Professor Una McMahon-Beattie is the Head of Department of Hospitality and Tourism Management at the University of Ulster. She has a PhD from the University of Gloucestershire in the area of revenue management, relationship marketing, pricing and consumer trust. She has published widely in journals, books and conferences in these areas in the UK and internationally. Una is Deputy Editor for the Journal of Revenue and Pricing Management and is the author or editor of a number of books including, Revenue Management: A Practical Pricing Perspective, and Revenue Management & Pricing: Case Studies and Applications. Una is a Senior Fellow of the Higher Education Academy and also has research interests in the use of digital technologies for assessment and feedback particularly in the area of the practical skills acquistion.