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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).
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.
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) ‘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 (2014) ‘How to enhance the Social Ecological Framework by incorporating Bronfenbrenners Process, Person, Context and Time Model.’. In: Academy of Marketing Conference, 7-10th July 2014, Bournemouth University
Shaw, A (2014) ‘Should Social Marketing Campaigns be centralised or decentralised?’. 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 media’ Journal 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.
Areas of interest:
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.
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: