As a Senior FME Fellow and lecturer in the Marketing Group at Aston Business School, Keiths focus is the use of applied research, teaching and industry engagement to develop new and interesting ways in which marketing professionals can develop the contribution they make to their organisations and in how marketing practice can better evolve to serve the constantly changing needs of private and public sector organisations. Contributing, in particular to the wider debate with other professions, particularly finance, on the value of marketing to organisations.
Applied Research – Branding, identity and alternative business models
Researching with organisations such as John Lewis and Waitrose, and working with organisations such as McCann Erikson, Billington Cartmell, the Co-operative Group and Milward Brown, Keith's practical and academic work focusses on how to optimise and transform an organisations brands to increase sustainability and stakeholder satisfaction. In particular Keith combines organisational psychology, corporate identity and branding research to gain insight into the development of strong brand communities and how branding and stakeholder identity influences the effectiveness of interactions between customers and service employees (the focus of his Phd).
In addition to a focus on the strategic contribution and transformative effect that brands make to an organisation, Keith also researches the effect of different forms of organisational ownership and structures upon front-line employees and stakeholder cohesion along with the organisational pschology influences of marketing and its associated activity upon members of organisations.
Developing future and current marketers
Keith is passionate about developing marketers of the future, regularly teaching strategic brand management (under-graduate, post-graduate) and advanced marketing communications (undergraduate), in collaboration with industry sponsors who help design modules, deliver practical skills development sessions and set “real world” assessable assignments in order to improve student employability. In addition Keith delivers executive education programs and presents new research and emerging marketing thinking to business professionals including members of the Institute of Cost and Management Accountants and the Chartered Institute of Marketing.
Industry engagement and employability
Having spent 20 years in senior marketing and commercial positions Keith is highly connected to marketing practice and continues to work with marketing professionals as a member of the Chartered Institute of Marketings West Midlands Board, the CIM Coventry and Warwickshire branch committee and as the lead for industry and practitioner engagement for the Marketing and Retail SIG of the British Academy of Management. As such Keith has contributed thought leadership pieces for the Times and Sunday Times and featured in the CIM’s centenary book “the Marketing Centrury” concerning the future of internal branding.