From Clubcard to Smart Cities: A Digitised Journey in Marketing Academia

Professor Simmons focuses on his academic career discussing work with Tesco Clubcard and the impact on small business marketing. Through to current work on social marketing in smart cities. A key theme running through the lecture is the radical change to business and marketing management wrought by the digital revolution. With thoughts on how AI is likely to change how marketing is practiced and the people who practice it.

Professor Simmons has 20 years of academic leadership at Ulster University and Queen's University Belfast. He was awarded his Professorship at Queen's University Belfast on 1 August 2017. A key theme of his research has been the impact of digitisation on marketing. With his work involving pioneering longitudinal research that empowers small business marketing through actionable insights from Big Data sources like the Tesco Clubcard. An increasing focus is on exploring the role of digital technologies on marketing in the specific contexts of: smart cities and social marketing; AI and strategic flexibility; small business and AI marketing.

Professor Simmons has published his research in renowned academic journals, including: Harvard Business Review; Research Policy; European Journal of Marketing; Industrial Marketing Management; Marketing Theory; Journal of Business Research; Journal of Small Business Management; International Small Business Journal; Environment and Planning A; R&D Management; Journal of Marketing Management; Journal of Strategic Marketing; among others.

His collaboration with industry giants, including dunnhumby UK, has attracted over £2 million external funding including high profile research and knowledge transfer in digital marketing with companies such as Danske Bank UK. This work, coupled with extensive academic networks and contributions to international academic organisations, underscores Professor Simmons commitment to generating research that substantively benefits students, the academic community and businesses.

Professor Simmons focuses on his academic career beginnings in small food businesses’ use of the internet as a marketing tool. Through to current work on social marketing in smart cities. With discussion of Tesco Clubcard data, small business marketing, the French telecom sector and the ‘Aston way’ in between. A key theme running through the lecture is the radical change to business and marketing management wrought by the digital revolution. With thoughts on how AI is likely to change how marketing is practiced and the people who practice it.

6:00pm: Registration and refreshments BC-LG-211 (Lower ground floor)

6:30pm: Formal proceedings

7:30pm: Close

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Ulster University, Belfast, United Kingdom

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