Faculty of Business and Law
Barry Crisp is a Senior Lecturer in Marketing and Entrepreneurship within the Faculty of Business and Law at the University of Northampton. He also serves as Head of Year for Level 4 (first-year students) and as the Faculty’s EDI Cultural Inclusion Champion. A passionate advocate for business success, Barry has over 15 years of experience spanning marketing, communications and consultancy. His career has included managing major accounts, delivering international campaigns, and working with organisations such as the OECD and Google. In addition, serves as Marketing and Communications Director at the Global Centre for Healthy Workplaces (GCHW), where his expertise in workplace health and social enterprise add a unique international dimension to his work.
Barry teaches across a broad range of marketing and entrepreneurship disciplines. His areas of focus include digital marketing, advertising media, public relations, data analytics and visualisation, and brand management. He also lectures in entrepreneurial marketing, innovation, creativity and problem-solving, and international marketing strategy. Alongside these topics, Barry brings his interest in sports and gaming into the classroom, particularly in relation to fan engagement and brand equity. His teaching is designed to encourage creativity, critical thinking and practical strategy development, equipping students with the skills needed to address real-world challenges across industries ranging from social enterprise to international business.
Barry’s research lies at the intersection of strategic marketing and emerging technologies, with a particular focus on how these can be applied within start-ups, SMEs, and social enterprises. He is especially interested in the use of artificial intelligence and the Internet of Things to optimise integrated marketing communications, particularly in resource-constrained environments where achieving maximum impact on limited budgets is essential. In addition, his work explores the rapidly evolving marketing landscapes of the sports and gaming industries, examining how these sectors can leverage strategic marketing to enhance brand engagement, fan loyalty and overall business resilience. In 2023, his passion for football and the Premier League’s Fan Engagement Standard (FES) led him to develop two original frameworks: the Sports Brand Equity & Fan Engagement Model (SBEFEM) and the Fan Engagement Analysis Navigating & Strategy (FANS) Model. His broader academic interests include creativity, sustainability, data visualisation, occupational health and safety, and the role of innovation in enabling organisations of all sizes to thrive in a complex and competitive marketplace.