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Louise Williams

Liverpool Business School

Faculty of Business and Law

I am a lecturer on the BA (Hons) Sport Business programme and Level 6 Year Tutor. I graduated from the BA (Hons) Sport Development with P.E degree programme in 2003 with a first class honours degree and immediately started my PhD in sport sponsorship, which examined the impact that sport sponsorship has on consumer buying behaviour, as well as looking at industry practice in the planning, monitoring and evaluation of sport sponsorship programmes. I became a Teaching Assistant on the programme and then started my current role as Senior Lecturer in September 2008. I graduated with my Doctorate in July 2010. Before the BA (Hons) Sport Business programme started, I led the Business of Sport articulated degree route on the BA (Hons) Sport Development programme. Prior to this, I worked for a Premiership Football Club in the football in the community department which involved both coaching and marketing.

My main subject knowledge (and the majority of my teaching) is in the areas of marketing, sponsorship, digital media, the sports media landscape and management. I also am involved in the Entrepreneurship module on the programme which I really enjoy along with the final year “Apprentice style” module which puts the students into real life scenarios in an authentic learning experience. I have cross sport knowledge and interest which I feel brings strength as it allows for an awareness of work across the whole sport business sector (I am a life-long Blackburn Rovers fan; however do not hold this against me!).

I am passionate about my subject of the sports business but also in looking to new and innovative methods of teaching and learning which I have (with a colleague) published work in. I am currently interested in how using Microblogging as a teaching a learning method can increase student engagement within lectures. We have previously embedded this within modules to try to use social media as a positive tool for the student experience. I also am responsible for maintaining the programme's social media feeds which includes Twitter, Instagram, Facebook and a You Tube channel which helps us to connect with current and past students and also external partners.


2008, Liverpool John Moores University, UK, PhD
2003, Liverpool John Moores University, UK, BA (Hons) 1st Class


2009, Liverpool John Moores University, United Kingdom, Post Graduate Certificate in Learning and Teaching in Higher Education

Academic appointments

Lecturer BA (Hons) Sport Business, SSLN, Liverpool John Moores University, 2015 - present
Lecturer BA (Hons) Sport Development, ELSS, Liverpool John Moores University, 2008 - present

Postgraduate training

Post Graduate Certificate in Learning and Teaching in Higher Education, United Kingdom, Liverpool John Moores University, 2008 - 2009

Journal article

Williams L, Nixon S, Hennessy C, Mahon EA, Adams G. 2016. Inspiring to inspire: Developing teaching in higher education Cogent Education, 3 DOI Publisher Url Public Url

Hennessy C, Adams G, Mahon E, Nixon S, Pratt A, Williams L. 2014. Discovering inspiring teaching: immersive models of staff development Quality Assurance in Education, 22 :240-254 DOI Publisher Url

Nixon S, Williams LR. 2014. Increasing student engagement through curriculum redesign: deconstructing the ‘Apprentice’ style of delivery Innovations in Education and Teaching International, 51 :26-33

Williams L, Dinning T. The value of sport business student consultancy projects on a social enterprise: a 10-year partnership with Healthiness Ltd. Journal of Work-Applied Management,

Conference publication

Williams LR, Nixon S, Adams G, Pratt A, Hennessey C, Mahon E. LJMU Learning and Teaching Conference Williams LR, Nixon S, Adams G, Pratt A, Hennessey C, Mahon E. LJMU Learning and Teaching Conference


Williams LR. Sports Sponsorship - An Examination of Consumer and Practitioner Perspectives Public Url

Conference presentation:

Developing an approach to embedding enterprise in the curriculum: landscape, approaches and principles through research and practice, International Enterprise Educators Conference, Leed Beckett University, Oral presentation. 2018

Are you hungry? The Enterprise tapas: developing entrepreneurial students through innovative curriculum design, Liverpool John Moores University Teaching and Learning Conference, Liverpool, Oral presentation. 2018

Teaching strategies to engage learners (2016), LJMU Teaching and Learning Conference 2016, LJMU, Oral presentation. 2016


Vice Chancellors Learning and Teaching Award: Support Team Award, Liverpool John Moores University, 2013

The Vice Chancellor’s Award for Best Programme/Support Team, Liverpool John Moores University, 2012

Best Programme Team, LSU. 2010


Fellow of the Higher Education Academy, HEA. 2009

Media Coverage:

News story on LJMU website about a trip I arranged with the brokerage team for our Level 5 media and marketing students to visit the Manchester Aquatic Centre when the World Championships were being held.

News story on LJMU website regarding a visit to the Liverpool Echo Arena with our Level 5 Sport and Coaching Business of Sport students.

BBC Sport tour inspires Sport Business students.