Dr Katrin Scherschel

Management School

Lecturer in Marketing

Katrin Scherschel Headshot
Profile picture of Katrin Scherschel Headshot
k.scherschel@sheffield.ac.uk
+44 114 222 23371
C001, Western Bank Villa

Full contact details

Dr Katrin Scherschel
Management School
C001
Western Bank Villa
300-302 Western Bank
Sheffield
S10 2TN
Profile

Dr Katrin Scherschel (PhD in Marketing, University of Surrey) is a Lecturer in Marketing at the University of Sheffield. Prior to joining Sheffield University Management School in 2024 Katrin was a Lecturer in Marketing at Henley Business School, University of Reading. Katrin has experience in teaching courses like Marketing Communications, Digital Marketing, Relationship Marketing, Marketing Research and Text Mining at Bachelor, Master, MBA and PhD level. Her research revolves around the themes of communication style and relationship marketing as well as the intersection of communication and relationships. Katrin has presented her research at various conferences and has won awards for her research, for example, the Emerald Literati Best Paper Award 2017 for the article ‘Showcasing the diversity of service research: Theories, methods, and success of service articles’ published in Journal of Service Management or the Best Paper in Track Award 2022 at the conference ServSIG.

Qualifications

PhD - University of Surrey, BA (Hons.) Business Management - Edinburgh Napier University

BA Business Management and Leadership - Heilbronn University, Germany,

BA Sport Management - German University for Prevention and Health Management, Germany

Research interests

Katrin's research focus is communication style and relationship marketing, as well as the intersection of communications and relationships. I am interested in how customers, firms as well as consumers communicate (e.g., dominant, or emotional), how these styles influence relationships, change marketing outcomes or influence the dark-side of business-to-business relationships. In my current work I often apply theories from communication science in different contexts, like marketing communication and health care, using a range of quantitative methods like text mining and meta-analysis.

  • Communication style
  • Relational communication
  • Relationship marketing
  • Meta-analysis
  • Text mining
Publications

Journal articles

Research group

Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)

Grants

PI, Small Research Grant from the University of Reading (2023).

Teaching interests

Katrin enjoys teaching students at Bachelor, Master, MBA and PhD level. She has taught Marketing Communications, Digital Marketing, Relationship Marketing, Marketing Research and Text Mining at various levels.

Katrin believes that each student has a unique background, abilities and goals, thus her teaching follows a student cantered approach by embracing differences und using different teaching styles to creating a learning environment in which students can become the best version of themselves.

In addition to being a Fellow of The Higher Education Academy, Katrin was awarded the Graduate Certificate Learning and Teaching for her training activities around learning and teaching.

PhD Supervision

Katrin currently supervises two PhD students in the areas of speech analysis and virtual influencers. She welcomes enquiries from prospective postgraduate students, particularly in the subject and methodological areas communication, digital marketing, business relationships and text mining.