Dr Aidan J Kelly
Senior Lecturer in Marketing
Business Management, Business and Law
Aidan is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law. He is the current Course Leader of the B.Sc. Marketing and B.A. Business Management (Marketing) and leads modules in Integrated Marketing Communications, Digital Marketing, Marketing Work Placement, Business Research Methods, Cultural Marketing and Marketing Planning. His current research interests are in the areas of advertising theory, consumer research and cultural branding.
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University of East London
University Square Stratford
US2.16
Stratford
London
United Kingdom
E15 1NF - a.j.kelly@uel.ac.uk +442082232965
Aidan joined University of East London on July 20th 2009. He holds a B.Sc. in Marketing Management and Ph.D. in Advertising and Promotion Management. He is the current Course Leader of the B.Sc. Marketing and the B.A. Business Management (Marketing) programmes, the latter of which has achieved overall student satisfaction on the National Student Survey of 93.2% (2017), 85% (2018) and 94.75% (2019).
He teaches in the areas of Integrated Marketing Communications, Digital Marketing, Cultural Marketing, Business Research Methods and Marketing Planning. He has validated three programmes in his time at Royal Docks School of Business and Law, B.Sc. Marketing and M.Sc. Brand Management (now deleted). His research interests are presently in the areas of consumer collecting, cultural branding, advertising account planning and polysemic interpretations of online advertising, his current methodological focus is on the application of grounded theory to marketing and consumption-related phenomena.
I am currently a reviewer for Journal of Marketing Management, Marketing Theory and Arts and the Market (where I was awarded as "2018 Outstanding Reviewer"). I also serve on the Editorial Advisory Panel for the bestselling textbook "Business Research Methods" (Fifth Edition), authored by Emma Bell, Alan Bryman and Bill Harley (2019, Oxford University Press). I have served as an external panel member for programme validations at Northumbria University and University of Greenwich, and I was External Examiner for the M.B.A. programme at Henley Business School, University of Reading from 2012 - 2016.
I have also validated academic programmes externally for University of East London, with collaborative international partners in Greece (AKMI Metropolitan College) and Egypt (Ain Shams University).
Overview
Aidan's research interests are in the areas of consumer research, branding and advertising theory. His most recent project explores consumer collecting practices in the context of vinyl record collections (with Dr Henrik Linden of the Institute of Hospitality and Tourism, University of East London). He is also researching projects in the areas of advertising account planning, cultural branding and polysemic interpretations of online advertising.
He was Co-Chair of the School Research Ethics Committee at Royal Docks School of Business and Law from 2015 - 2018 and also served on the University Research Ethics Committee during this time.
Research
Publications
Funding
My primary academic interests are in advertising theory, consumer research and brand management. I am currently engaged in projects exploring consumer collecting behaviour in the context of vinyl records (with Dr Henrik Linden of the Institute of Hospitality and Tourism, University of East London), advertising account planning in the digital age, polysemic interpretations of online advertising and the cultural branding of luxury. I invite any potentially interested collaborators or students to contact me if you wish to engage with any of these or related topics.
Outside of academia, I have a keen interest in club culture, music, reading, film, theatre, distance running and travel.
Interests
Portfolio
As well as leading the B.Sc. Marketing and B.A. Business Management (Marketing) programmes, I currently lead the following modules at Royal Docks School of Business and Law:
MK5009 - Integrated Marketing Communications
HR6004 - The Business Professional (Marketing stream)
MK5004 - Digital Marketing
MK5006 - Marketing Work Placement
MK6009 - Cultural Marketing
MK7227 - Postgraduate Dissertation
I teach research methods at postgraduate level and I supervise academic projects at both undergraduate and postgraduate levels.
I was awarded the "Best Postgraduate Teacher" prize in 2012, and I have been nominated for the UEL Student-Led Teaching Awards in 2016, 2017 and 2018.