Dr. Zhiteng Feng

Biography

Zhiteng Feng is a Lecturer in Marketing at the Alliance Manchester Business School, University of Manchester, where he serves as Programme Director for the MSc Digital Marketing. He holds a PhD in Marketing from the University of East Anglia, where his research examined the impact of electronic word-of-mouth on consumer decision-making. He also earned a Master’s degree in Social Science Research Methods (MSc Marketing) from Norwich Business School. Before joining Manchester, he was a Lecturer in Marketing at Norwich Business School. Zhiteng is a Senior Fellow of the Higher Education Academy (SFHEA) and a Certified Management & Business Educator (CMBE). His teaching expertise covers a wide range of marketing disciplines with a strong emphasis on digital marketing, consumer behaviour, and marketing communications. Additionally, he has led curriculum design and quality enhancement initiatives that embed real-world projects connecting students directly to industry practice. Zhiteng's research focuses on digital marketing, particularly the interaction with online platforms, electronic word-of-mouth, and consumer behaviour. He is also engaged in pedagogical research aimed at innovative approaches to marketing education, emphasizing the use of digital tools and technologies to enhance student engagement and learning outcomes. Furthermore, he is a committed advocate for equality in women’s leadership in higher education and has participated in the Aurora women’s leadership programme, contributing to Athena SWAN initiatives that support projects aimed at advancing gender equality and diversity in the sector.

Research Interests