Personal profile

Research Focus

Chuan Li (Charlie) is a Lecturer in Marketing at Queen's Univerisity, Belfast. Prior to this, he worked as a Research Associate in Marketing at Alliance Manchester Business School.

Charlie received his Higher Education Academy Fellowship in 2021. He is a recipient of the Best Full Paper Award at the British Academy of Management Conference in Marketing and Retail track in 2016.

His research interests are in the fields of digital marketing, cobranding, and coopetitive relationships in marketing.

Charlie is a practitioner-turned-academic with industry experience in both MNCs and SMEs.

He is the advisor of studies for all levels of the International Business with a Language.

Charlie has experience teaching marketing courses at all levels. He has taught a range of modules including, Digital Marketing, Marketing, Retail Marketing, and Marketing Management.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 7 - Affordable and Clean Energy
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 17 - Partnerships for the Goals


  • H Social Sciences (General)
  • Digital


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Collaborations and top research areas from the last five years

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