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Qualifications

MPhil (University of South Wales)
MSc Marketing (University ofGlamorgan)
MA (Sheffield University)
P.G.C.E. (University of Wales College Newport)
BA (Hons) Staffordshire University

About

My research interests focus on political marketing, consumer behaviour, social media and branding. I have written a number of research papers examining the impact of social media on political candidates and am currently completing a PhD exploring the concepts of influence and power in relation to civic and political participation in the UK. In addition to my PhD studies I am researching the impact of globalization on political activist groups as well as the barriers to social media use by UK politicians. In addition to my academic research I have acted as a marketing consultant for a number of SME’s as well as a political party.

Experience

Mike has been lecturing in the education sector for the past 14 years.

Responsibilities

MSc Public Relations Course Leader
Marketing Public Relations Module Leader
PR Theory and Concepts Module Leader
Third Sector and Political PR Module Leader
Content Marketing and PR Module Leade
MSc Marketing and MSc Public Relations Dissertation Supervisor

Publications

Moufahim, M., Parsons, M. & Rees, P. (2016). Shades of Purple – a discursive analysis of mainstream political party responses to UKIP. Journal of Customer Behaviour (forthcoming).

Parsons, M., & Rowling, M. (2015). Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales. Journal of Political Marketing, 1-23. DOI: 10.1080/15377857.2015.1039746

Parsons, M. & Rees, P. (2015). Shades of Purple – A critical discourse analysis of mainstream political party response to UKIP. International Political Marketing Conference, 3-5 September 2015, Prague: Charles University in Prague.

Parsons, M. & Calder, G. (2015). Depoliticisation and the ‘extra-political’: An exploration of new forms of citizen engagement / political participation in the output side of politics. Policy and Politics Annual Conference 2015.

Parsons, M. & Rees, P. (2015). To know your Enemy, you must become your Enemy’ – A discourse analysis of mainstream political party response to UKIP. Academy of Marketing Conference, 7 -9 July 2015, Limerick: University of Limerick.

Parsons, M. & Samuel, A. (2014). Place Matters: Reconceptualising the Cognitive Mobilisation Model. Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.

Parsons, M. & Rowling, M. (2014). READY FOR CHANGE? Exploratory research of the potential barriers to social media use by UK Welsh Government Ministers. Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.

Memberships

Member of the Chartered Institute of Public Relations
Member of the Political Studies Association
Associate Member of The Wales Institute of Social and Economic Research, Data & Methods (WISERD)

External

Reviewer for the Journal of Political Marketing
Reviewer for the Journal of Nonprofit and Public Sector Marketing

Consultancy

Mike has acted as a marketing consultant for a diverse range of organisations, including SME’s, political groups and charities.

Research

Political Marketing
Consumer Behaviour
Social Media Marketing
Marketing Communications

Areas of Expertise

Political Marketing, Consumer Behaviour, Social Media Marketing, Marketing Communications, Public Relations and Brand Reputation and Management.

If you are a journalist on deadline and you need to speak with a member of university staff with particular expertise, please contact the Press Office.