Marketing and Sales


Photo of Dr Sarah Turnbull

Dr Sarah Turnbull

  • Qualifications: Phd MBA MSc DipM FCIM DipCAM FHEA
  • Role Title: Principal Lecturer, DBA Director.
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE
  • Telephone: 02392844701
  • Email:
  • Department: Marketing and Sales
  • Faculty: Faculty of Business and Law


Sarah is Director of the DBA programme for the Faculty of Business and Law, with responsibility for both the UK and Germany.

Sarah is a Fellow of The Chartered Institute of Marketing. Prior to her academic career Sarah worked in global advertising and was Account Director on Emirates Airline for 7 years. Her work involved extensive travel throughout the Middle East. Sarah joined the University of Portsmouth in 2006 to research advertising practice. Her recent book Marketing Communications: discovery, creation and conversations, co-authored with Chris Fill is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising. It is the leading text book on Marketing Communicatuions for undergraduate and postgraduate students in the United Kingdom.

Her work has been published in a number of international marketing journals including; The Journal of International AdvertisingJournal of Marketing Communications, Journal of Direct, Data and Digital Marketing Practice, The Marketing Review, Qualitative Market Research: An International Journal and Journal of Islamic Marketing.  She has won a number of awards for her research including Emerald Best International Symposium (2014 Academy of Management, Philadelphia) and Emerald Literati Awards (2017). Her media appearances include BBC Radio Berkshire.

Sarah has recently been shortlisted for an international award for those who have gone above and beyond their day-to-day job.

Teaching Responsibilities

I currently teach on the research unit on the DBA programme.


My current research is in the area of advertising creativity. My recent study on creative development within UK advertising agencies identifies a seven-step model of the advertising creative process. The study also highlights the extensive validation that takes place during the process. I am currently investigating advertising messages and I have a number of book contributions on messages and creativity including the use of storytelling in advertising and guilt appeals.


Books and Book Chapters:

Turnbull, S. (2018) Brands and communication strategy. In, Islamic Marketing and Branding, Melewar, T.C. and Syed Alwi, S.F. Routledge: Oxon.

Fill, C. and Turnbull, S. (2016) Marketing Communications: discovery, creation and conversations.Harlow: Pearsons.

Most Recent Articles:

Turnbull, S. and Wheeler, C. (2017). The Advertising Creative Process: A study of UK agencies. Journal of Marketing Communications, 23(2), 176-194.

Wingett, F. and Turnbull, S. (2017) Halal Holidays: Exploring expectations of Muslim-friendly holidays. Journal of Islamic Marketing, 8(4), 642–655.


Research profile

Explore my research profile, publications and activities on the Portsmouth Research Portal

View profile