I am a Lecturer and Marketing Practitioner, with a background in software, focusing on enhancing the digital customer experience through e-commerce, email and social media platforms.
Currently leading on the Chartered Institute of Marketing (CIM) courses, alongside Award Leader for BA (Hons) Digital & Social Media Marketing.
Prior to joining Staffordshire University, I was a Trainer and Assessor, delivering learning for Work Based Apprenticeships in Digital Marketing, Digital Media and Social Media, across the UK. Strong business links were built during this time, particularly in Manchester, Birmingham and London. These links are utilised in my role now to provide work and project opportunities for Undergraduate and Postgraduate students.
I am a Professional Advisor for a number of small businesses including The Mitchell Arts Centre, Auburn Vine, and a number of Staffordshire and Cheshire based SMEs.
I am an active member of the Microsoft Education Community, where I contribute as a Microsoft Innovative Educator with Expert status (MIEE). Delivering learning using innovative techniques, whilst preparing and supporting students for the workplace is a keen area of interest.
Professional memberships and activities
UK Higher Education Academy Fellow (FHEA)
Chartered Institute of Marketing (Member since 2016)
Academy of Marketing (Member since 2018)
Association of Internet Researchers (Member since 2018)
Academic qualifications
Postgraduate Certificate in Higher and Professional Education (2021)
MSc Digital Marketing Management (2019)
TAQA Assessor in Occupational Competency (2016)
BA (Hons) Events Management
Microsoft Innovative Educator with Expert status (MIEE)
Expertise
Digital Marketing, Strategy Marketing, Digital Optimisation, Marketing Data & Analytics, Marketing Ethics, Marketing Communications
Personal and Professional Development, Preparing for the Workplace
Research interests
The impact of commercialisation on consumer lifestyles and behaviours and how this informs an ethical digital marketing strategy.
Enterprise and commercial interests
Actively involved in supporting SMEs, social enterprises and charities in business growth and market penetration. Projects include:
- Small Business Leadership Programme, Small Business Charter (2020-2021)
- Survive and Thrive, Staffordshire Business School (2020)
- Leading to Grow, Small Business Charter (2019-2020)
University consultancy work includes supporting businesses with marketing strategy development, brand values and identity, using data to inform the customer experience.
Experience working with both UK and International partners.
Teaching
The Management of a Digital Marketing Project (L7)
Work Based Digital Project (L7)
Knowledge Exchange Project (L6)
Digital Optimisation (L6)
The Digital Customer Experience (L6)
Global Business Directions (L6)
Marketing and Digital Communications (L5)
Work Placement (L5)
Conference and Events Management (L4)
Publications
Zhao, F., Fasholar, O., Olarewaju, T., Moran, F., Dobson, P., Reszka M., Mitchell, K. (2021), How Hybrid Learning Can Enhance Student Experience and Teaching Outcomes in the Wake of Covid-19 - A Case Study of a Business School in the UK, 35th EBES Conference Proceedings, pp. 387-405, April 7-9, 2021, Rome, Italy.
Emadi-Coffin, B., Taylor, K. (2020) Enhancing Transnational Mobility: Overcoming Barriers to Student Integration, Going Global Conference