Business and Management Research News 2024

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Staffordshire Business School was ranked No1 in the Million+ group of universities in REF2021 – you can see our submission on the national results website here and for Business Schools across the sector there is an analysis by the Chartered Association of Business Schools (we ranked 51st out of 107 overall and 16th for Impact).

You can read our previous research news for 2023 here , 2022 here.

Peer review papers

Abbas, A.F., Khwaja, M.G., Abbasi, A.Z. and Hameed, A. (2023), “Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment”, Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 4, pp. 532-550. https://doi.org/10.1108/CBTH-01-2023-0007

Abbasi, A. Z., Rather, R. A., Hooi Ting, D., Nisar, S., Hussain, K., Khwaja, M. G., & Shamim, A. (2024). Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach. Journal of Vacation Marketing, 30(1), 93-109.https://doi.org/10.1177/13567667221118651

Barnett, N. J., Giovannini, A., & Griggs, S. (2024). Serial adapters? Local government chief officers and the navigation of space and time. Environment and Planning C: Politics and Space, 0(0). https://doi.org/10.1177/23996544231223618

Dimungu-Hewage, D., & Poletti-Hughes, J. (2023). Does board diversity decrease corporate fraud? International evidence from family vs. non-family firms. Review of Corporate Finance, 3(1–2), 175-211 –http://dx.doi.org/10.1561/114.00000039

Etherington, D., Jones, M., & Telford, L. (2023). ‘COVID crisis, austerity and the ‘Left Behind’ city: Exploring poverty and destitution in Stoke-on-Trent’. Local Economy, 37, 692-707 https://doi.org/10.1177/02690942231169700

Etherington D, Jeffery B, Thomas P, Jones M and Ledger-Jessop B (2023) ‘Trade union strategies to tackle labour market insecurity: Geography and the role of Sheffield TUC’ Industrial Relational Journal, 54, 261-277. https://doi.org/10.1111/irj.12400

Hameed, A., Khwaja, M. G., & Zaman, U., (2023). Configuring optimal contextual performance and task performance in offshore business processing organizations. Business Process Management Journal.  29(1), 285-307 https://doi.org/10.1108/BPMJ-07-2022-0330

Hazzam J. & Wilkins S. (2023). The influences of lecturer charismatic leadership and technology use on student online engagement, learning performance, and satisfaction, Computers & Education, https://doi.org/10.1016/j.compedu.2023.104809

Malik, M.F., Khwaja, M.G., Hanif, H. and Mahmood, S. (2023), “The missing link in knowledge sharing: the crucial role of supervisor support- moderated mediated model”, Leadership & Organization Development Journal, Vol. 44 No. 6, pp. 771-790. https://doi.org/10.1108/LODJ-04-2023-0199

Mami, D, Lami, E and Pugh G (in press) Fiscal Enforcement and Elections in the context of high corruption. Public Finance Review. ISSN 1091-1421

Poletti‐Hughes, J., & Dimungu‐Hewage, D. (2023). The effectiveness of gender diversity reforms and the impact of a familial culture: a spillover effect on board independence. British Journal of Management, 34(3), 1316-1339. https://doi.org/10.1111/1467-8551.12660– 4* Journal

Turi, J.A., Khwaja, M.G., Tariq, F. and Hameed, A. (2023), “The role of big data analytics and organizational agility in improving organizational performance of business processing organizations”, Business Process Management Journal, Vol. 29 No. 7, pp. 2081-2106. https://doi.org/10.1108/BPMJ-01-2023-0058

Wilkins, S., Ireland, J.J., Hazzam, J. and Megicks, P. (2024). Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives, Marketing Intelligence & Planning, https://doi.org/10.1108/MIP-01-2023-0028

Wilkins S., Hazzam J., Ireland J. & Kana R. (2023) International branch campuses: the influences of country of origin and campus environment on students’ institution choices and satisfaction, Journal of Higher Education Policy and Management, https://doi.org/10.1080/1360080X.2023.2272231

Zaman, U., Aktan, M., & Khwaja, M. G. (2023). Linking Regenerative Travel and Residents’ Support for Tourism Development in Kaua’i (Hawaii): Moderating-Mediating effects of Travel-Shaming and Foreign Tourist Attractiveness. Journal of Travel Research, 62(4), 782-801. (ABS 4) https://doi.org/10.1177/00472875221098934

Zaman, U., Florez-Perez, L., Anjam, M., Ghani Khwaja, M. and Ul-Huda, N. (2023), “At the end of the world, turn left: examining toxic leadership, team silence and success in mega construction projects”, Engineering, Construction and Architectural Management, Vol. 30 No. 6, pp. 2436-2462. https://doi.org/10.1108/ECAM-08-2021-0755

Zaman, U., Naeni, L. M., Huda, N. ul, & Khwaja, M. G. (2023). Time Flies When You are Having Fun: The Mediating Effects of Project Opportunity Management in the Relationship Between Project Leaders’ Self-Efficacy and Multidimensional Project Success. Project Management Journal, 54(2), 132-148. https://doi.org/10.1177/87569728221134524

PhD Completions

Mayowa AKINBOTE (2023) The Impact of the ECB’s Unconventional Monetary Policy Announcements on Financial Markets and Investors’ Behaviour (Principal supervisor Prof. Nirmala Lee and secondary supervisor Dr Lan Jiang) from London Metropolitan University

Dilrukshi HEWAGE (2023) The Effectiveness of Board Diversity Reforms and Corporate Practices: The Moderating Role of a Familial Culture, Prevalence of Family Businesses and Family Ownership (Principal Supervisor: Dr. Jannine Poletti Hughes, seconday supervisor Dr Yang Zhao) from the University of Liverpool.

Spiro LAZAROSKI (08/23). Investigating the transmission channels by which exogenous shocks originating in the global economy are transmitted to the countries of the Western Balkans (2003-2015). (Prof Geoff Pugh Principal Supervisor) from Staffordshire University

Tiantian LIU (03/2023). Chinese entrepreneurial proclivity and the conjectured link with the experience of foreign sojourns: Evidence from a study involving undergraduate students based in Beijing. (Harper Adams University With Dr Keith Walley and Dr Paul Adkins and external supervisor Prof Geoff Pugh)

Khaoula OMHAND (02/24) The Race to the Top: The Experiences and Strategies of Women of Colour in UK Academia from Wolverhampton University

Vicky ROBERTS (12/23) Branding in Micro- Organisations – A Network Approach from the University of Bradford

Ema TALAM (09/23). Evaluating the potential of public policy to jointly promote firms’ exporting and innovation. (Prof Geoff Pugh Principal Supervisor with Emeritus Professor Nick Adnett and Dr Mehtap Hisarciklilar) from Staffordshire University

Ongoing Projects

Prof Geoff Pugh, Prof Jon Fairburn, Prof Mark Gregory and Christine Dover are working with the University of Manchester ESRC funded project entitled Digital Stoke

Prof Jon Fairburn and Craig Holdcroft are part of the cross Unversity team delivering an Advance HE grant for the use of AI in training researchers including free workshops sign up here

Prof Jon Fairburn and colleagues at OCSI have completed phase 1 of preparation for the next Index of Multiple Deprivation (due Spring 2025). As well as assessing the issues of updating the air quality compenent of the IMD Prof Fairburn was also asked to research and assess potential new environmental indicators.

Prof Steven Griggs is leading a project to evaluate the development of the Goods Yard in Stoke on Trent

Bids in the pipeline

ESRC responsive mode: new investigator grants round two –Digital Marketing Capabilities in SMEs – To be submitted in February Dr Joe Hazzam

Books

New book by Kieron Chadwick – available here

Progress from last year’s small research awards

Drivers and outcomes of digital marketing activity – Dr Joe Hazzam, Paul Dobson, Vicky Roberts, Dr Bharati Singh

First paper has been submitted to the European Journal of Marketing (3*). The second paper is due to be submitted in April to the Journal of Small Business Management (3*)

Exploring factors leading to augment destination tourism in the northern areas of Pakistan using digital channels – Dr Muddasar Khwaja and Carol Southall

Khwaja, M.G., Southall, C., (2024). Exploring Factors Driving Destination Tourism Augmentation in Northern Pakistan through Digital Channels. 8th International Conference on Research in Business, Management and Economics, 8-10 March, 2024. Prague, Czech Republic.

Based on the suggestions and recommendations, it will be submitted to International Journal of Contemporary Hospitality Management (ABS 3*) by the end of March 2024.

Exploring the development of Islamic financial technology in South east Asia. A sentiment analysis – Dr Syed Zaidi and Dr Muddasar Khwaja

Title: “Does electronic word-of-mouth (eWOM) increase financial appetite? Configuring through the lens of facilitating conditions, information usefulness, and argument quality.”

Authors: Khwaja, M.G., Zaidi, S.M.T., & Abbas, A.F. Journal: International Journal of Bank Marketing (under review)

Job rotation and the inclusive labour market – Prof David Etherintgon and Duncan Adam

Full details will be available in an upcoming blog shortly. The blog on the conference that was organised is already here

Small research awards for 2024

Inclusive Labour Market – Engaging Stakeholders and Delivering Impact in Islington – Prof David Etherington and Prof Steven Griggs

Navigating Financial Evolution: Holistic analysis of financial inclusion, neo-banks and challenger banks in Pakistan’s transformative landscape – Dr Syed Zaidi and Dr Muddasar Khwaja

Diversity and inclusion in the workforce: A case study of Alton Towers – Carol Southall, Amanda Payne and Dr Andy Hanks

The Impact of Entrepreneurial Education on Small and Medium-Size Enterprise (SMEs) performance.  – Dr Itoro Ekpo and Dr Fred Nyakudya

Gender and forced displacement: Investing in women refugee entrepreneurship to reduce GBV Vulnerability – Dr Khaoula Omhand, Dr Dilrukshi Dimungu Hewage, and Dr Susan Sisay

Role of firms’ governance in stimulating Corporate Carbon Productivity in the UK – Emission Trading Schemes vs. Government Policy Intervention – Dr Dilrukshi Dimungu Hewage and Dr Khaoula Omhand

Conferences and presentations

Carol Southall presented at the ‘UK Coach Tourism: Volume, Value, Perceptions & Professionalisation’ conference Jan 2024

Ibrahim, B., Hazzam, J., Aljarah, A., & Qalati, S. (2023). How Do artificial intelligence-driven Chatbots impact customer-brand relationship? Travel and Tourism context, The 5th Spring Conference on Futuristic Approaches, Istanbul, Turkey.

Ibrahim, B., Hazzam, J., Aljarah, A., & Elrehail, H. (2023). Social media marketing elements and online brand engagement: an investigation in the coffee shop industry, 2nd International Conference on Contemporary Issues in Commerce, Istanbul, Turkey.

Khwaja, M. G., (2023). Inspecting patients’ Experiential Value to build Patients Loyalty in private and public sector hospitals: An Empirical Investigation. 22nd International Marketing Trends Conference, ESCP Business School, Paris. France (19-21 January, 2023).

Khwaja, M.G., Southall, C., (2024). Exploring Factors Driving Destination Tourism Augmentation in Northern Pakistan through Digital Channels. 8th International Conference on Research in Business, Management and Economics, 8-10 March, 2024. Prague, Czech Republic

Upcoming Tourism conference organised by Carol Southall, NTAN & ATHE on the theme  the dynamic interplay of “People, Place, and Pride” in the realm of tourism – 27th June

Miscellaneous

Dr Ema Talam, Prof Geoff Pugh and Prof Jon Fairburn submitted evidence to the UK Parliament, Business and Trade Committee which is investigating industrial policy

Etherington D and Jones M (2023) ‘Political economy of the inclusive labour market: welfare through work revisited’ in J Ingold and P McGurk (eds) Employer Engagement: Making Active Labour Market Policies Work (Bristol University Press, Bristol) 34-51

Grattan N and Jones M (2023) ‘More-than-civc: higher education and civic society in post-industrial localities’ in J Dobson and E Ferrai (eds) Reframing the Civic University: An Agenda for Impact (Palgrave Macmillan, London) 121-141

Hussain, K., Abbasi, A.Z., Khwaja, M.G., Hussain, A., and Hooi, T.G. (2023). Perceived Value of Images Carrying Tourism Location Information on social media and Customer Brand Engagement. in Brand Co-creation tourism research: contemporary issues and challenges. CRC Press. Routledge Taylor and Francis Group. Book chapter

Havoli B, Fairburn J, Pugh G, Talam E, Efendic A, Stojcic N (2023) Promoting the creative sector in three deindustrialised economies: the United Kingdom; Bosnia and Herzegovina; and Croatia. Project Report. Staffordshire University.

Jones M (2023) ‘Dr Gordon MacLeod (1964-2022)’ Scottish Geographical Journal, 139, 242-246.

Jones M (2023) ‘Relationality’ in L Lees and D Demeritt (eds) Concise Encyclopedia of Human Geography (Elgar, Cheltenham) 333-337

Middleton, J, Southon, P and Fairburn, J (2023) The impact of environmental provisions in trade agreements on non-communicable disease: working paper. PETRA.

Staffing changes

Good luck to Dr Muddasar Khwaja who has a new job at Keele University and Dr David Cook who has a new job at Nottingham Trent University

Good luck to Vicky Roberts in retirement

Professors Geoff Pugh and Jon Fairburn will be Emeritus Professors from April 2024.

Workshops (free and in person) – Training in the use of AI for PGR and PGT researchers

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A cross university team has won a grant from Advance HE (read more here). The first set of workshops for the project are now available to be booked.

Participants can sign up to 1-5 workshops depending on their needs.

Link to eventbrite here

Workshop 1- An introduction to AI by Craig Holdcroft Lecturer in Business and Digital Marketing, Business School – Weds 21st Feb 1.00-3.00

Workshop 2 – How to use AI for your Literature review and synthesis by Dr Jane Wellens, Head of the Graduate School – Weds 28th Feb 1.00-3.00

Workshop 3 – Reviewing and repurposing your research for different audiences with Prof Jon Fairburn, Business School – Weds 6th Mar 1.00-3.00

Workshop 4 – Using AI to provide research career support with Gary McNally, Research Training Manager, Research Impact and innovation Service – Weds 13th Mar 1.00-3.00

Workshop 5 Qualitative skills and AI with Dr Jane Wellens, Head of the Graduate School – weds 20th March 1.00-3.00

All sessions in R312 Science Centre Leek Road, Staffordshire University

Toolkit to be launched in Autumn from Advance HE website

New project: Generative AI research practice – funded by Advance HE

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A cross disciplinary groups of experts from Staffordshire University have been awarded a Collaborative Development Fund grant by Advance HE to develop and support postgraduate research students.

Project overview

Generative AI (GAI) presents a paradigm shift for research practice; Sabzalieva and Valentini (2023) identified a range of possible uses including during the writing, research design, data collection and data analysis stages and Nordling (2023) found that 33% of postdoctoral researchers use ChatGPT to support their research. However, those numbers may well be exception in disciplines where AI technologies are integral to the science, most researchers are currently novices in terms of understanding the opportunities and limitations of GAI in their own disciplinary and research contexts. This project will also consider postgraduates on taught and doctoral programmes as well as those supervising them, and those leading the governance of programmes and research practice.

As researchers increasingly deploy GAI, there is a need to ensure that they are
aware of its potential and limitations, know how to evaluate the reliability and validity of outputs and understand its wider societal, ethical and integrity implications.

This project will work with postgraduate students and doctoral supervisors to:
(i) Co-create, deliver and evaluate an experiential workshop programme of workshops
exploring the application of GAI technologies in five different areas of research practice:
a. Literature reviews and synthesising of existing research
b. Reviewing and re-purposing own research for different audiences
c. Translation and undertaking research in another language
d. Qualitative Research skills
e. Researcher career support
(ii) Integrate cross-disciplinary activities to enable participants to:
a. Review, compare and critically evaluate the usefulness, validity, and reliability of the
GAI outputs for different research processes, methodological and disciplinary
contexts.
b. Explicitly consider the societal, ethical and integrity implications of utilising GAI in
these contexts.
(iii) With participants, co-create a set of principles for GAI for consideration by senior leaders in HE.
(iv) Disseminate the outcomes as re-usable learning objects and case studies for use by those involved in supporting researcher development

Timeline

Jan 2024 to June 2024

Project team

Overall lead: Dr Jane Wellens – Head of the Graduate School e: jane.wellens@staffs.ac.uk

Prof Jon Fairburn – Business School e:jon.fairburn:@staffs.ac.uk

Craig Holdcroft, Lecturer in Digital Marketing, Business School e: craig.holdcroft@staffs.ac.uk

Gary McNally, Research Training Manager gary.mcnally@staffs.ac.uk

Dr Jim Pugh – Director of the Institute for Education j.pugh@staffs.ac.uk

Other partners

UK Council for Graduate Education

Other resources

For any staff or PGR student interested in AI issues – Jon Fairburn and Gary McNally have already established a pan University MS Team to discuss and co-ordinate activity in this area – feel free to join.

AI and research

You may also be interested in another of our projects Digital Stoke which is researching the size, characteristics and growth of the digital sector.

Digital Stoke – a research project

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by Prof Geoff Pugh and Prof Jon Fairburn

About the project

This project is interested in the presence in Stoke-on-Trent of an IT or digital sector of substantial size, high productivity, and continued growth relative to the local economy. The purpose of this research is to conduct primary research:

(i) to map the IT sector in Stoke;

(ii) to analyse the IT sector origins, structure, performance, and current and potential role in the local economy; and

(iii) thereby to inform evidence-based policies to sustain and develop this emergent sector.

Some Initial Findings

In keeping with many other local authorities, Stoke-on-Trent City Council has placed the digital sector at the centre of its economic development strategy. Anecdotally at least, there does appear a strong base to build on. The emergence of a cluster of creative media businesses on the former Spode Pottery site, the success of privately owned, cyber security business Synectics Solutions, and the continuing growth of the e-gaming capabilities at Staffordshire University all suggest that, unlike some areas chasing the digital opportunity, “Silicon Stoke” has real potential.

The available data, notwithstanding the widely known limitations at the local area level, is entirely consistent with the anecdotal picture: digital is already a major component of the local economy. In 2019, according to the experimental local area ONS GVA data[1], the digital sector accounted for 10.6% of GVA in Stoke-on-Trent, significantly higher than both its 2.1% contribution to output across the rest of Staffordshire and its 6.2% share of UK GVA. And digital in Stoke -on-Trent is fast growing: the relatively high share of local economic output reflects growth of 500% in GVA in the city since 2010, compared to a rough doubling of the sector across the UK and in the rest of Staffordshire.

As a result of this rapid growth, Stoke-on-Trent had the 42nd largest digital sector in the country in 2019 among ITL3 regions in GVA terms, despite being only the 122nd largest local economy. By contrast, Staffordshire was the 23rd local economy in size terms, but only 65th when ranked on size of its digital sector.

Striking as these figures are, they don’t tell us the full story. The 2019 GVA data identifies Stoke-on-Trent as having the 11th largest Arts, Entertainment and Recreation (AER) sector in the UK among ITL3[2] areas. The AER sector in Stoke-on-Trent is almost 3 times the value of that in Staffordshire, despite the county’s local economy being three times that of Stoke-on-Trent in total. The explanation is not hard to find; gambling accounts for over 97% of the AER sector in Stoke-on-Trent, reflecting the presence of the HQ and core operations of Bet365, one of the world’s leading online betting companies.

On any measure Bet365 is a digital company. If we adjust the ONS data using employee numbers as a proxy for GVA share, the digital sector in Stoke-on-Trent would on a conservative basis have been worth around £1 billion in GVA terms in 2019. This level of GVA would make Stoke-on-Trent, the 25th largest digital ITL3 area in the UK. On productivity, the performance is even more impressive. Matching the available data on employment to the sector GVA data at the local authority level[3], Stoke-on-Trent’s digital sector productivity of £153k per job is the fourth highest in the UK. Adjust for Bet365’s presence and the city moves up to third place, just ahead of the City of Westminster and behind Hounslow, home to Heathrow Airport, and Portsmouth, home of IBM. Even allowing for the fact that by combining some ITL areas the local authority measure may dilute the digital strength of places such as Reading, this ranking is very different to that for productivity (GVA per job) across the local authority area, in which Stoke-on-Trent is in the bottom quartile nationally.

The structure of Stoke’s digital sector initially appears to comprise of one (very) large firm (bet365) together with a large number of micro, small, and medium  size firms. To what extent might bet365 be functioning as an “anchor” firm is to be investigated. However, it is clear that “digital Stoke” is not a one-firm phenomenon but is based on a wide range of firms in a range of sub-industries.

Next steps

We are currently processing and collecting primary and secondary datasets for mapping using Geographic Information Systems.

We will be looking to interview past and current workers in the digital sector starting in 2024.

If you can assist or are interested in further information about the project please contact Christine Dover below.

Research team

Prof Geoff Pugh email g.t.pugh@staffs.ac.uk

Prof Jon Fairburn email jon.fairburn@staffs.ac.uk

Visiting Prof Mark Gregory email markgregorymail@staffs.ac.uk

Christine Dover (Research Assistant) email c.j.dover@staffs.ac.uk

Research Fellow (University of Manchester) starts 1st Feb 2024

Funded through the ESRC in collaboration with the Productivity Institute at the University of Manchester.

[1] Regional gross value added balanced by industry and all ITL regions. May 2021, ONS.

[2] International Territorial Level, a recognised classification to allow comparison of places of similar sizes.

[3] Regional gross value added (balanced) by industry: local authorities by International Territorial Level (ITL) region. May 2022, ONS. Business Register and Employment Survey. 2021, Nomis.

Celebrating Entrepreneurship – Global Entrepreneurship Week 2023 – 13th to 20th Nov

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by Dr Ema Talam

Risk-taking, curiosity, flexibility and adaptability, or opportunity-seeking are often thought to be characteristics of entrepreneurs. Positive effects of entrepreneurship are far-reaching. Entrepreneurship can be a contributor to economic growth and development, creator of employment, lead to increased spending in markets, lead to knowledge transfers, and innovation (Meyer and de Jongh, 2018).

Global initiative Global Entrepreneurship Week is a campaign designed to “celebrate and empower entrepreneurs in every country and community around the world – especially those individuals who face structural barriers or may have never considered the idea of launching a startup”.

Thousands of activities are organised across the world to celebrate entrepreneurship and Staffordshire University join the cause. Several sessions were delivered this week and while we are coming to the end of Global Entrepreneurship Week, there is still some time to engage with some of the activities. The sessions delivered by Staffordshire University staff and entrepreneurs in residence (Kieron Chadwick, Dr Joe Hazzam, Dr Ema Talam and Jonathan Westlake) and have covered topics such as digital adoption for entrepreneurs, social media and AI in the context of entrepreneurship, ethical considerations when starting your business, and intrapreneurship and building skills and competencies to act as an entrepreneur. Over 120 students have engaged with Global Entrepreneurship Week this year and there is still some time to engage with exciting activities around entrepreneurship if you follow this link.

At Staffordshire University, we offer variety of undergraduate and postgraduate programmes related to entrepreneurship. Full list of courses offered is available here.

#GEW2023

Notes on the Conference: Inclusive Labour Market: Exploring Job retention, rotation and social dialogue

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Professor David Etherington and Dr Duncan Adam

Purpose of the Conference

Both Staffordshire University and ERSA have been exploring models of labour market policy which are inclusive and democratic. The Job retention rotation model promoted by the Danish Government and trade unions has had a great deal of success in engaging unemployed/ disadvantaged groups with employment and at the same time providing unskilled workers opportunities to participate in vocational training. The model enables employees to be released from work to undertake study, by replacing them with substitutes who have been unemployed. The unemployed participants receive pre-employment support and mentoring as part of the scheme. Through this approach, those otherwise excluded from the workforce, are given a unique opportunity for paid work experience and vocational training. Employers benefit because production/services continues while staff are freed up to develop their skills.

This model has been mainstreamed in some European countries, promoted by the European Union, and successfully piloted in Scotland by the Workers Education Association. An essential ingredient of the JR model is the role of social dialogue and the bringing together of relevant labour market partners, including trade unions and worker representatives. For more information on the Danish approach see

Policy briefing: Job guarantee and rotation – a way towards an inclusive labour market?

The main aim of the Conference was to focus on solutions to poverty and inequality by considering the possibilities of initially piloting such an initiative in the UK, possibly in the Stoke/North Staffordshire area. Previous reports by Staffordshire have drawn attention to deep seated in work and out of work poverty (see https://eprints.staffs.ac.uk/7621/ ) where a large proportion of working age adults are either excluded from the labour market or in low paid/skills employment. A key focus is also to assess how trade unions/civil society organisations can play a greater role, along with other stakeholders within the UK employment and skills system.

Summary of all the presentations is available for download below at the bottom of the page

Speakers at the conference

Professor Martin Jones (VC) Staffordshire University

Professor David Etherington, Professor of Local and Regional Economic Development, Staffordshire University – Job retention and social dialogue: Lessons from Denmark

Jill Rutter, Head of Programme and Policy, Learning and Work Institute – Which way now for employment support?

Dr Katy Jones,  Research Fellow, Centre for Decent Work and Productivity, Manchester Metropolitan University – What role for employers? Universal Credit and Employers: exploring the demand side of UK active labour market policy

Matt Pointon West Midlands TUC – and the development of the TUC-WMCA Skills Partnership.

Simon Harris, North Staffordshire and Stoke on Trent Citizens Advice

Alexandra Jones, Policy Manager – Gingerbread – The Single Parent Employment Challenge: Overview and Key Findings

Plenary Summary – Elizabeth Taylor CEO Employment Related Services Association (ERSA)

All notes in one document below

Staffs-University-Inclusive-labour-market-Conference-Report-002Download

Looking for help with Digital marketing?

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We are now offering again the opportunity for a student placement to assist you with your digital marketing needs. This placement is credited as part of their course MSc in Digital Marketing Management

To get our Masters students ready for the industry we have two modules:

Digital Marketing Strategy in Practice (Jan to April 2024)

This module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project. During this time the student and the organisation will develop the working relationship and the student will receive access to the data and systems needed to carry out the initial assessment

First, the student will assess the existing marketing practice (using analytics, comparison against four competitors, best practice in the sector and discussion with the organisation as to what they are trying to achieve).

From the evidence strategic options will be prepared and discussed with the organisation and the strategy agreed for the placement. Finally, consideration will be given as to how to make the project sustainable (so that it can continue after the student leaves).

Once there is agreement the tripartite form is completed and signed. This work carried out between January to April 2024.

The Digital Marketing Work Placement

A credited work experience (600 hours) to deliver the project with the organisation concerned. (April to August 2024).

The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is not essential for the work project activity to take place at the premises – many of the projects have been remotely delivered due to COVID.

Here’s a blog with examples of previous projects our students have completed.

Here is the link to profiles of this year’s students. Please contact them direct to start a conversation. If you have any other issues please contact either Prof Jon Fairburn or Craig Holdcroft 

Frequently asked questions (FAQs)

  1. We’re not sure what we’re doing with our marketing can you help? You are very suited to a placement. The student will first review your activity and then in discussion with you provide you with options depending on what your needs are.
  2. What is digital marketing? Digital marketing covers a very wide range of techniques to both get your messages out and to get customers to engage with you. From website design, SEO optimisation, content creation (including podcasts, films and blogs), email marketing, social media, PPC campaigns and more – digital marketing is so much more than just social media. In fact, we have found that in general in recent years social media has been quite a way down the list of effective strategic approaches that organisations can take to develop their digital marketing.
  3. We need someone to set up and run some social media accounts? This has been a common request but so often it is based on very little. What are you trying to achieve? Which social media channel matches the personas of your customers? What is the size of your marketing budget for paid adverts on these channels? Most social media channels have been tightened so organic growth can be very small without a budget.
  4. We’re a B2B business can you help? Yes, B2B often requires a different approach to a B2C organisation. B2B organisations are often sitting on unused assets.
  5. What resources will the placement need? A line manager who can respond to updates and proposed work to give feedback. To provide a recommendation on Linkedin at the end of a satisfactorily completed project.
  6. Will we need to pay for the placement? We have had paid and unpaid placements on the course (the work-placement is credited). Placements that are paid are likely to have access to a wider range of possible students. Some companies have paid a stiped for satisfactory completion of the project. We would expect any organisation to pay for any transport costs and meal allowance if working on site.

If you are ready to start, please contact the student direct. If you have any other queries, then please contact one of the staff tutors below

Prof Jon Fairburn jon.fairburn@staffs.ac.uk

Craig Holdcroft craig.holdcroft@staffs.ac.uk

MSc in Digital Marketing Management also recruiting for January 2024 intake

DMM-Project-Agreement-form-2024Download
Outline-of-work-placements-FAQ-2023-24-Download
Project-Brief-for-MSc-Digital-Marketing-Management-Placement-2024Download

Parting Words and Pathways: Learnings and Signing Off at Staffordshire Forensic Partnership (Placement report)

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by Zainab Mansoor on the MSc Digital Marketing Management

As my internship journey with Staffordshire Forensic Partnership draws to a close, I stand at the crossroads of discovery and reflection. In this blog post, I invite you to join me in revisiting the pivotal moments, invaluable lessons, and transformative growth that have defined my time here.

The Journey Began in June!

Clueless, anxious, and a bit ecstatic, my journey at the Staffordshire Forensic Partnership started in June 2023. The three initial feelings were just the tip of the iceberg of what I felt because I always wanted to over-achieve in life. This aspiration has allowed me to push boundaries, overestimate my goals, and eventually strike success in the past. But this time, it was different. I was accompanied by highly professional and trained staff members who helped me pave realistic, timely, achievable, and specific goals. I learned that while confidence is necessary, overconfidence in any workplace can lead to problems. But more on that later!

Planning what I wanted to achieve and do in the placement for my first learning. It was the first step towards realizing that planning is helpful in every facet of life. It helps you strategize, contemplate, and manifest. I was deployed in the company’s social media department and was in charge of generating organic leads. Organic and developing are two intimidating words; how would I have known what people would want to read and/or like?

However, this is where the fun part began. I began to research, conducted a thorough competitive analysis, evaluated strategies, and drafted my version of a testing strategy. Slowly, I began to test my content on different channels; one of my favorites was the mighty LinkedIn. I started by visiting different conferences and workshops, posting blog articles on topics like CSI and the latest forensic trends and interviews with Academics, Police and Students. While the pieces managed to gain traction, the over-arching goal of achieving more kept pushing me to try new ideas.

The growth phase (Improvise, Adapt, and Overcome)

As with all great digital marketers, there is not a one-size-fits-all strategy. Especially in the digital space. There is always a need for improvisation, and this is where I learned the role of content curation during my placement. After creating my blogs, I realized my LinkedIn audience greatly appreciates video-based content. I decided on the idea of creating podcasts with Staffordshire Alumni who were employed in the forensics field. The idea of podcasts was solid because people habitually scroll or listen. This passive content consumption is widespread because it is effortless and allows people to do their work without distraction. It’s like being on social media yet working at the same time.

In the next stage, I could loop in two additional guests after reaching out to different guests and explaining my agenda. I launched the podcasts in their basic formats through audio files, and they garnered an overwhelming response from the community. Not only engagements, but I was also able to grow the organic follower count on LinkedIn. This is where I learned that I had overcome the plateau of engagement, likes, and page reach. Initially, I struggled with Word Press but then when you have the right support, you are always able to get pass through it.

I learned how to do specifications on the website. Working with Police, Academics and to top that in the field of Forensics, it was not easy as you know nothing about the subject. But eventually with time, I learned about the field through different workshops and conferences. I also visited Staffordshire Police Headquarters with an opportunity to meet with their Communications team. I sat with each one of them to know their respective roles and to have all the motivation and inspiration of how do they manager their respective job roles and responsibilities.

Visit to Staffordshire Police Headquarters – Zainab in the fore ground

Bidding a hard farewell

At the end of this placement, I would be remiss if I did not say that I have a whole new perspective on digital marketing. My advice to all future digital marketers is based on different tiers. Tier 1 starts with understanding your audience and who you are primarily reaching; this is very important. Without your audience, you’re just shooting arrows in the dark, which might land, but who’s to know where. Tier 2 involves understanding the audience’s pain points and creating personalized content. This personalization consists of following social media trends or posting enough content to become one.

Pro tip: I suggest pumping lots of content if you’re managing a relatively new page. A suitable method for this is to create a content calendar that allows you to plan ahead. It enables you to estimate the type of posts, maintain diversity, and reach those hungry people.

The last tier involves content monitoring and improvisations at the very best. Content monitoring will help you evaluate the performance of every post, helping you make intelligent decisions.

As I bid farewell to this beautiful place, I only wish to see the page flourish and carry on the foundation to build into a social media giant.

Staffordshire Forensics Partnership – Linked In Twitter Website

Read about another successful Digital marketing placement here – Middleport Pottery

Find out more about the course here MSc Digital Marketing Management which is currently recruiting for a Jan 2024 start.

Staffordshire University Digital Expo 24th October 2023

Posted on by

Organizers Fay Hutchinson (Careers) and Prof Jon Fairburn

Digital marketing is booming in the UK, a reflection of the UK being the largest ecommerce economy in Europe (2.5 times larger than Germany). The UK also has the highest population share that buy goods online at 87%.

Many digital marketing firms are expanding overseas and there is tough competition to secure workers.

The Expo will include the following:

  • Stands and exhibits
  • Guest talks from academics on a range of digital marketing topics
  • Panels of experts
  • A chance to hear about our courses, especially the work placement elements
  • Insights from local digital marketing companies
  • Talks from a past student on their work placements

If you are a business or organisation that wishes to exhibit (free), give a talk on a topic, take part in a panel or talk about the opportunities you have then please sign up on this link asap. This opportunity is open to any organisation that uses digital marketing (not just digital marketing companies). Talks should aim for between 10-20 mins.

Venue

3-6pm Tues 24th October

Catalyst Building, Leek Road, Staffordshire University, Stoke on Trent ST4 2DF

Schedule

3.15 ’AI and Social Media Marketing’’ with Dr Joe Hazzam

3.35 ‘Working on Digital Marketing at Middleport Pottery’ with Tselmeg Bat-Erdene (who completed her placement at the pottery) and Louise Bartley (Marketing and Comms Manager for Middleport Pottery

4.00 ‘Network branding in SME’S’ with Vicky Roberts

4.20  Panel discussion ‘Trends and developments in digital marketing’ with Craig Holdcroft, Vicky Roberts and Paul Dobson

4.50 Developing the marketing plan for a research institute with Stella Godwin (who completed her placement at the institute) – will include details of this year’s opportunity for a placement

5.10    Using Generative AI with SME’s (the basics of  getting going) with  Craig Holdcroft

5.30 Work placements on the MSc Digital Marketing Management by Prof Jon Fairburn – for businesses or organisations that would like to know more about hosting a work-placement

Courses and training

At Staffordshire University we offer undergraduate, post graduate and professional courses in Digital Marketing

Placements and live briefs

Example of a recent digital marketing placement at Middleport Pottery

Examples of other digital marketing placements

Staff

Paul Dobson – Award Leader for the MSc in Digital Marketing Management

Dr Joe Hazzam – Award Leader for the BA Digital and Social Media Marketing

Kat Mitchell – Award leader for the CIM diploma in Digital Marketing

Craig Holdcroft – Digital marketing

Vicky Roberts – Branding

David Cook – Value creation and branding

Jon Fairburn – Work placements

Any comments or questions please email Fay Hutchinson (logistics) or Jon Fairburn (content)

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