In this blog you can find links to all of our courses and social media pages
Updated april 2025
The Catalyst Building – Leek Road houses the Business School
Staffordshire Business School, as part of the School of Digital, Technology, Innovation and Business (DTIB), offers a range of undergraduate, postgraduate, apprenticeship and professional business programmes, delivered either full-time, part-time or via blended and distance learning. More information on each individual subject and course can be found below:
Joe Wilde is co-founder of Unspun, a premium CBD brand focused on edibles and customer education. Previously, he spent over a decade in management consulting at Accenture and DXC, working with global companies on business and technology strategy.
After 8 years in San Francisco, it was time to come home and start my own company. We chose CBD because we felt we had an unfair advantage – having lived in California’s mature cannabis market, we could see the UK’s nascent CBD market was messy. We felt we could do better, so we started Unspun.
For those unfamiliar, CBD is a natural compound from hemp plants that can help with sleep and stress. It’s not the part that gets you high.
Friends were skeptical about leaving a senior consultancy role, but two years later Unspun is growing 20% month-on-month.
One thing I realised I needed was a community of people trying to build things – something I’d taken for granted in SF. That’s why I joined the MSc in Entrepreneurship at Staffordshire University and why I’m sharing these lessons.
Here are five hard-won lessons that students and aspiring entrepreneurs can apply to any competitive market.
Lesson 1: Customer Research Trumps Assumptions (Especially Your Own)
We launched thinking we’d go super playful – that’s what worked in the US. But UK customers wanted trust, not fun, due to lingering social stigma.
Even then, we got our audience wrong. We assumed our customers would be the sandwich generation (people caring for both kids and aging parents), but when we spoke to actual customers, the youngest was 48.
Your first customer research is just the beginning. Customers will surprise you – keep listening.
Lesson 2: Simplicity Wins in Confusing Markets
Competitors like Orange County have over 250 SKUs. We have 5. Decision fatigue came up repeatedly in our customer research – in a market where people are already confused about CBD, endless product variations just make it worse. Our focused approach means customers spend less time choosing and more time trusting.
When everyone else is adding complexity, there’s often opportunity in subtraction.
Lesson 3: The Product Really Matters
California taught me edibles dominate while oils are niche. But the UK market wasn’t ready, so we started with oils alongside drinks like Trip and Good Rays, knowing chocolate was our real opportunity.
As a small company, we can’t compete on price, so we compete on quality. Cold-pressed CBD in our gummies, Colombian cocoa in our chocolate – not just CBD products, but products that happen to contain CBD. Every premium decision costs more upfront, but customers notice.
Lesson 4: Build Trust Before Transactions
In a market where trust is everything, we realized we needed to educate before we could sell. That’s why we partnered with Ruby Deevoy, the UK’s most credible cannabis journalist.
Education-first marketing works. Our most popular piece is about whether CBD shows up in workplace drug tests – it’s not selling anything, but it answers a real concern people have.
Lead with value, not sales pitches. Answer the questions keeping your customers awake at night, and they’ll remember you when they’re ready to buy.
Lesson 5: Do Things That Don’t Scale (It Feels Counter-Intuitive)
As a small company, we can’t outspend competitors, so we focus on customer experience. We use Klaviyo for automated email flows, but we also do things that don’t scale – like spending time on phone calls discussing customers’ questions in detail.
It works. Our return rate is 50% vs 22% industry average. We include handwritten notes in every package and resolve issues immediately.
Lean doesn’t mean cheap – it means efficient. Build systems that feel personal even as you scale.
The Bottom Line for Student Entrepreneurs
First, talk to your potential customers. Are you solving a real problem? Read The Mom Test by Rob Fitzpatrick to learn how to ask better questions – it’ll save you months of building something nobody wants.
Second, start with a hypothesis, test it, iterate. You can think about a problem forever, but there’s no point in building a perfect fictitious business.
Finally, be realistic about why you’re doing this. I’d still earn more in consultancy – don’t think of entrepreneurship as the easy way out. Do it because you have a burning desire to build something.
Images are the primary medium of documentary photographers. Although photographs can illustrate or suggest, they do not have the capacity to explain or reason. Images do not quite convey meanings like language does. They are more akin to poetry, often leaving audiences yearning for deeper insights and context. Understanding the context of an artwork – such as the time, culture, and the artist’s influences – can deepen and enhance our appreciation, allowing us to engage with the work on a more informed level. This is where podcasts come in. They provide a platform for photographers to share the stories behind their images, explain their creative processes, and connect with audiences. Now that podcasts have surged into the mainstream, they can complement photographers’ visual storytelling, offering opportunities to build awareness, establish trust, and generate revenue.
What is a Podcast?
A podcast is an episodic audio series in which one or more hosts discuss a chosen topic. Themes can span nearly any subject. These series are easily accessible online and on various devices, enabling listeners to tune in whenever they choose. While many are free, some increasingly require subscriptions.
Podcasts: A Medium on the Rise
In 2022, the UK had 21.2 million podcast listeners, projected to exceed 28 million by 2026, highlighting the medium’s growing popularity. Worldwide projections estimate that there will be 500 million podcast listeners by 2025. Podcasts have become a leading form of audio entertainment, especially among younger audiences, with nearly 40% of listeners aged 26 to 35 tuning in weekly. A 2022 survey revealed that most people in the United Kingdom – 57 per cent – listened to podcasts primarily for entertainment. Also, in the survey, 48 per cent of respondents cited a desire to learn something new or deepen their understanding of familiar topics as a key reason for tuning in.
You may ask yourself: how would I fit my serious topics into an entertainment show?
Innovate by collaborating with entertainment podcasters to reach new audiences.
Entertainment podcasters excel in making complex or mundane topics engaging and relatable. Documentary photographers can tap into this skill to present their projects in an exciting way. For instance, if you are a street photographer, you could collaborate with an entertainment podcaster to explore city life’s quirks and vibrancy, turning anecdotes into humorous commentary while subtly addressing deeper societal themes.
If you are an environmental photographer, you could create an engaging yet thought-provoking dialogue with the host on the peculiarities of human behaviour that contribute to environmental problems. The documentary photographer, tackling topics like consumerism, media representation, or stereotypes, might find a natural fit with podcasters who specialise in satirical takes on modern life. This layer of commentary resonates with comedy fans while retaining the gravity of the underlying issue. It is important to note that this advice is specific to documentary photographers. Photographers focusing on other genres, such as portraits, wildlife, or fashion, must tailor their messaging and approach to their unique audiences and subject matter. Ultimately, such collaborations offer mutual benefits. The photographer gains exposure to a new audience and builds awareness, while the podcaster diversifies their content. This cross-promotion can occur through joint marketing efforts, such as sharing episodes across both platforms or hosting giveaways.
Establishing Authority and Credibility
If you have conducted extensive research for your documentary projects, you likely possess expertise in the subject matter. Use this knowledge to position yourself as a thought leader. The world of podcasting is changing fast, with niche podcasts and specialised content leading the way as listeners increasingly seek experiences tailored to their interests and needs. The podcasts you host or appear on do not have to focus solely on photography; instead, use your expertise to discuss topics where you excel. Add value to the conversation by showcasing your insights. This builds trust, reinforces your professional identity, and drives interest in your photography projects.
In 2019, Google announced the ability to search for and play podcasts directly on its platform, positioning them as a valuable element of a comprehensive search engine optimisation (SEO) strategy. While Google cannot “listen” to podcasts to evaluate their content, providing podcast transcripts on your website allows the platform to index and rank the material effectively, as the content is accessible as text. For effective SEO, ensure your podcast-hosting platform supports SEO features or prioritises SEO to help your podcast rank on Google. Include a link to your website in your podcast’s show notes so listeners can easily click it while tuning in. Once there, they should be able to find sections dedicated to your portfolio, blogs, services, and ways to connect with you.
While many people use dedicated podcast platforms, YouTube is now the second-largest search engine in the world and the top three destinations for podcast listeners. You can tap into a fresh audience by creating podcasts that address popular search queries.
Measuring the return on investment of podcasting can be challenging, particularly for beginners. Rather than seeking immediate gains, approach it as a tool to build awareness and develop a long-term strategy. But still, even as a newcomer, you can monetise through affiliate marketing by earning sales commissions or securing sponsors relevant to your podcast’s niche. Once your podcast gains traction and establishes status, you can explore additional opportunities, such as offering online courses or mentoring. View podcasting as a long-term endeavour with the immediate benefits of engaging listeners and laying the ground for future opportunities.
Podcast Industry Future Trends
The future of podcasting lies predominantly in AI and machine learning. While some AI elements in tools like Descript and Adobe Podcast are still in beta, they are set to become stable, more useful and reliable. These tools could soon handle fully automated editing for you. As AI gets better at analysing conversational flow, it will deliver more accurate transcripts, making it easier to share them on your website and improve search engine indexing.
On the listener side, machine learning could enable real-time AI-translated dubbing of podcasts, overcoming limitations of currently available transcriptions and allowing podcasts in one language to be heard in another. With these advancements, the barriers to entering podcasting will keep dropping, making it easier than ever to integrate podcasts into your practice.
The way in which authentic brand-customer relationships form has grown increasingly difficult, with growing importance on brand authenticity and swelling distrust on social media used to reach them.
This article will cover how a growing platform intended for gamers can help you stand out and circumvent many of the difficulties faced in growing an online community/
Discord is a voice-over-internet protocol (VoIP) platform providing servers to users to interact through video, voice and messaging.
Founded in 2015, Discord was once the self-determined domain of the gaming community, but now boasts over 200 million monthly active users. An incredible 78% claim to use the app for mostly non-gaming activity or equal use as it’s transitioned into a beaming social hub obscured from traditional brand activities present on social media.
“Discord is a “bellwether for what the future of digital is going to look like”
Matt Maher
Some big brands have already started using discord for marketing activations such as Chipotle and Gucci, but more often used by influencers and content creators to interact with their community and create new methods of engagement.
Should you build a discord community?
If you’ve started to wonder whether or not discord might be right to be the next level of engagement for your community, it’s worth looking at a few of the advantages it can provide:
Two-way communication between brands and customers
Algorithm free – all posts and media are in chronological order
Segment customers through multiple channels based on key criteria
Real-time analytics to measure the impact of engagement strategies
Develop value exchange that offers a win-win alternative to prevalent data gathering methods such as cookies
Democratising access to brands that have a higher barrier to entry
Decide if your community should be public or private
If you’ve taken the dive to build a discord server, one of the early decisions is the way in which people join.
Discord provides the option to keep server’s private, meaning that they must be invited by someone with admin privileges. Whilst it can limit the growth, it comes it’s with its benefits, such as: added security, exclusivity, easier moderation and a deeper connection with server members.
Some creators prefer this route, ensuring genuine community members. ShxtsnGigs, an award-winning weekly podcast by James Duncan and Fuhad Dawodu, offer Discord access to members that have subscribed to their Patreon, vetting (and rewarding) those that join.
Alternatively, marketing campaigns or some influencers may welcome open access to reach a wider audience. Whilst discord allows you to index your server to be discoverable on the platform, you can also list your server on 3rd party sites via keywords and descriptions such as Disboard, Discord Expert, Discord Server List, Top and Discord Me.
Enable yourself as a community server
No matter where you begin, there’s one crucial step to growing your community on discord: marking your server as one! You can do this by heading to Server Settings > Community and going through the setup process.
Once designated, a breadth of new features to help your community as you scale will become available, such as:
Welcome screen – a personalised page for new visitors so they know what your community is about and where to begin.
Announcement Channels – A place to broadcast messages both to and beyond your server. Users can “follow your channels” to get updates published in their own servers.
Stage Channels – Host conversations between a small number of members with up to 1000 community members listening in.
Membership / Rules Screening – Ensure that new members agree to your community’s guidelines before they can talk, react or direct message other members.
Server Insights – Find out how your community is performing on a number of Key Performance Indicators.
Server Discovery – Display your community directly on the platforms Server Discovery page.
The layout of a discord server is key for user experience and retention – and can often times get confusing.
The Server Architecture of Genshin Impact
Discord allows you to create channels which can be assigned to separate categories. The concept of it is no different to a website and requires a little bit of pre-planning.
Create a welcome category, with channels for rules, role determination and onboarding – you can customise questions that have to be answered for them to gain access to different channels and can be specific to information you want to learn about them.
Have an announcement channel, where you can post news or share new content
Include essential discussion channels for topic related to your company
Make use of private channels for admins and for different tiers of community members
The Onboarding options in OpenAI’s server
Leverage the use of Bots
One of the biggest advantages of discord is the use of official and community developed bots to help automate processes.
Bots can be used for a multitude of purposes – such as automating moderation by automatically identifying violating behaviour and revoking server privileges, or by acting as a jukebox and joining your audio channels to play the hottest tunes! Notably, they can be vital in supporting community engagement, by posting announcements whenever new content is posted somewhere!
MEE6 Landing Page
MEE6 is the most popular discord bot around – which you can get started with here
Host regular events
Discord has the capability to support engaging events for your community to add another layer of interactivity and connect with members on a deeper level such as:
Use Stage Channels for a live podcast, WatchParty new content, Quiz nights or Q&A session
Host game nights with the built-in discord game library or external games.
Schedule events to promote upcoming content – Canadian artist “Grimes” used a discord event to share a snippet of the song “Shinigami Eyes” in 2021.
Creating an event is easy – just click Create Event by clicking the dropdown arrow under your server name and providing details. Discord will implement it into the server and announce it to members where they can indicate attendance.
Event Setup in Discord
When creating an event, make sure to schedule it in advance, considering different time zones and availabilities!
Measure your Impact
Once you’re up and running you can use Server Insights to judge the performance of your server, identifying trends in the engagement ration between chatters and lurkers, member recruitment, retention and the success of your onboarding.
You can even select date ranges to quantify the success of server events!
About a year ago, I, alongside fellow University of Staffordshire lecturer Dr. Karen Castle, began researching the ‘dissemination habits’ of our Chartered Manager Degree Apprenticeship (CMDA) apprentices. One of several apprenticeship programmes offered by Staffordshire Business School, CMDA sees individuals from a range of public and private sector employers complement learning on the job, complimented by university study for roughly 20% of their time. Towards the end of the programme, the apprentices produce a work-based project, the equivalent of an honours project on a full-time degree, which requires them to implement a significant change in the workplace.
By ‘dissemination habits,’ we mean the ways in which apprentices share the findings of their work-based projects with others both inside and outside their organisation. Karen and I were interested in this because we had seen apprentices do some amazing things with their projects, work that changed their organisations’ fortunes and, in some cases, even saved lives. Our research involved interviewing apprentices to find out how they shared these findings, and what we quickly noticed was that apprentices wanted to share them externally, but needed to find a ‘good home’ for them. From this, we identified a gap in the market: the opportunity for a journal that bridges the divide between academia and practice. Subsequently, the Journal of Vocational Research and Practice (JVRP) was born.
We don’t want JVRP to be just for apprentices. It’s a home for any work-based learner – whether that’s apprentices, full-time students on placements, or those employed full-time and studying qualifications in their own time at their own cost. We also don’t want it to be level-restrictive. It shouldn’t matter whether you’re studying at Level 2 or Level 8; if you have something new and innovative to offer, we want to hear about it.
To support this, we offer diverse submission formats. These include traditional 5,000–10,000-word peer-reviewed articles, but also shorter 1,500–2,000-word reflective pieces or accounts of practice, and even 10-minute poster presentations with accompanying MP3 audio, for those wanting a visual and auditory alternative. Our most exciting initiative, however, is our Hackathon Special Issues. These are themed calls where we, or a guest editor, present a pressing challenge and invite submissions on how to address it. We currently have one running on innovative support mechanisms in apprenticeships, with many more to come.
If there’s one thing we want to achieve with this journal, it’s empowering people and giving them a voice. We believe innovation can come from anyone, at any level, in any sector; and too often, that’s missed. JVRP is a space where practice meets research, and where ideas born in the workplace can find a wider audience and make a bigger impact. For our recent launch, we put together a special editorial issue written by our board, focused on how to craft these projects, package them up, and share them effectively. We call it our ‘dissemination toolkit’ – and we encourage you to take a look!
Katie Crocker is a Director at Spark & Forge Marketing. Part brand powerhouse, Part industry incubator. Delivering standout campaigns, bold strategy, and design that cuts through, while actively forging new talent pipelines through live briefs, placements, and mentoring.
Generative AI (GenAI) has become a major talking point globally since ChatGPT launched in November 2022.
According to the British Chambers of Commerce, the majority of Small to Medium Enterprises (SMEs) are not using AI. This presents a huge opportunity for early adopters to become familiar with AI and utilise it ahead of their competition.
Why should I use AI in my social media?
Using AI to supplement your business social media strategy and content correctly, can lead to increased efficiency, easier idea generation, reduced costs and reduced turnaround time.
34% of respondents for a McKinsey survey are now regularly using GenAI in their Marketing and Sales. The use of both generative and analytical AI is leading to increased revenue.
What is Artificial Intelligence (AI)?
Artificial Intelligence (AI) is a widely used abbreviation for a subset of Deep Learning known as Generative AI and Large Language Models (LLM). As technology progresses, these two subsets are increasingly crossing over. Examples include Google Gemini, Microsoft CoPilot and ChatGPT. For this blog, we will use GenAI to refer to these tools.
AI has been available for consumers in tools such as Amazon’s Alexa and Apple’s Siri. They had very limited functionality, only being able to search for an answer and sourcing directly from the internet.
What can I use GenAI for in my social media?
GenAI can be used for a number of different purposes within your social media from helping to generate business specific ideas to proof reading your existing work.
You can use GenAI in your social media to:
Start the blank page – Emails, Blogs, Social Media copy
A great social media strategy should start with research into market trends and competitors.
Utilise GenAI to ask questions to help you such as:
“You are a digital marketing strategist for a small e-commerce business. Please ask questions that targets a social media marketing research plan pre strategy.”
You can also ask GenAI to help generate customer personas which aid in targeting your strategy.
Create a Strategy.
For example, “You are a digital marketing strategist for a small e-commerce business. Please ask questions to create a digital marketing strategy” contains Persona, Task and Context and Format.
By answering these questions about your business, you will have goals and a strategy in place.
If you need further clarification about a question, you can ask your GenAI to give specific examples.
Create tone of voice and brand guidelines for creating cohesive social media.
Don’t have Brand Guidelines? Don’t worry! Ask GenAI to help create some!
If you have existing blog or social media content, ask your GenAI tool to use analyse your posts and copy to come up with a tone of voice document. If you are starting from scratch, ask GenAI to ask you questions that would be helpful in creating these guidelines.
Train your GenAI with data and your internal documentation to generate ideas.
By using your research, marketing strategy, and tone of voice document you can craft a prompt such as:
“You are a digital marketing strategist. Using the research, marketing strategy and tone of voice documents attached, generate a content marketing plan for the next 90 days. As a business, we are going to focus on Instagram, TikTok and Facebook organic content.”
This will give business specific ideas that are in line with your marketing strategy.
What common mistakes should small businesses avoid when using GenAI tools?
Not having a marketing strategy with goals in place.
Without direction, your business won’t enjoy all the benefits a marketing strategy brings. Brand trust is built through social media with a global average of 88% of consumers saying it was important for them to trust brands they purchased or used.
Generic Prompting.
If you are using a generic prompt such as “Create 3 Facebook posts about shoes” will not generate business specific ideas.
Prompt with direction and thought.
Using directly generated content on Social Media Platforms.
Use GenAI as your assistant to bounce ideas around but keep your content original.
LLMs use American English.
Ensure you read through the outputs of GenAI to ensure that they match your tone of voice brand guidelines. Even if you tell the models to use British English, it will sometimes still return American English.
If you are asking GenAI for facts, check them.
There are two things to watch out for here:
As GenAI pull information from the internet, it can pull from misinformation and return this as fact with a source. It is your responsibility to ensure that the data is correct. The best way to avoid this is to not ask your GenAI for facts and figures and still use search engines if you want specific information.
There are also errors known as hallucinations. Hallucinations are where an GenAI generates incorrect information as a confident response.
You must also abide by your business’s privacy policy and The Data Protection Act. The best rule of thumb is If you are not comfortable posting the information on a billboard in Piccadilly Circus, Don’t enter it into a GenAI!
I feel nervous about introducing GenAI – What can I do?
Firstly, have a go! There are several GenAI tools you can use for free listed above. Start small and build up.
Secondly, look for a course. There are a number of online courses available that can give more in-depth information on how to use GenAI tools and how you can apply it in your business.
What upcoming GenAI innovations could revolutionize social media marketing?
Used well, GenAI will streamline your social media administration, never let you start with a blank page again, and be your Social Media Consultant in your pocket.
In 2025, adopting AI-driven personalisation where emails and ads are personalised with dynamic content will take your social media use and business to the next level. Are you using GenAI in your Social Media? How are you going to use it 2025?
“Here Comes Summer”, a song immortalised by Jerry Keller in 1959, and one that for me encapsulates the feelgood elements of one of my favourite seasons. The others being spring, autumn and winter, in the UK and in that order!
In my early days as a Tour Guide, I had this song, amongst others of questionable taste (at least according to my teenage daughter, who of course is the absolute authority on what defines good taste in music), on a pre-recorded cassette tape that I always played to my coach passengers as we made our way across Europe to holiday destinations far and wide. It was key to the holiday ‘feel-good’ factor that we always tried to instil into our clients, not least because the mindset was important for the assurance of customer satisfaction, at least until resort arrival…but that’s a topic for a future story.
In this blog I consider the meaning of ‘feelgood factor’ in the context of getting ready for summer, wellbeing and tourism. After all we all know we’re ready for it, but are we sure that we know what ‘it’ really is, and, equally importantly, where to find ‘it’?
A search for the definition of ‘feelgood factor’ elicits words such as happy, positive, wellbeing, endorphins and serotonin. Endorphins and serotonin are two of the four hormones nicknamed “feelgood” hormones because of the happy feelings they produce. The others are dopamine and oxytocin. Essentially endorphins and serotonin are chemicals in your body that make you happy, with serotonin helping to stabilise your mood and well-being, and endorphins focusing on stress relief. But how do we naturally boost our ‘happy hormones’ without resorting to supplements?
In my 2020 article ‘Why going camping could be the answer to your lockdown holiday woes’, written for The Conversation, I discuss the surge in people taking outdoor breaks post-lockdown, and I consider the health benefits of spending time in green space, meaning that we take in more oxygen, which in turn leads to release of the feelgood hormone serotonin. That was almost 5 years ago, and it strikes me how quickly we forget how easy it is to take advantage of our own backyard, both literally and metaphorically, and find that ‘feelgood’ factor in green and blue space. At that time forced confinement reiterated the importance of being out and about in nature, and the evidence suggested that green space positively impacts on people’s stress levels, resulting in better communication and more sensible decision-making.
The idea that access to green space affects our mental health and wellbeing is not new. Indeed, the desire to engage with nature and outdoor activity has been at the forefront of the wellbeing agenda in Europe for some time. Extended families, often brought together by necessity (economy and childcare), have, in more recent years, incorporated outdoor activity in green space into their holiday plans, as a way of improving wellbeing and mental health. Families are also recognising, in their more collectivist approach to holidays, that active pursuits in the outdoor space enable family cohesion and enjoyment in a way that benefits all involved, through the reduction of stress levels and the resulting improvements in communication.
Also important in this context is blue space. Time spent near lakes, rivers and/or coastal areas boosts our emotional wellbeing and some experts believe that blue spaces are even more beneficial to wellbeing than green spaces in reducing stress and anxiety. If we then introduce physical activity, in both green and blue space, for example walking, climbing, swimming, sailing, as well as the possibility of socialisation, we have the ideal remedy for improved wellbeing. In the UK, with a multitude of outdoor ‘playgrounds’ within easy reach of much of the population, particularly in its National Parks and Areas of Outstanding Natural Beauty (AONB), and the government guideline that greenspace should be available within 300 m of homes, finding the space should be the easy part. Using it throughout the year is perhaps something we need to be encouraged to do more often.
Spending time in a psychologically restorative environment can generate the ‘feelgood factor’ we need throughout the seasons, but perhaps as summer approaches we can find our green and blue space and remind ourselves how easy it is to both find and keep ‘it’, all year round, and not just when summer comes.
Hello, I’m Kyle Salisbury, and I’m excited to share my experiences as a full-time soldier with the Parachute Regiment and a student at University of Staffordshire (UoS), where I’m pursuing a Business Management BSC Top Up (MOD)
I began my academic journey in 2023, eager to expand my knowledge and skills while balancing my military commitments. The transition from military life to student life came with its own set of challenges, but I have found that UoS has provided a supportive and enriching environment that makes this balancing act possible.
One of the standout features of my experience has been the excellent instruction and mentorship offered by the university. I want to take a moment to highlight my course leader, Victoria Gilbert. From the very start, she has been an excellent support while on my academic path. Her approachability and willingness to provide guidance has had a significant impact on my studies. Whether I have questions about course material or need advice on managing my time between studies and military duties, Victoria is always there to help.
The module on Authentic Leadership, for instance, has encouraged me to reflect on my own leadership style and its impact on those around me. Meanwhile, the Data and Decision Making module has equipped me with analytical skills that I find invaluable both in my military role and in my studies. Innovation Change Management has opened my eyes to the importance of adaptability in today’s fast-paced world, and Strategic Management has given me a broader perspective on how businesses operate globally.
Juggling Military responsibilities and academic requirements
While juggling military responsibilities and academic requirements can be tough, I’ve learned that perseverance is key. The support I’ve received at UoS has made it not only achievable, but also enjoyable. I genuinely look forward to each class and the insights they offer.
As I continue my journey in both the military and academia, I’m excited about the future and the opportunities that lie ahead. I encourage anyone considering a similar path to embrace the challenge. With dedication, the right support, and a willingness to learn, you can achieve your goals—just as I am striving to do.
As someone who proudly wears the title of a first-generation university graduate, I know firsthand how education can transform lives. I didn’t come from privilege, I came from a background where university wasn’t the natural next step, but rather a distant dream that seemed just out of reach. Fast forward to today, and here I am, a Course Director at the University of Staffordshire, leading an incredible team that inspires and empowers students every day. And if you’ll indulge me for a moment, I’d love to tell you about one of the most inspiring journeys I’ve had the privilege to witness, the impact of the Chartered Management Degree Apprenticeship (CMDA) for our military learners.
The CMDA isn’t just a higher degree apprenticeship; for some, it’s a mission. And like any good mission, it requires strategy, adaptability, and an unshakable commitment to the cause. At University of Staffordshire, we have the honour of working with military professionals who bring their discipline, resilience, and leadership into the world of academia. But make no mistake, while these soldiers are trained for battle, it doesn’t mean their journey through university is easy. In fact, for many, it’s a fight of a different kind.
Take one of our recent graduates, for example. They completed their CMDA Apprenticeship, which includes a Bachelor of Arts with Honours in Professional Management, and while they’ll humbly credit their own hard work, they’ve also shone a well-deserved light on the exceptional support of our staff. From the financial reporting module that almost broke them (until our own Senior Lecturer in Finance, Dr. Dil Hewage, swooped in like an academic superhero), to the constant struggle of balancing deployments with deadlines, this apprenticeship was well and truly earned in the trenches!
And speaking of trenches, let’s talk about the unique challenges of studying in the military. Imagine this: you’re in the middle of Europe, no internet, no access to your laptop, and yet, you still have assignments due. No problem! Karen Castle and our team devised a contingency plan fit for a battlefield, ensuring that even when service members were off the grid, their education didn’t have to be. As they say in the military, ‘No plan survives first contact’ but thanks to my team, this one did.
And then, there are the battles you don’t expect, the ones that aren’t part of the curriculum, the extracurriculars, or the job description. One of our students, mid-degree, received a life-altering cancer diagnosis. Let that sink in for a second. They had spent years juggling deployments and studies, only to be thrown an even bigger challenge at the final stretch. But giving up was not an option. With the outstanding and unwavering support of Jennifer Rutter, Work-Based Education Officer, and my team, they powered through chemotherapy, surgeries, and all the mental and physical toll that came with it to ensure they graduated with their cohort just as they’d always planned. If that isn’t the definition of resilience, I don’t know what is.
So why am I telling you all this? Because education is more than just lectures and textbooks. It’s about people. It’s about the academics who stay late for one-on-ones, the support staff who rewrite the rulebook to make things work, and the students who refuse to let anything stand in the way of their success.
To my team at University of Staffordshire Business School, thank you. Thank you for your dedication, your passion, and for making the impossible possible. To our students, past, present, and future, I can only say keep pushing, keep believing, and know that you are never alone on this journey.
And to anyone reading this blog who has ever doubted whether university is for them, if a soldier in a warzone can do it, a cancer fighter can do it, then so can you. At University of Staffordshire, we will support you to make those dreams a reality. We are the Catalyst for Changing Lives!
It is over a century since the cries of “deeds not words” were heard from the Suffragette movement led by Emmeline Pankhurst and in 1918 under the Representation of People Act; women were finally given the right to vote…. subject to satisfying criteria. Enter the snail…. then taking a further ten years until the second act finally gave women the same voting rights as men.
And yet here we are in 2025 hearing the familiar call to action, this years’ International Women’s Day campaigned to “Accelerate Action” fuelled by the prediction that “full gender parity” will not be reached until 2158. Am sure I am not alone in thinking this is astonishingly snail like progress in an era when change is now constant, has never been so fast and will never be this slow again.
According to the latest global study by Ipsos for IWD; “women won’t achieve equality with men unless there are more female leaders in business and government”. After 20 years in leadership, I have been fortunate to support this; encouraging, creating opportunities, mentoring, and now developing abilities and confidence of students as they become senior leaders, but is the dial shifting?
At one level the answer is yes, if we look through the Glass Ceiling to some of the largest and most successful organisations; women now hold 43% of roles on FTSE Boards (FTSE Women Leaders Review Report 2025) and almost half of new board appointments are filled by women.
At another level… bring back the snail…as we consider pay. In 1968, the sewing machines of the Ford factory in Dagenham stopped as 180 women machinists downed tools in protest of unequal grading/pay in comparison to similar roles held by men, a fight that ultimately helped to drive The Equal Pay Act in 1970 – which set out to prevent discrimination in employment terms/conditions between men and women. Yet, 55 years on there is still a UK gender pay gap. According to recent ONS data the gap is on average 7% although decreased somewhat from 9% since the mandatory reporting requirement began in 2017. Those holding more senior leadership roles are more likely to experience the gap…so while we celebrate the achievement of 43% of women in FTSE executive positions – the reality is they are likely to be paid up to 69% less than a male.
If what gets measured gets done, then we might assume steady snail like progress will continue amid the ongoing cries for action. However, the Economists glass-ceiling index suggests otherwise with progress for women in work having stalled, mirrored by the less celebrated statistic that only 35% of leadership roles in 350 FTSE companies are held by women. So while we continue to measure progress or speed of snails (0.03mph) our focus and efforts would be better placed on “accelerating action”.
To be clear; I don’t hold any malice towards snails –in fact Charles Darwin suggested they are a superb example of adaptable life form …… perhaps then more adaptable than some humans!.
We are delighted to announce that Dr Muhammad Ali Khan has joined us as a Lecturer in Digital Marketing within the School of Digital, Technology, Innovation and Business (DTIB). With almost ten years of teaching experience and a student-centered approach, Muhammad brings a rich blend of academic rigor and practical expertise to our institution.
Muhammad’s academic journey is marked by a PhD from Manchester Metropolitan University, where he examined the field of advertisement effectiveness and consumer behaviour in radio advertising. His research provides valuable insights into how background music influences consumer responses to radio ads. Prior to his PhD, he earned an MSc in Marketing Management from RIPHA International University in Pakistan, and an MSc in Marketing Management from Liverpool Hope University in the UK. His undergraduate studies also took place at Liverpool Hope University, where he obtained a BA (Hons) Business and Marketing.
Muhammad has extensive work experience with a various range of clients across multiple digital platforms, sharing his skills in digital marketing strategies. He also contributed to course development at Warrington and Vale College, demonstrating his commitment to educational excellence.
In addition to his academic and teaching credentials, Muhammad has a passion for entrepreneurship. He has collaborated with small businesses to enhance their online visibility through search engine optimisation (SEO) and pay-per-click (PPC) campaigns, managing their accounts and optimising strategies to achieve tangible results.
His research interests encompass consumer behaviour, the effectiveness of advertisements, emerging trends in digital marketing, the impact of media on decision-making processes, and innovative marketing communication strategies.
