Salford Business School

Recognised internationally for teaching and research excellence

Yvonne Moogan

Dr Yvonne Moogan

Director of MBA

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After teaching in the state sector within various HE institutions during the last eighteen years, Yvonne left Liverpool Business School (Liverpool John Moores University) as Head of PhD programmes in June 2010.

Prior to this she was Director of MBA Executive and MBA International for six years in Liverpool Business School.

She joined the private sector of Kaplan Financial and Professional in London. In this role she was Director of MBA programmes as well as Director of Research. She was responsible for the allocation of supervisors to dissertation students as well as delivering staff development sessions to improve the scholarly environment within Kaplan and to promote research activity. In addition, teaching Research Methods modules to MBA and MSc students was another prime role.

Her publishing record is in the area of HE student decision-making and widening participation issues, although more recently she has been concerned with international student performance and experience. Having supervised project students at undergraduate level and dissertation students at post graduate level for nearly twenty years, enjoying the challenges that independent research brings with it she hopes to continue in this area.


Research Methods, Marketing and Study Skills to Postgraduate and Undergraduate

Research Interests

Buyer Behaviour in HE, Analysing the Decision-Making Process of University choices, Teaching methods of the MBA classroom and Internationalisation of HE Strategies

(2012 to present day)- Internationalisation of Higher Education and the strategies employed in universities

(2007 to 2012)- analysis of Home students and International students performance on the MBA programme at Liverpool Business School during the last ten years (Student Experience, Assessments, Longitudinal Induction, Delivery Methods, Diversity Issues)

(2004 to 2006)- ‘Cessation of Smoking Parents with Young Children’ research project – an MRC application bid with Liverpool University (the impact of communications literature and an analysis of UK government promotional campaigns on smoking within families from deprived areas of Merseyside. (I was recruited as a Marketing Research expert).

(1999 to 2003)- An analysis of the pupil perception and Buyer Behaviour of Higher Education (Merseyside Widening Participation Scheme) and Decision-Making in HE

Qualifications and Memberships

PhD, MSc, BSc, PGCE, Dip.M


Warwick, Philip & Moogan, Yvonne (2013) A Comparative study of perceptions of Internationalisation Strategies in UK Universities, COMPARE, Volume 43 (1), pp.102-123

Kelly, Phil & Moogan, Yvonne J. (2012) Culture Shock and HE Performance: implications for teaching, Higher Education Quarterly, Volume 66 (1), pp.24-46

Moogan, Yvonne, J. (2012) The Student Decision-Making Process- GMT research (HECSU) Graduate Prospects- Autumn

Moogan, Yvonne J. (2011) Can a HEI’s marketing strategy improve the student-institution match ? International Journal of Education Management, Volume 25 (6 & 7), pp.570-589

Warwick, Philip & Moogan, Yvonne (2011) Internationalisation Strategy in UK Universities- what works ? Working Paper on University of York’s website (July 2011)

Moogan, Yvonne J. (2010) An analysis of school pupils’ (with low SES) perceptions of university, regarding programmes of study, Journal of Educational Studies, Volume 37 (1), pp.1-14

Moogan, Yvonne J. (2008) Decision-making of students, chapter 11 (Edited by Adrian Sargeant and Walter Wymer) in The Routledge Companion to Non-profit Marketing, Routledge Publisher, ISBN 0415417279

Moogan, Yvonne J. (2003) “Attitudes of Pre-application Students Towards University Programme Features and Delivery Methods”, The Report of the LJM University team of the Aim Higher Greater Merseyside Project as funded by HEFCE- ISBN: 0-9544597-0-9- February, pp.26-30

Moogan, Yvonne J. & Steve Baron (2003) “An Analysis of Student Characteristics within the Student Decision-Making Process”, Journal of Further and Higher Education, Volume 27 (3) pp.271-287

Moogan, Yvonne J. Steve Baron & Steve Bainbridge (2001) “Timings and Tradeoffs in the Marketing of Higher Education Courses: a conjoint analysis approach”, Marketing Intelligence and Planning, Volume 19 (2/3) pp.179-187

Moogan, Yvonne J. Steve Baron & Kim Harris (1999) “Decision-Making Behaviour of Potential Higher Education Students”, Journal of Higher Education Quarterly, Volume 53 (3) pp.211-228