Zhiteng Feng

Dr Zhiteng Feng SFHEA, CMBE is a Lecturer (Assistant Professor) in Marketing at Alliance Manchester Business School, University of Manchester, where she also serves as Programme Director for the MSc Digital Marketing. She holds a PhD in Marketing from the University of East Anglia, where her research examined the impact of electronic word-of-mouth on consumer decision-making. She also earned a Master’s degree in Social Science Research Methods and an MSc in Marketing from Norwich Business School.

Before joining Manchester, Dr Feng was a Lecturer in Marketing at Norwich Business School. She is a Senior Fellow of the Higher Education Academy (SFHEA) and a Certified Management & Business Educator (CMBE).

Her teaching expertise covers a wide range of marketing disciplines, with a strong emphasis on digital marketing, consumer behaviour, and marketing communications. As Programme Director, she has spearheaded curriculum design and quality enhancement initiatives, embedding real-world projects that connect students directly with industry practice.

Dr Feng’s research focuses on digital marketing, particularly the interaction between online platforms, electronic word-of-mouth, and consumer behaviour. Alongside this, she pursues pedagogy research on innovative approaches to marketing education, with an emphasis on how digital tools and technologies can enhance student engagement and learning outcomes.

A committed advocate for equality and women’s leadership in higher education, Dr Feng has participated in the Aurora women’s leadership programme and contributed to Athena SWAN initiatives, supporting projects aimed at advancing gender equality and diversity across the sector.