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Profile

Kirk Dodds

Senior Lecturer in Marketing

Background

Kirk Dodds is a Senior Lecturer in Marketing at Newcastle University, with over two decades of combined experience in academia and industry. A specialist in digital marketing and experiential learning, Kirk has led the design and delivery of innovative undergraduate and postgraduate programmes, including the successful launch of the MSc Digital Marketing and a co-created MBA module. His leadership extends to curriculum development, programme direction, and strategic initiatives that enhance student employability and engagement.


Kirk is a Senior Fellow of the Higher Education Academy and holds a Doctorate, with research focused on mobile app user segmentation. He is an active researcher and conference presenter, with work influencing both academic and professional communities. His contributions include externally funded research, peer-reviewed publications, and national recognition for teaching excellence.


Before entering academia, Kirk held senior marketing roles at Lotus Cars, Unilever, and other organisations, where he led digital transformation projects, brand strategy, and customer experience initiatives. This industry background informs his teaching, bringing real-world relevance to modules on digital marketing, digital marketing communications, and business consultancy.


As a passionate advocate for inclusive education and professional development, Kirk also serves on committees for disability equality and marketing talent. His dynamic approach bridges academia and industry, preparing students to thrive in a rapidly evolving marketing landscape.

Research

A particular area of interest stems from the area of digital marketing with a passion for mobile marketing and particular mobile applications. My thesis focuses on mobile apps in the cycling sector. This has resulted in presenting findings at several leading academic conferences and along with offering advice to sports and cycling brands.


A recent area of passion is the field of hidden disability when it comes to research. This has resulted in a working professional marketing body, the Direct Marketing Association through a talent committee which has developed best practice toolkits for businesses.

Teaching

A key area of passion is teaching, with long-established interests in digital marketing and experiential learning being the central core of my teaching approach. Over many years of teaching experience have taught across a wide spectrum of marketing modules including introduction marketing: new product and service development, customer service marketing communications, marketing strategy, digital marketing strategy, digital marketing communications, content and communication. Haven several years of teaching which results in several management and leadership responsibilities, with my current role of Degree Program Director for the MSc Digital Marketing and Education Lead for Markerting. This exciting program combines links with industry whilst developing students' transfer skills into the external world.

Publications