• Leadership in Academia Training funded by Welcome Trust Oct 2019
• Prevent in Higher Education (Prevent) July 2019
• Professional Development Course for External Examiners May 2017