Skip navigation

Dr Paul Cook

Assistant Professor

Department: Sport, Exercise and Rehabilitation

Paul is a senior lecturer in sport management, with a teaching portfolio focused on marketing and entrepreneurship. He joined the university in 2006 having previously worked as a project development consultant. Working with a diverse range of partners across multiple business sectors, Paul secured millions of pounds of funding through open and competitive tendering. He also contributed his expertise to several strategic planning groups and knowledge exchange ventures.

Currently, Paul leads a marketing module on the MSc International Sport Management programme and the entrepreneurial focused Sport Event Management module for final year BSc Sport Management students. He is also the Director of Trans-National Education for the Department of Sport, Exercise, and Rehabilitation. In this role, Paul is responsible for developing, managing, and operationalising international partnerships. He is a member of the University International Committee, and programme mapping group.

Paul Cook

My research interests are assembled in the humanist tradition. Specifically, my research has explored human interactions from dyadic exchanges to the construction of social networks. I favour a positive sociology approach, to examine what can be learned from individuals who act collaboratively to co-create solutions to life’s problems. The aim of the research is to give voice to marginalised and those who support them. I use data collection techniques such as ethnography, netnograophy, reader-response, interviews, and historical analysis. I also conduct research exploring consumer culture, in issues related to self-identity, interpretive strategies, and behaviour change. This research focuses on the cultural strategies’ marketers can adopt to ensure that they are perceived as authentic, non-co-opting, and consumer-centric. The aim is to provide a competitive advantage in an increasingly cynical marketplace.

My pedagogic research explores the student journey, from deciding which university to attend to reflecting on the learning experience. In these research projects I focus on student interactions and motivations. The research bridges the critical and neoliberal agenda, to examine the journey to employability. The aim is to inform higher educational practices and processes.

  • Please visit the Pure Research Information Portal for further information
  • Talk-story: Performing an Indigenous Research Methodology with Hesitant Non-Indigenous Participants to Learn Previously Silenced Knowledge, Cook, P. 26 Oct 2023, In: International Journal of Qualitative Methods
  • Identifying sources of noise within the networked interplay of marketing messages in social media communication., Hardcastle, K., Edirisingha, P., Cook, P. 23 Nov 2022, In: International Journal of Internet Marketing and Advertising
  • Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies, Mole, B., Cook, P., Crabtree, R. 15 Jul 2022, Marketing Analysis in Sport Business, London, Taylor & Francis
  • Look at our Journey: Prompting the Marginalism of Superior Utility with a Higher Subjective Value to Motivate Management Student Meta-Learning Processes, Cook, P. 1 Dec 2022, In: Journal of Management Education
  • Pleasurable Surfing is Possible: Ethnographic Insights into the Constructive Sociation Choices Behind Meaningful Nothingness, Cook, P. 2 Nov 2022, In: Leisure Studies
  • Improving Student Transition and Retention; a Netnographic Insight into Information Exchange and Conversation Topics for Pre-arrival Students., Hardcastle, K., Cook, P., Sutherland, M. 21 Oct 2019, In: Journal of Perspectives in Applied Academic Practice

  • Kimberley Hardcastle Co-creating brand meaning in the post-modern era: understanding consumer awareness of branding in the English Higher Education sector Start Date: 16/02/2015 End Date: 17/12/2020
  • Michael Wood Spectator segmentation, and preferences for enhancements in an EPL stadium in the digital era Start Date: 01/06/2017

  • Marketing PhD December 12 2013
  • Teaching & Learning PCAPL October 11 2007
  • Sports Science MA September 01 2003
  • Fellow (FHEA) Higher Education Academy (HEA) 2006
  • Member (MCIMPSPA) Institute of Sport, Parks and Leisure 2004

Campus Address

Northumberland Building
City Campus
Newcastle upon Tyne

a sign in front of a crowd

Northumbria Open Days

Open Days are a great way for you to get a feel of the University, the city of Newcastle upon Tyne and the course(s) you are interested in.

Research at Northumbria

Research at Northumbria

Research is the life blood of a University and at Northumbria University we pride ourselves on research that makes a difference; research that has application and affects people's lives.

NU World

Explore NU World

Find out what life here is all about. From studying to socialising, term time to downtime, we’ve got it covered.

Latest News and Features

IVCO conference 2024
Art on display at the technical showcase
Pictured is Northumbria University’s Ahmed Elmarakbi, a Professor of Automotive Composites
Front row, L-R: Professor Matthew Johnson from Northumbria University and Piotr Mahey from ACCESS: Policy are pictured with members of the ACCESS: Policy team (left) and Northumbria University students (right) selected to be part of the first ACCESS: Climate and Environment programme.
More news
More events

Upcoming events

Northumbria University Carol Service
North East Solicitor Apprenticeship: Information Event
Professor Helena Farrand Carrapico Inaugural
Viruses of Microbes-UK (VoM-UK) Conference 2024

Back to top