Biography

I have been a Senior Lecturer in strategic marketing since 2009 and have helped to design and deliver a range of undergraduate and postgraduate degrees. I have been involved in a number of consultancy projects, as a result of my academic research on dynamic capabilities. I come from an industry background and my experience ranges from product development, market penetration, through to customer acquisition, retention strategies and managing relationships with suppliers.

I have held a number of roles, including Strategic Marketing Director for an IT-managed services company. I have a PhD from Manchester Metropolitan University, a Diploma in Direct and Interactive Marketing from the Institute of Direct Marketing and an MSc by research in Strategic Management. I hold Chartered Marketer status and am a full member of the Chartered Institute of Marketing (CIM). I have also been a senior examiner for the CIM’s Level Seven Analysis and Decision module. Recently I have been involved with Pearson PLC, the world's largest education company. At Pearson, I helped understand new ways of developing and delivering higher education through innovative practices and technology.

 

Research and scholarship

My research areas include dynamic capabilities in the strategic management of organisation, the cognitive basis of senior management decision making, and many aspects of digital marketing.

Teaching

As an experienced marketing academic I have taught university level units such as:

  • Major Project/Dissertation, level 6 and 7
  • Commercial Aspects of Design, level 7
  • Contemporary Issues in Business, level 6
  • Direct and Interactive Relationship Marketing, level 5
  • Business to Business Marketing, level 5
  • Global Markets, level 5
  • Creative Campaigns, level 5
  • Strategic Management, Level 6
  • Monitoring, Measuring and Management in Digital Marketing, level 7

Selected Publications

  • Allen M, Clifford J, Atkinson D. 2019. EXPLORING CONSUMERS RELIANCE ON PLASTIC IN FRESH FOOD PACKAGING: ADDING TO THE WASTE?. In AL. DaSilva, D. Tomic & A. Grilec (Eds.). ECONOMIC AND SOCIAL DEVELOPMENT (ESD): 39TH INTERNATIONAL SCIENTIFIC CONFERENCE ON ECONOMIC AND SOCIAL DEVELOPMENT - SUSTAINABILITY FROM AN ECONOMIC AND SOCIAL PERSPECTIVE (pp. 15-27).
  • Cooper L, Newell A, Atkinson D. 2019. INVESTIGATING THE IMPACT GROWTH HAS ON CUSTOMER SATISFACTION AND BRAND LOYALTY: THE CASE OF THE LITTLE BRITAIN PUB COMPANY. ECONOMIC AND SOCIAL DEVELOPMENT (ESD) (pp. 194-204). link>

Full Publications List show

Other

  • Allen M, Clifford J, Atkinson D. 2019. EXPLORING CONSUMERS RELIANCE ON PLASTIC IN FRESH FOOD PACKAGING: ADDING TO THE WASTE?. In AL. DaSilva, D. Tomic & A. Grilec (Eds.). ECONOMIC AND SOCIAL DEVELOPMENT (ESD): 39TH INTERNATIONAL SCIENTIFIC CONFERENCE ON ECONOMIC AND SOCIAL DEVELOPMENT - SUSTAINABILITY FROM AN ECONOMIC AND SOCIAL PERSPECTIVE (pp. 15-27).
  • Cooper L, Newell A, Atkinson D. 2019. INVESTIGATING THE IMPACT GROWTH HAS ON CUSTOMER SATISFACTION AND BRAND LOYALTY: THE CASE OF THE LITTLE BRITAIN PUB COMPANY. ECONOMIC AND SOCIAL DEVELOPMENT (ESD) (pp. 194-204). link>