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Kristina Auxtova

Kristina Auxtova


Lecturer in Marketing

Management & Marketing ORB 2.11 O'Rahilly Building Cork University Business School University College Cork

+353 21 490 3370 LinkedIn profile ORCID profile


Kristina joined the Department of Management & Marketing at UCC in September 2018 as a Lecturer in Marketing. Her teaching responsibilities include Introduction to Marketing, Consumer Behaviour, Management and Marketing in the EU, and Marketing for Technology Entrepreneurs. She is also currently completing her PhD at the University of Edinburgh. Her thesis revolves around shocking, offensive and controversial advertising in the non-profit sector, and particularly explores the different interpretations of such advertising by different stakeholder groups - the public, the advertising organisation and the regulatory bodies. She uses different theoretical and methodological approaches in her research, including critical discourse analysis, rhetoric - both as a theory and a method, content analysis, and systematic literature reviewing. Kristina's research interests further span advertising and marketing ethics and regulation, consumer behaviour, social and non-profit marketing, advertising rhetoric and international marketing. Prior to her PhD studies, Kristina completed a Master Grande Ecole in International & European Business at EM Strasbourg (France) and a BA(Hons) in International Management and Intercultural Studies at the University of Stirling (Scotland). Kristina also has professional experience working in different environments, including food services, sales, e-commerce (B2C and B2B) and the charity sector, and she has worked as a researcher at the Scottish Government.