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Tao Chang

Senior Lecturer in Marketing

Worcester Business School

Contact Details


tel: +44 (0)1905-542580

Tao delivers Marketing and Strategy modules at UG and PG levels at Worcester. He delivers Marketing Management module at SDUST campus, China. Tao is Programme Director looking after China partnerships in the business school. He is also overseas academic tutor for Chinese students. In addition, Tao is an external examiner at University of Westminster and University of Staffordshire.

Previously Tao worked as a lecturer and a programme leader at Manchester Metropolitan University, UK. He has taught UG/PG modules for a number of years at the University of Salford before he joined MMU. In addition, Tao supervised UG/PG dissertations at Salford and MMU. The MMU Student Union wrote to Tao that his students in teaching awards 2012 and 2013 have nominated him in the Best Teacher category and Employability category. The students have said that Tao is very helpful and inspiring and he gets the best out of his students by driving hard work.

In addition, Tao had responsibility of promoting MMU UG/PG courses in Mainland China, Hong Kong and Taiwan. This role involved organising education exhibition, managing existing partnerships, developing new links and training agents. He enjoys promoting the excellence of British education.

Prior to his academic career, he worked as a market researcher promoting public services on behalf of local councils in Greater Manchester area; projects included waste minimisation, regeneration and housing transfer. Tao enjoys exploring the world and tries to understand people from different cultural backgrounds. His favourite quotation is “Those who do nothing make no mistakes”!


Fellow of Higher Education Academy

Postgraduate Certificate in Academic Practice

MSc in International Business

Graduate Diploma in Management with English

BA (Hons) English Language


Teaching & Research

Teaching & Research


Currently Tao is teaching Marketing and Strategy modules at Worcester Business School.

Previously at MMU, he taught the following modules:
Marketing Environment
Marketing Management
Competitive Marketing Strategy

Tao’s principle research lies in the field of customer acquisition and customer retention. He is examining factors affecting International students’ (Chinese customers) purchase behaviour of UK Higher Education courses.
In particular, the research attempts to answer the question "
How to recruit and retain Chinese UG graduates (customers) for Master level education in UK HE sector?”
In his MSc dissertation (DISTINCTION), Tao’s research examined 32 UK universities' recruitment practices in the China market---the research attempted to answer the question “How to recruit Chinese students from the China market?” Both projects encompassed consumer behaviour and marketing communications.
Tao’s research interests include customer acquisition and customer retention, Higher Education marketing, relationship marketing, psychic distance and cross-cultural business relationship development, foreign language competence and international business


Professional Bodies

Professional Bodies

Fellow of Higher Education Academy



Chang, T and Lin, S (2013) ‘Marketing in a Global Context’ in “Principle of Marketing—a Value Creation Perspective’, Palgrave Macmillan

Chang, T; Perez, M; Robinson, N and Swift, J.S (2008) British Overseas Retail Operations: Findings on the Adaptation of Tesco’s Operations in the Chinese Market, Proceedings of the Salford Postgraduate Annual Research Conference, 8-9 May

External Responsibilities

External Responsibilities

  • University of Staffordshire Sep 2015-Sep 2019 External Examiner in Strategic Management subjects

  • University of Westminster Oct 2015-Oct 2019 External examiner for Undergraduate Marketing and Business Strategy Subject Board

  • As part of the team, Tao supported a number of Chinese local government and business delegations visiting Worcestershire County for business development activities (2015 and 2016).

  • As part of the team, Tao helped hosted three Chinese university delegations visiting Worcester Business School for collaboration discussion (2014).

  • Tao was part of the China project team organising Hollings Faculty/MMU exhibition in Guangzhou, China (2012).

  • He worked as a co-investigator with Dr Weili li, Professor Charles Brennan and Professor Chris Smith on Evaluation Study of Moisture Migration Prevention research project (2010).

  • Tao won the bid for the NWDA Innovation Voucher and has helped a private business owner to develop innovation and enhance his business in Manchester--“Chinese Consumer Behaviour in the UK” funded by Northwest Development agency (Innovation Voucher),United Kingdom (2009).

  • He worked as a research consultant in a project entitled “A Comparative Study of the Emotional Responses of Chinese and UK Consumers to Negative Encounters” funded by Open University Business School and Manchester Metropolitan University Business School (2006