Mr Andrew Salmon

I have two curent marketing - related areas of interest;

1. A focus upon how UK HE Institutions can develop sustainable marketing approaches to the recruitment of International students post - COVID
2. How marketers can leverage contemporary technologies such as Artificial Intelligence and Large Language Models to enhance marketing activity and customer support

I felt honoured to have had the opportunity to present my research at the Asia Pacific Marketing Academy (APMA) conference in Hong Kong in May 2024 and in 2023 I was fortunate enough to have had papers accepted for presentation at British Academy of Management (BAM) and Institute for Small Business and Entrepreneurship (ISBE) conferences. I look forward to continuing to develop my research both solo and collaboratively with colleagues with whom I have shared interests.

Beyond SERVQUAL: A Conceptual Paper on evaluating the quality of ChatGPT Services / Salmon, Andrew; Wang, Hui. 2024. Paper presented at APMA Conference 2024, Kowloon, Hong Kong

Investigating enrolment trends amongst Chinese International Postgraduate students at UK Higher Education Institutions: A Model for Sustainable Marketing within a Post – COVID environment. / Salmon, Andrew.
2023. Paper presented at British Academy of Management Conference 2023.

Privacy is The New Global Currency. Does Consumer Risk Perception Impact the Behaviour of Marketers Towards the Use of Artificial Intelligence? / Salmon, Andrew; Wang, Hui; Zahiri, Sepideh.
2023. Paper presented at ISBE Conference 2023, Birmingham, United Kingdom.

An entrepreneur at heart, having travelled overseas to gain some international experience I started my own consultancy which I ran for a decade before successfully executing a harvest strategy. I then worked with an international E-Learning organisation providing a learning portal to educational authorities and private institutions in Australia, USA, UK, South Africa, New Zealand, Hong Kong & Papua New Guinnea; serving over five million students.

Later I established and successfully managed the South Australian arm of the leading consumer facing IT services organisation in Australasia. At this point, I realised that what I really wanted to do was to help other entrepreneurs to start & grow their own businesses. Wanting to complement my business experience with an academic framework, I studied for a Masters Degree, graduating in 2008.

In August 2008, I returned to the UK and after establishing a training and consultancy company, split my time between delivering business training under ERDF contracts and working as Visiting Lecturer to Universities. I felt that my industry background lent itselt to a problem - based teaching pedagogy and soon realised that my passion was for teaching those who would be making the big business decisions of tomorrow. In September of 2015 I was delighted to take up a full time teaching position as a Senior Lecturer at Birmingham City University.

Having enjoyed my role at BCU, in late 2022 I took the next step in my career, joining the team at Aston Business School as Senior Teaching Fellow. In 2023 I took on the role of Director for the MSc Strategy and Intrernational Business Programme and saw this as an opportunity not only to make a positive impact upon students through teaching, but also having an impact by shaping the programme in order to respond to an ever changing environment. In January 2025 I took over leadership of our MSc Strategic Marketing Management Programme.

Due in part to my career working in industry, I have a wide variety of industry experience and connections which I bring into the classroom environment.

I feel strongly that I should contribute to the community where possible and am a board member for the Birmingham Based charity SWEDA which provides a range of support to create opportunities for individuals facing challenges in their lives. In 2021, I had the privilege to undertake a London to Paris cycle ride to raise funds for the Birmingham based Cure Leukaemia charity.

My passion is for teaching marketing and strategy - related disciplines. I am currently the Director for the MSc Strategic Marketing Management Programme and have taught at undergraduate and postgraduate levels as well as developed and delivered profesional Business Support workshops. My passion is for teaching; International Marketing, Strategic Management and Digital Marketing modules / courses.

I am an external examiner and in the past have developed and delivered professional training workshops under ERDF and other funding projects including Small Business Leadership Programme (SBLP), Women2Web and Help2Grow. I was also part of a team that developed the first Digital Marketing BTEC Qualification in the UK.