Dr. Lien Le Monkhouse joined the Management School in 2011. Prior to this, she worked as a Senior Lecturer in Marketing at Sheffield Hallam University. Lien gained her PhD from the University of Leeds in the area of consumer research in East Asian context. Before becoming an academic, Lien had spent three successful years as the PR and Marketing Manager for Clinique Vietnam, Estee Lauder Companies.
Having received her pedagogical training from the Foreign Trade University in Vietnam and later from the University of Leeds, throughout her teaching career Lien has adopted an innovative approach in providing students with blended learning experience. Her teaching is informed by both her academic research and work experience in dynamic international business environment. She strives to engage students’ enthusiasm in learning with her passion of the subject and commitment to teaching. Having achieved numerous scholarships and academic honours as a student in the past, for example the Chartered Institute of Marketing Prize for Best MBA (Marketing) Student 2003/2004 and the prestigious F.C.O. Chevening scholarship for her MBA, Lien has tried to use her own experience to teach students not only the subject but also the approach to learning and other soft skills to advance themselves. Lien is currently the module leader for two MSc modules (MGT6182 International Consumer Behaviour, MGT6250 Marketing Research) and a final year UG module (MGT382 International Marketing).
Following the achievement of an MBA degree (with Distinction) from the University of Leeds, Lien carried out her PhD research in consumer behaviour of East Asian luxury goods market. She has conducted peer review for a few marketing journals and conferences (for e.g. Journal of International Marketing, International Marketing Review, Journal of Business Research, Marketing Intelligence and Planning, AIB South East Asia conference, Academy of Marketing conference). Lien has a few papers in 3* journals and has presented at different international conferences in her research area.
Lien is currently supervising three PhD students at the Management school. When she has spare capacity again, she will welcome students who would like to research in the following areas: quantitative methods, luxury goods buyer behaviour, East Asian culture, acculturation, and consumer research in general.