Senior Lecturer, Brand and Communications Cluster

  • Academic
  • Creative Education
Kathleen Hinwood

Kathleen Hinwood started working for the university over 5 years’ ago. She is a Senior Lecturer in Branding and Communications, working across several different courses related to Marketing and Advertising for both UG and PG courses. Kathleen is also the Course Lead for both the Level 5 Advertising and Digital Marketing and Social Media courses.


Prior to joining UCA, Kathleen worked in a variety of roles in publishing, creative advertising, and strategic marketing in corporate and agency environments. With over 20 years professional practice in the field, she continues to maintain links with businesses and works occasionally as a consultant.

Kathleen is passionate about teaching and learning, where she enjoys sharing her expertise and unique experiences with the students, whilst also learning from them. Kathleen’s curiosity helps keep her up to date and informed about contemporary marketing and advertising practices and the latest trends in society and across the globe.

Research and inquiry are part of the continued interest in building a career in academia and she has a particular interest in the study of semiotics in relation to brand building and brand identity, the activities of the brain and how they influence our decision making in relation to visual vs. literal response, which has led to a focus on storytelling within business education. Alongside an interest in authenticity and ethical activities within organisations, Kathleen has also contributed to two publications, related to internationalisation and creative education.

Kathleen has completed her PhD registration and is due to complete her doctorate in 2026. She has a Postgraduate Certificate in Creative Education (UCA 2020), a Bachelor of Arts degree, majoring in German and English and a Graduate Diploma in Fine Art (University of Melbourne). She is a Fellow of The Higher Education Authority and received the Advance HE Certificate for Professional Development Course for External Examiners in May 2021.

Outside of work, reading and writing fiction, Pilates, dog walks, and dinner or lunch with friends and of course, coffee are the main pleasures, with a new-found interest in drawing and sketching.

Research statement

The research aim of Kathleen’s current PhD research proposal is to understand the implications of how we can use integrated storytelling to teach in business education. The outcome of the research anticipates that there will be an opportunity to provide constructive recommendations for the implementation of storytelling as a pedagogical tool to enhance the overall outcome of business education graduates.

Research outputs

Chapters in publications:

  • Intersectionality and Creative Business Education: Inclusive and Diverse Cultures in Pedagogy (2023) Palgrave Macmillan
  • Creative Business Education: Exploring the Contours of Pedagogical Praxis (2022) Palgrave Macmillan
Kathleen Hinwood