Dr Claire Burdfield

Management School

University Teacher in Marketing and Cultural Creative Industries (M&CCI)

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Full contact details

Dr Claire Burdfield
Management School
Sheffield University Management School
Conduit Road
S10 1FL

Dr Claire Burdfield joined the Management School in 2018. Prior to this she worked at the University of Nottingham, leading their ‘Screen Technologies’ and ‘Audiences & Consumption’ modules. 

Claire gained her PhD from the University of Nottingham in the field of Audience Management in media contexts, which focuses on screen technologies. 

She also works at the Children’s Media Conference and has worked as a Research Assistant on projects for 20th Century Fox, BBC, ITV, Channel 4 Creative, Channel 5, and Verve. She has been an expert consultant for Canopy Insights, and she continues to freelance as a Localisation and Translation Consultant for Sony Europe and Groenlandia.

Research interests

Claire’s research interests include: audience and brand management, audience research, screen industries (film, television, video games), screen technologies, children’s media, gender, and social media. 


Journal articles


  • Burdfield C (2017) Sexualised Sponges: SpongeBob SquarePants and Gender Expression In Reinhard CD & Olson CJ (Ed.), Heroes, Heroines, and Everything in Between Challenging Gender and Sexuality Stereotypes in Children's Entertainment Media (pp. 195-211). Lexington Books RIS download Bibtex download

Book reviews

Research group

Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)

  • AHRC Career Development Funding - £65,000
  • Heymann Research Scholarship
  • CLAS Travel Fund
  • CMC Career Development Award
Teaching interests

Claire is an Associate Fellow of the Higher Education Academy (awarded by Advance HE).

Claire in interested in exploring how new technologies can enhance the student experience. She has developed VR workshops for MGT411 students and is a member of the Faculty of Social Science (FoSS) 360 group.

Claire is also keen to reinforce links between academic theory and industry. She organises volunteering opportunities for the MGT6121 module and encourages the use of field trips and guest speakers so students can apply their theory to practice.

Teaching activities

Claire is currently the module leader for three MSc Modules:

  • MGT411 Digital Creative & Cultural Industries (also module creator)
  • MGT6121 Managing Festivals, Events & Creative Performances
  • MGT6159 Managing Museums & Cultural Heritage Sites

She has also taught on:

  • MGT233 Essentials of Marketing
  • MGT685 Branding
  • MGT6045 Marketing
  • MGT6123 Fundraising Management – Sponsorship, Philanthropy & State
  • MGT6124 Critical Theories & Concepts in Creative & Cultural Industries
  • MGT6125 Cultural Marketing
  • MGT6126 Managing Creative Brands
  • MGT6145 Marketing Management
  • MGT6147 Retail & Services Marketing
  • MGT6149 Marketing in Society
  • MGT6150 Marketing Research
  • MGT6180 Contemporary Marketing Practice
  • MGT6181 Marketing Communications
  • MGT61074 Introduction to Critical Theories & Concepts in the Creative & Cultural Industries