2015                SHEA- Senior Fellowship of the Higher Education Academy

1997 to 2002   PhD Buyer Behaviour in Higher Education- statistical decision-making models of student choice behaviour- conjoint analysis approach (Manchester Metropolitan)

1991 to 1993   MSc Marketing Management (Salford)

1992                Dip M- Chartered Institute of Marketing

1991 to 1992   PGCE Distinction in Theory and Distinction in Practice (Manchester Victoria)

1986 to 1989   BSc Accounting and Economics (Upper Second) (Hull)

Yvonne Moogan was Director of MBA and Executive programmes at Salford Business School (SBS) from 2014 to 2017 where she gained AMBA accreditation in 2014.  Having made substantial changes to improve the suite of Salford MBA programmes she re-validated the MBA in January 2016 to gain another successful AMBA accreditation in October 2016.  During her time at Salford University she established the Salford Reds University partnership and the Manchester Storm Ice Hockey partnership.

Prior to joining Salford University she was National HE Product manager and Director of Research in the private sector of Kaplan Financial (Higher Education Department) from 2010 to 2014 (based in London).  After two years at Kaplan, Yvonne was then seconded to Kaplan Open Learning to set up a suite of on-line Post graduate programmes, whilst continuing to manage the Kaplan HE (MBA) programmes in London, Birmingham, Manchester and Glasgow.  In addition Yvonne established the Kaplan PGCE programme so that all of her colleagues in Kaplan UK had the opportunity to undertake a formal teaching qualification and to reflect upon best practice.

Before joining Kaplan Financial, Yvonne spent 12 years at Liverpool John Moores University (1998 to 2010) where she was Director of MBA and MBS programmes (for six years) followed by being Head of Doctoral Programmes (during her last year).  During her time in Liverpool Business School she undertook two Knowledge Transfer Programmes, spent eight years on the Merseyside Widening Participation committee and introduced the longitudinal induction programme for masters students.

Via her work on widening participation Yvonne published several articles in the area of student buyer behaviour amongst students (with low SES) decisions to enter Higher Education.  Delivering summer schools to school pupils was a rewarding time and when Yvonne left Liverpool Business School she continued her WIP work with Kaplan Financial in London.  Leading a team of tutors in 2012, she created the Kaplan WIP scheme entering sixth form colleges across London and the south east with a programme of educational activities.

Prior to entering Liverpool Business School in 1998, Yvonne worked at the University of Chester, St Helens College, Salford College and Touche Ross Accountants, each for a duration of two years.

Her publishing record is in the area of HE student decision-making and widening participation issues, such as how and why potential students decide to attend university.  She has also investigated the barriers to Higher Education by critically analysing the stages within the decision-making process.  By writing papers concerning disadvantaged pupils in terms of their motivation (or not), for entering Higher Education, to their perception of studying a three or four years degree programme with the influential forces at play, she has gained extensive knowledge in this area.

More recently she is concerned with international student performance and student experience within the current HE strategic framework, focusing on the challenges that international students in particular face, such as culture shock in the HE environment.  In addition her last article was on the internationalisation strategies of the UK Higher Education market place for this is a topical and exciting area of debate.  Yvonne also reviews for the following journals;

Studies in Higher Education, Journal of Educational Issues, Journal of Higher Education Quarterly, Higher Education Studies (Canadian Science Journal), Journal of Marketing Intelligence and Planning,

Finally Yvonne has supervised five PhD students from start to completion, acted as a PhD Internal Examiner on more than thirty occasions and as an PhD External Examiner on more than ten occasions.

Although Yvonne has taught a variety of Marketing modules to UG and PG students since she started her lecturing career in 1992, she specialises in teaching Research Methods modules to MBA students as well as to PhD students with the supervision of project/dissertations at both UG and PG levels.  Hence Yvonne has supervised postgraduate dissertation and project students for more than twenty five years.  Due to her research in the adaptation of international and UK/EU students performance within the classroom, she began to focus on study skills integrating this within the curriculum.  This means that everyone is better prepared to undertake their academic studies and successfully meet their learning outcomes.  Consequently as Yvonne finds independent research to be exciting and vibrant bringing with it valuable information as well as unexpected findings, it helps to make the academic journey highly enjoyable.  By relating her experiences to the PG students in the classroom, an interactive and engaging environment is created so that the learning experience is positive.

As Associate Professor for Online Programmes, Yvonne is part of the on-line team being responsible for creating dynamic programmes that meet the needs of the student, industry, accreditation body and the university.  These online offerings are unique to Leeds Business School, for they integrate academic learning within a flexible delivery mode whilst using exceptional academics and practitioners of Leeds University to deliver world class modules that address the needs of everyone today.  In 2018 Yvonne established the first level 7 apprenticeship programme across the university adopting a blended pedagogy so that learners have a flexible learning experience using on-line and residential inputs (MSc Senior Leadership). 

In 2019 (and for half of her role) Yvonne became Director of Student Experience for the Management Division whilst continuing to act as Director of Apprenticeship programmes for the remaining 50% of her time.  She has been on the CABS working apprenticeship committee since 2017 and regularly presents at their conferences (July 2019- Apprenticeships in Executive Education and November 2019- The role of FE with HE in Apprenticeship Education).



  • Programme Leader for MSc Senior Leadership Apprenticeship Programme who sits in Executive Education
  • DDSE for the Management Division

Research interests

Statement Concerning Research:

(2012 to present day)- Internationalisation of Higher Education and the teaching strategies used in the class room at PG level

(2007 to preent day)- analysis of Home students and International students performance on MBA programmes during the last ten years (Student Experience, Assessments, Longitudinal Induction, Delivery Methods, Diversity Issues)

(1999 to 2011)- An analysis of the awareness of pupil perception of Higher Education (Widening Participation Scheme)

Current Areas of Research Interest are:

Diversity in the classroom, Internationalisation of students, Decision-Making and Choice Analysis of potential students of Higher Education and Internationalisation strategies of UK Universities. In addition I am interested in the recruitment of students and the manner in which universities are marketed, as well as teaching and learning strategies with post graduate students particularly international students. My specialist skills are in the area of study skills, masterly classes and student assessment with feedback strategies focusing on international student cohorts.



  • PhD- Manchester Metropolitan University (2002)
  • MSc Marketing Management- Salford University (1994)
  • PGCE- Manchester University - Distinction in Practice and Distinction in Theory (1992)
  • BSc Economics and Accounting- Hull University (1989)
  • A'Levels- (1986) History (A), Economics (B), Geography (B)

Professional memberships

  • Dimploma of Marketing- CIM (1994)
  • Senior Fellow of Higher Education Academy (2015)

Student education

My specialist areas of teaching are;- Research Methods, Marketing Strategy and Financial Managment, using blended, on-line and physical teaching strategies.

Current postgraduate researchers