Lorna Walker

Programme Director

Professional Biography

Lorna Walker has experience of designing and writing new programmes and modules (at both undergraduate and postgraduate level), monitoring assessment quality across all modules within the marketing and strategy department, writing programme and module documentation, running large modules (600-plus students), and managing teams of people. She is student-focused, using her own pedagogical research to constantly develop her teaching practice.

She combines academic knowledge with practical business experience gained during more than ten years working within the marketing industry, including five years working at a senior level within WEXAS, the UK's largest private travel club. She has been involved with OTHM (the Organisation of Tourism and Hospitality Management, which offers a range of professional qualifications in the travel industry) since its inception in 2003, initially as an examiner for three of its marketing modules  and, since 2007, also as Chief Examiner, responsible for chairing exam boards, monitoring quality across all modules, and training OTHM tutors.


  • PhD, political marketing, Cranfield School of Management (currently studying), 2010-14
  • PGCHE, Westminster University, 2005-07
  • MBA (with distinction), Kingston University Business School, 2000-02
  • MsSc Irish Politics, Queen's University Belfast, 1993-94
  • MA Social and Political Science, Pembroke College, Cambridge, 1990-93

Conference Papers Given

    • Walker, L and Mannix, R, What issues arise when delivering introductory marketing classes to multicultural groups of students?, Academy of Marketing conference, Liverpool, 5-7 July 2011
    • Walker, L and Mannix, R, Teaching marketing to multicultural groups of students: an examination of the issues from both students' and lecturers' perspectives, Academy of Marketing Science conference, Lille, 21-24 July 2010
    • Walker, L and Chalcraft D, Turning marketing teaching inside out: a learning-driven approach to the design of introductory marketing modules, Academy of Marketing conference, Coventry, 5-8 July 2010
    • Walker, L, Assessing students' ability to apply theory to practice – an assessment strategy for Principles of Marketing, BMAF conference, Newcastle, 20-21 April 2010
    • Walker, L and Chalcraft D, The role played by assessment and feedback in helping students on large introductory marketing modules better understand marketing, BMAF conference, Newcastle, 20-21 April 2010
    • Chalcraft, D and Walker, L, How do different learning activities contribute to marketing students' perceived understanding of marketing? A pilot longitudinal study using diarying, Academy of Marketing conference, Leeds, 6-9 July 2009 (poster)
    • Walker, L and Chalcraft D, How do different learning activities contribute to students' understanding of marketing?, BMAF conference, Cardiff, 28-29 April 2009

    Research Interests

    • Political marketing
    • Service quality
    • Teaching and learning
    • Social media

    Professional Affiliation(s)/Accreditation

    • Institute of Direct Marketing
    • Institute of Travel and Tourism
    • Fellow of the Higher Education Academy
    • Academy of Marketing

    Teaching & Course Development

    • Course Development
    • Development and validation of MA Business Management in International Travel and Tourism
    • Development of Political Marketing and International Copywriting modules at PG level and of Principles of Marketing and Copywriting for Marketers at UG level


    • Chief Examiner – OTHM (Organisation for Tourism and Hospitality Management)
    • External Examiner – University of Glamorgan Business School