Portrait of Dr Alan Shaw Dr Alan Shaw

a.shaw2@hud.ac.uk | 01484 472149


Position: Senior Lecturer in Digital Marketing, Department of Logistics, Operations, Hospitality and Marketing
Qualifications: BSc(Hons), MSc, PhD, PgDipM, FHEA

Alan joined the Business School in 2016 and is a Senior Lecturer in Digital Marketing. He is also a Director of Strategic Planet, a digital marketing agency and a Trustee of X-PERT Health, a charity supporting individuals living with diabetes. Previously he was a Senior Lecturer in Marketing at Sheffield Hallam University. Prior to this, Alan’s career focused on marketing in the health sector, he was the Global Marketing Manager for Nutricia (Danone) working on brands relating Inborn Metabolic Disorders, Epilepsy and |Cow’s Milk Allergies. Alan also worked for Smith and Newphew, Pfizer and the NHS (The Expert Patients Programme).

Research and Scholarship

Alan’s research interests centre on the application of consumer behaviour within social marketing and digital marketing. Examples of Alan’s work include an examination of how social marketing could influence positive health behaviours and a review of the social return on investment on a Community Interest Company: this was used to support a Big Lottery bid which they received (valued at £500K).

Alan also worked on a European Union Regional Development project bringing in £50K of funding for Sheffield Hallam University’s Business School. This project supported businesses (SMEs) in the Yorkshire and Humberside region to expand.

Publications and Other Research Outputs


Shaw, A (2016) ‘How to sell your B2C offering globally via e-commerce.’. In: International Marketing Masterclass, 4th Nov 2016, Leeds, UK

Shaw, A (2016) Enhancing the Social Ecological Framework: a Social Marketing Solution Doctoral thesis, University of Hull.


Shaw, A (2014) ‘The suitability of SROI to assess Social Marketing Campaigns’. In: ‘Broadening the Scope’ Proceedings ISM Open Conference 2014. : The Open University. pp. 57-59.

Shaw, A (2014) ‘Should Social Marketing Campaigns be centralised or decentralised?’. In: Academy of Marketing Conference, 7-10th July 2014, Bournemouth University

Shaw, A (2014) ‘How to enhance the Social Ecological Framework by incorporating Bronfenbrenner’s Process, Person, Context and Time Model.’. In: Academy of Marketing Conference, 7-10th July 2014, Bournemouth University

Shaw, A (2014) ‘Using Social Marketing To Change the Health Behaviours of Individuals Living With Diabetes.’. In: Academy of Marketing Conference, 7-10th July 2014, Bournemouth University


Shaw, A (2013) ‘The business of healthcare’. In: Interdisciplinary Research Seminar, February 2013, Hull


Shaw, A (2011) ‘Market segmentation and the impact of online mediaJournal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing , 11 (3), pp. 254-262. ISSN 1745-7904


Alan is a Trustee of X-PERT Health: a registered charity committed to providing X-PERT Educator courses to healthcare professionals and lay educators to develop their competencies in evidence-based care,  enabling  them to deliver structured patient education to people with, or at risk of, diabetes. Alan advices the charity on issues related to marketing.

Research Degree Supervision

Current Projects:

  • A study of consumer purchase intentions in the social commerce context.
  • The impact of brand origin and consumer ethnocentrism on Myanmar consumers’ product evaluation and willingness to buy.


Areas of interest:

  • Social Marketing, particularly in those areas linked to health.
  • Social Media Marketing: focusing on the impact of consumer behaviour.
  • Digital Retailing.
  • Structural Equation Modelling.

Enterprise Activities

Alan is still a company director for Strategic Planet Ltd: a digital marketing agency. He has experience of setting up new and advising new enterprises as well as working for large global organisations.

Alan recently spent two and half years working on a European Union Regional Development project supporting SMEs in the Yorkshire and Humberside region to improve and grow.

Teaching and Professional Activities

Alan is the course leader for the new BA (Hons) Digital and Social Media Marketing course which will start in 2017.

Alan is also the module leader for:

  • Direct and Digital Marketing: BHK0043
  • Social Media Marketing: BMK0145