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Dr Alan Shaw

Senior Lecturer

Department: Newcastle Business School

 Dr Alan Shaw

Dr Alan Shaw is a senior lecturer in Digital Marketing at the University of Northumbria. Prior to joining Northumbria, he worked for a number of universities, including the University of Huddersfield and Sheffield Hallam University. He has a PhD in Social Marketing, which focused on the challenges of influencing positive health behaviours of those individuals living with diabetes.

Alan’s main research interests are in Social Marketing, Social Media Marketing, Social Network Analysis, Social Listening. Much of his research focuses on the health sector because of his experience of working within epilepsy, diabetes, Crohn’s disease, inborn metabolic disorders and wound management sectors. Alan has been involved in patient advocacy groups and helped the Expert Patients Programme transition from being part of the NHS to becoming a community interest company (CIC) then a charity. He is also a Trustee at XPERT Health, a national charity supporting diabetics through structured education and a director of Strategic Planet Ltd, a boutique digital marketing agency.

Alan has over 25 years’ experience of working in industry, much of this was in the health sector. Some notable deliverables were 1) the role out of the concept home delivery for prescription products related to individuals living with Phenylketonuria (PKU) in the UK and a number of European countries, 2) the development of a digital ‘Keto-Calculator’ to support the management of paediatric epilepsy, and 3) the design of a patient management system to support the concept home delivery for prescription products in Australia.

Campus Address

CCE1 012
Northumbria University
Newcastle upon Tyne

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Using the social return on investment framework to evaluate behaviour changes of individuals living with learning difficulties, Shaw, A. 1 Dec 2018, In: Social Marketing Quarterly
  • Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing, Shaw, A. 16 May 2017, World Social Marketing Conference 2017
  • Enhancing the Social Ecological Framework, Shaw, A. May 2016
  • The suitability of SROI to assess Social Marketing Campaigns, Shaw, A. 29 Sep 2014, Proceedings of the ISM-Open Conference
  • How to enhance the social ecological framework using Bronfenbrenner’s PPCT model, Shaw, A. 9 Jul 2014, Proceedings of the Academy of Marketing Conference
  • Should social marketing campaigns be centralised or decentralised?, Shaw, A. 8 Jul 2014, Proceedings of the Academy of Marketing Conference
  • Using social marketing to change the health behaviours of individuals living with diabetes, Shaw, A. 7 Jul 2014, Proceedings of the Academy of Marketing Conference
  • Market segmentation and the impact of online media, Shaw, A. 1 Jul 2011, In: Journal of Medical Marketing


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