Dr C J Oates

Reader in Marketing

Room: D027
Phone: +44 (0)114 222 3448
Email: c.j.oates@sheffield.ac.uk
Caroline Oates  

I gained a BA in Sociology and Social Policy at the University of Sheffield in 1993, an MSc in Marketing from Sheffield Hallam University in 2001 and a PhD from the University of Sheffield in 1997. I now lecture in marketing at the University of Sheffield Management School. My main research efforts are focused on environmental marketing and marketing to children.


I teach a module on the MSc in Marketing Management Practice called Marketing Communications. This involves looking at the different channels used by organizations to communicate their brand and how these channels are integrated, planned and evaluated. I use academic journal articles and case studies, together with guest speakers, to explore this topic. Students taking this module contribute to discussions centred on real life examples and knowledge is tested at the end of the semester with an examination and coursework. Parts of the module closely reflect my research interests – I introduce ethics by relating lectures to my research on marketing to children and sustainable marketing. Please see below for a list of my recent publications in this area.


I collaborate with colleagues at Robert Gordon University, Aberdeen and the University of Leeds on an ESRC-funded project to investigate the decision making processes consumers engage in when consuming sustainable technologies. I also work with colleagues in the Dept of Psychology at the University of Sheffield on marketing to children. I have links with Fordham University, New York, where I collaborate with Professor Fran Blumberg on media consumption and young consumers. My main collaboration is with Seonaidh McDonald at Robert Gordon University, with whom I research sustainable consumption.

I am a founder member of CReiMS (Critical Research in Marketing and Society).

PhD Supervision

Marketing sustainability, Marketing to children

Recent invited papers and keynote Lectures

Blades, M. & Oates, C.J. (2009). Advertising to children on TV and in new media. DoH/ASO: Food promotion in new media conference. London, 16th September. Jointly funded by the Department of Health & the Association for the Study of Obesity.

Key Projects / Grants

Title/ Description Awarding body Dates People Involved Amount
Reduce, reuse recycle: tackling the waste hierarchy through young children’s television. Nuffield Foundation 2010-2011 Seonaidh McDonald, RGU (P.I.) & Mark Blades, Psychology Dept. £7400
Identifying & analysing the frequency & nature of food content in UK children’s television programmes. Academy of Marketing  2008-2009 2008-2009 £2500
To fund a Research Fellow for two years to investigate decision making for sustainable technologies. ESRC Sustainable Technologies Programme 2003-2005 Will Young (P.I.), School of the Environment, University of Leeds & Seonaidh McDonald, Robert Gordon University, Aberdeen. £91000