Staff Profile

Previously Kirk spent the early part of his career in the industry most noticeable working for Unilever and Lotus. These experiences covered all elements of marketing, but the nature of career development included a greater emphasis on digital marketing and marketing strategy, two areas of academic interest.

After returning to the Northeast, Kirk moved into teaching within education. Teaching sparked an interest in interactive technologies used to engage students along with developing students’ employability and transferable skills.

A particular area of interest stems from the area of digital marketing with a passion for mobile marketing and particular mobile applications. My thesis focuses on mobile apps in the cycling sector. This has resulted in presenting findings at several leading academic conferences and along with offering advice to sports and cycling brands.

A recent area of passion is the field of hidden disability when it comes to research. This has resulted in a working professional marketing body, the Direct Marketing Association through a talent committee which has developed best practice toolkits for businesses.

A key area of passion is teaching, with long-established interests in digital marketing and experiential learning being the central core of my teaching approach. Over many years of teaching experience have taught across a wide spectrum of marketing modules including introduction marketing: new product and service development, customer service marketing communications, marketing strategy, digital marketing strategy, digital marketing communications, content and communication. Haven several years of teaching which results in several management and leadership responsibilities, with my current role of Degree Program Director for the MSc Digital Marketing. This exciting program combines links with industry whilst developing students' transfer skills into the external world.

• Conference Proceedings (inc. Abstracts)

  • Dzenkovska Y, Du H, Dodds K. Using design thinking approach to address student feedback. In: Advance Higher Education. 2024.
  • Dodds K. The mobile app; an opportunity to segment audiences in the cycling sector. In: Academy of Marketing. 2024, Cardiff: Academy of Marketing.
  • Dodds K, Dzenkovska Y. Reimagining an approach to effective authentic assessment creation: co-creating with industry experts using a design thinking approach. In: CABS, Learning, Teaching & Student Experience 2024 Conference. 2024, Birmingham.
  • Dodds K. Mobile Apps: How do we engage an audience and develop a relationship through mobile apps?. In: Academy of Marketing. 2018, Stirling.
  • Schmitz, L, Dodds, K. Online Customer Reviews’ (OCR) Credibility in the German tourism industry - Antecedents of trust towards Consumer-Generated Media (CGM) and Gender Differences. In: Global Brand Conference. 2018.
  • Dodds, K. Mobile Marketing and Customer Loyalty: An exploration of high involvement purchases in the cycling sector. In: Academy of Marketing. 2016.

• Report

  • Dodds, K, Bradshaw, C, Crumbley, J. Social Media in SME B2B Environment and toolkit. The Marketing Trust, 2019.