About
David is an Associate Professor in Marketing and Postgraduate Deputy Associate Dean for the Management School.
David leads postgraduate modules in Marketing and Sponsorship, Global Marketing and Innovation, and Marketing Leadership. He also leads Executive Education courses in Digital Transformation and Sponsorship Strategy. His teaching expertise lies at the intersection of digital marketing, strategy, and international business, drawing from extensive professional experience in sports, media, and entertainment industries. David teaches MSc, MBA, corporate executives, and football managers.
As the founding Director of Studies of ULMS' award-winning MSc in Sports Business and Management and a former Director of the Liverpool MBA, David has demonstrated strong academic leadership. He has also led the strategic design of ULMS' MSc in Sustainable Business. Prior to joining the University of Liverpool, David held international academic positions at Tsinghua University and the University of Shanghai for Science and Technology, as well as at the University of Leicester in the UK.
His industry background spans high-technology environments at Accenture, management consultancy at KPMG, and professional sports with organizations including Adidas, Alisports (Alibaba Group), Tottenham Hotspur FC, and Everton FC. David is a Fellow of the Higher Education Academy (HEA) and the University of Nottingham's Asia Research Institute. He maintains active memberships in key professional organizations, including the American Marketing Association (AMA), Academy of Marketing (AM), Marketing Science Institute (MSI), and British Academy of Management (BAM).
David's research agenda draws from theories in economic sociology, and encompasses both discipline-specific and pedagogical concerns, generally focusing on digital transformation in marketing, business model innovation, and international marketing strategy. His work explores the evolving landscape of marketer practices in digital environments, and the relationship between humans (e.g. marketers and business leaders) and disruptive emerging technologies (e.g. artificial intelligence) in business marketing. David also researches how disruptive technologies are transforming higher education, and management learning. He founded the Disruptive Technologies and Education Group in ULMS, and contributes to the Immersive Education track for the University of Liverpool's Digital Education Advisory Group. His research has been published in leading academic journals and has informed industry practice through executive education and consultancy projects. Current research initiatives include investigating the role of artificial intelligence in marketing decision-making, sustainable business models in sports, and cross-cultural marketing strategies in emerging markets.