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About Tao Chang

Professional roles and memberships:

Fellow of Higher Education Academy

University of Westminster Oct 2015-Oct 2019

  • External examiner for Undergraduate Marketing and Business Strategy Subject Board
  • Chief External Examiner Marketing Strategy Oct 2018-Oct 2019

University of Staffordshire Sep 2015-Sep 2019

  • External examiner in Strategic Management

University of Northampton Oct 2016

  • External panel member- Institutional Validation of International Partnership-Global Leather Chemical Company, Stahl Europe


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 has been nominated a few times in the “Best teacher” and “Employability” category.


Published work

Nagirikandalage, P and Chang, T (2019) Research-based Learning and Assessment, Advance HE Teaching and Learning Conference, Newcastle (Accepted)

Mao, L and Chang, T (2019) An Examination of Consumer Purchase Intention and Effectiveness of Marketing Instruments in WeChat, Academy of Marketing Conference 2019 (accepted)

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.

Consultancy and Enterprise projects

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)

Tao helped World City Organisation facilitating Tianjin, Beijing, Guangzhou delegations when they visited the UK (Nov 2015)

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

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”


  FHEA, PGCAP, MSc, GDME, BA (Hons).