David Edmundson-Bird CMBE FRSA SFHEA
Principal Lecturer in Digital Marketing and Faculty Lead in Digital & AI Enhanced Learning
Digital Marketing, AI and SME Business Support
My profile
Biography
I joined the Business School in 2004. Prior to coming here I worked in the School of Computing and Management Science at Sheffield Hallam University for 2 years. Before moving to Hallam I was Chief Learning Architect and manager of the learning design team at Academee. Prior to that I worked at the Information Systems Institute at the University of Salford. I have also been a director of a number of limited companies in the digital media sector.
Consultancy and advisory roles
I am the Global Chair for Judging Standards at Don’t Panic, where I oversee the process of ethical transparency and upholding judging quality and process. I am a judge on the following awards.
I also advise a number of diverse SMEs on their use of digital comms practice.
Membership of professional associations
I am a Fellow of the RSA, Certified Management & Business Educator with the Chartered Association of Business Schools, and a Senior Fellow of the HEA.
Impact
I often appear on radio and TV programmes both in the UK and abroad, where I talk about diverse issues relation to digital marketing, digital literacy, AI & AI literacy, and issues in E-Commerce. I am regularly asked to speak to large organisations and their stakeholders on these issues. I also run the AI Cafe in Manchester with my co-founder Phil Birchenall.
Teaching
Why study ‘Digital’ and Digital Comms?
Digital is the most exciting place to be in the world - and I’ve lived here since the early 1990s. The future prosperity of this region and the nation depends heavily on our ability to compete creatively in this domain. Students who study within Digital have the chance to learn and work in a fast-moving environment, with new ideas every day. Being digital requires you to be curious, constantly learning and trying things out - that don’t always work. But there’s never a boring day and our commitment to making learners curious and critical in digital sets them up for great careers for life.
Degree apprenticeship units
- I’m the module leader for Principles of E-Commerce on our Digital Marketing Degree Apprenticeship, which provides our degree apprentices with an understanding of the main principles of E-commerce and their application in an E-commerce and Retail setting
- I’m the module leader for Audience Acquisition on our Digital Marketing Degree Apprenticeship, which gets our degree apprentices to explore the operationalisation of channels and tactics used to acquire customers to a business proposition
- I’m the module leader for Digital Comms Strategy on our Digital Marketing Degree Apprenticeship, which allows our degree apprentices to develop digital comms strategies to support business and marketing objectives in order to guide campaign planning.
Postgraduate teaching
- I’m the module leader for Organic and Paid Digital Practice on our Full-Time MSc Digital Marketing Comms which provides our postgrads with practical insight into search and social channel tactics so they can create cost-effective organic and paid campaigns
Undergraduate teaching
- I’m the module leader for E-Commerce Comms Practice as Level 6 faculty-wide elective which provides our our final year students with the key skills, knowledge and competences to develop an E-Commerce site
Supervision
I have supervised a significant number Masters students to completion with distinction. covering include the use of AI and machine-learning in the sales process, the use of digital comms tech within SME supply chains, improving the use of search for a large events business, and the difference in player behaviour and attitude in e-sports personas in comparison to real-world behaviour.
My supervision focus is usually within action-learning/action-research, consultancy projects and empirical studies of the use of new tactics and channels for organisations.
Research outputs
I work with a number of businesses and non-for-profit organisations, as part of the University remit to engage with the City region industries. I am the co-author of 2 leading books in Digital Business
- Books (authored/edited/special issues)
Books (authored/edited/special issues)
Chaffey, D., Arturi, T., Hemphill, T., Edmundson-Bird, D. (2024) Digital Business and E-commerce.
Chaffey, D., Edmundson-Bird, D., Hemphill, T. (2019) Digital Business and E-commerce Management Strategy, Implementation and Practice.
- Journal articles
Journal articles
Rowley, J., Edmundson-Bird, D. (2013) 'Brand presence in digital space.' Journal of Electronic Commerce in Organizations, 11(1) pp. 63-78.
Johnson, R., Edmundson-Bird, D., Keegan, B. (2012) 'Making digital literacy a success in taught marketing courses.' Enhancing Learning in the Social Sciences, 4(2)
- Conference papers
Conference papers
Edmundson-Bird, D., Penney, S. (2021) 'Using the Synchronous E-Learning Delivery Model (SEDM) to engage and retain the interest of learners in remote learning contexts.' In Learning, Teaching & Student Experience. Virtual, 29/6/2021 - 30/6/2021.
Keegan, B.J., Edmundson-Bird, D., Johnson, R. (2016) 'The Use of Twitter in Taught Digital Marketing Modules.' In The Use of Twitter in Taught Digital Marketing Modules. National University of Ireland, Galway., 18/4/2016 - 20/4/2016.
Keegan, B.J., Edmundson-Bird, D., McLean, R. (2013) 'The Red Thread: An Exploration of 'The Silo Effect' in Digital Marketing.' In E-Marketing SIG Workshop: Aligning the Digital Research Agenda with Practice. Google HQ, London, 9/1/2013 - 9/1/2013.
Edmundson-Bird, D. (2012) 'Camp Digital, Running a Masters Level Study on Usability at the MMU Usability Lab.' In SIGMA. Manchester, UK, 29/3/2012 - 29/3/2012.