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Dr Alan Shaw


About Dr Alan Shaw

Dr Alan Shaw is a senior lecturer in Digital Marketing, a director at Strategic Planet and a Trustee at X-PERT Health. He is a fellow of the Higher Education Academy and has over 25 years’ experience as a practitioner.

Alan’s main research interests are in Social Marketing, Social Media Marketing, Social Network Analysis and Social Listening. Much of his research focuses on the health sector because of his experience of working within epilepsy, diabetes, Crohn’s disease, inborn metabolic disorders and wound management sectors. Alan has been involved in patient advocacy groups and helped the Expert Patients Programme transition from being part of the NHS to becoming a community interest company (CIC) then a charity. He is also a Trustee at XPERT Health, a national charity supporting diabetics through structured education and a director of Strategic Planet Ltd, a boutique digital marketing agency.

Alan has over 25 years’ experience of working in industry, much of this was in the health sector. Some notable deliverables were 1) the role out of the concept home delivery for prescription products related to individuals living with Phenylketonuria (PKU) in the UK and a number of European countries, 2) the development of a digital ‘Keto-Calculator’ to support the management of paediatric epilepsy, and 3) the design of a patient management system to support the concept home delivery for prescription products in Australia.

He is currently working on several social listening (netnography) projects using both qualitative and quantitative processes. He is also able to design and deliver social listening in-house company workshops using platforms like NodeXl and Gephi or provide support for any structural equation modelling ventures.


Current Teaching

Digital Marketing.

Marketing Metrics.

Strategic Marketing.

Research Methods.

Research Interests

Alan’s research interests include social marketing, social media marketing, social listening, social network analysis and consumer/patient behaviour. He has delivered a number of externally funded projects including a European Union Region Fund, supporting small and medium-sized enterprises in the Yorkshire and Humberside region to grow or just remain viable and a Marketing Trust project to look at how B2B organisations use social media.

He is a mixed-method researcher who specialises in Partial Least Squares Structural Equation Modelling.

Selected Publications

Journal articles (4)

Conference contributions (3)

Conference proceedings (4)

  • Shaw A (2014) The suitability of SROI to assess Social Marketing Campaigns. In: ISM Open Conference Milton Keynes, UK 29/05/2014 00:00:00. : , pp. .
  • Shaw A (2014) Should Social Marketing Campaigns be centralised or decentralised?. In: Academy of Marketing Conference Bournemouth, UK 07/07/2014 00:00:00. : Academy of Marketing, pp. .https://www.academyofmarketing.org/conference/conference-history/conference-2014/
  • 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 07/07/2014 00:00:00. Bournemouth, UK: Academy of Marketing Conference, pp. .https://www.academyofmarketing.org/conference/conference-history/conference-2014/
  • Shaw A (2014) Using Social Marketing To Change the Health Behaviours of Individuals Living With Diabetes.. In: Academy of Marketing Conference Bournemouth, UK 07/07/2014 00:00:00. Bournemouth, UK: Academy of Marketing Conference, pp. .

Lectures (1)

  • Shaw A (2016) Smart PLS Workshop for the Northern Advance Research Training Initiative (NARTI)

Presentations (1)

  • Shaw A (2016) How to sell your B2C offering globally via e-commerce

Reports (1)

  • Bradshaw C; Crumbley J; Dodds K; Shaw A; Sutherland M (2019) Social Media in the SME Business to Business Environment and Toolkit. Berkshire, UK: Marketing Trust.http://marketingtrust.org/
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