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Dr Keith Glanfield

Marketing and Strategy Department

Keith Glanfield

Keith is a Lecturer and Senior FME Fellow, joining the Marketing Group at Aston Business School in 2010 having secured a prestigious Foundation for Management Education /  ESRC Fellowship awarded to fund Keith’s transition into academia from a 20 year commercial career in industry.

Awarded a Phd in identity and strategic brand management in 2013, Keith’s research interests focus on how to transform and optimise an organisation’s brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching with organisations such as John Lewis and Waitrose, Keith’s research also investigates the influence of co-operative and mutual business models on stakeholder cohesion, brand community development, front-line employee performance and the co-creation of services between customers and service employees. 

Keith is a member of the Chartered Institute of Marketing, leads on learning and development as an elected member of the CIM’s West Midlands Board and is a member of the CIM’s Birmingham and Coventry Branch Committee. Academically, Keith is a member of the British Academy of Management, serving as the lead for practitioner engagement on it’s Marketing and Retail Special Interest Group, as a track chair of the BAM conference’s marketing and retail track and is a Fellow of the Higher Education Academy. 

Keith’s academic research regularly features at leading marketing conferences and in marketing journals, winning the best paper at the recent 2nd International Colloquium on Design, Branding and Marketing. Working in partnership with industry, Keith regularly teaches branding, identity and marketing communications at under-graduate and post -graduate levels, receiving teaching awards from both the School and student bodies. Keith integrates his research, teaching and engagement with practice as a regular contributor to the Times and Sunday Times, delivering executive education programs, consulting with industry and presenting new research and emerging marketing thinking to members of the Institute of Cost and Management Accountants and the Chartered Institute of Marketing. 

Role: ESRC/FME Fellow
Position: Lecturer in Strategic Brand Management and Identity 
Tel: 0121 204 4982
Email: k.glanfield2@aston.ac.uk
Room: ABS 230

  • Phd (Aston Business School, UK)
  • MBA (Aston Business School, UK)
  • DMS (University of the West of England, UK)
  • MCIM, Member of the Chartered Institute of Marketing
  • FHEA, Fellow of the Higher Education Academy
  • Senior Fellow, Foundation for Management Education
Industry engagement and employability

Keith became a member of Faculty in the Marketing Group at Aston in 2010, having successfully secured a prestigious Foundation for Management Education / ESCRC Fellowship. Having successfully completed his Fellowship in 2012, Keith took up the position of Lecturer and Senior FME Fellow.

Prior to joining academia Keith had a successful career in industry that spanned  20 years, holding a number of senior marketing, sales and commercial positions with major brands. These include Head of Domestic Marketing at Calor Gas, Head of New Business Propositions for E.on, Group Marketing Manager for Walters Kluwer (UK) and Sales and Marketing Director at the Fire Service College. Keith progressed to these senior positions having successfully delivered commercial results in product, brand and sales management roles.

Keith remains connected with practice in his various roles with the Chartered Institute of Marketing, through research collaborations, in consulting and working with corporates to address marketing problems, by widely disseminating his research results and through executive teaching.

Keith is passionate about developing marketers of the future, regularly teaching strategic brand management (under-graduate, post-graduate) and advanced marketing communications (undergraduate).

Each of his modules are sponsored by commercial organisations, currently McCann (Birmingham), Hey Human (London agency) and Customer Plus (marketing strategy practice).

Sponsors collaborate in designing  modules, delivering practical skills development sessions, hosting guest lectures and setting live  “real world” assessable projects to fill grad scheme and internship places and to improve student employability.

In addition, Keith delivers executive education programs and presents new research and emerging marketing thinking to business professionals.  They include members of the Institute of Cost and Management Accountants and the Chartered Institute of Marketing.

Keith also supervises part-time and full-time MBA student research projects.  Projects deploy theory and research to address a practical problem faced by one or more organisations.

Keith’s research focusses on the development and application of branding, corporate identity, organisational psychology and services marketing theory to :

  • understand the transformation and optimisation of public and private sector organisation’s brands to positively influence organisational performance, sustainability and stakeholder satisfaction.
  • investigate the influence of co-operative and mutual business models on stakeholder cohesion, brand community development, front-line employee performance and the co-creation of services between customers and service employees.
  • gain a greater understanding of how marketing influences the construction of stakeholder identities in an organisational, consumer, citizen and societal context.

Keith’s research aims to deliver both academic rigour and relevance to practice. It deploys mixed   research methodologies to address problems and issues faced by practice.  Developing new theory, contributing to the academic research literature and, importantly,  proposing new ways of working for the benefit of managers and marketing practitioners.

As such Keith has multiple research partnerships with retailers, advertising agencies, not-for-profits and marketing research organisations. 

  • ESRC / FME Fellowship 40K

In collaboration with Professor Peter Leeflang (University of Gronigan) and Professor Helen Higson (Deputy Vice-Chancellor, Aston University) Keith iscurrently supervising a branding and identity focussed Phd.

Keith is interested in receiving Phd applications from prospective research student within the domain of his research interests.

  • MCIM Member of the Chartered Institute of Marketing
  • Elected member of CIM West Midlands Board
  • Member of CIM Birmingham and Coventry branch committee
  • Member of British Academy of Management
  • Committee member of BAM Marketing and retail SIG and conference track chair
  • FHEA Fellow of Higher Education Academy
  • Senior Fellow, Foundation for Management Education

Module leader for :

  • BM3388 Strategic Brand Management
  • BM3382 Advanced Marketing Communications
  • BMM642 Strategic Brand Management

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