David Cockayne

Dr. David Cockayne is an Associate Professor in Marketing and Postgraduate Deputy Associate Dean at the University of Liverpool's Management School. He leads postgraduate modules in Marketing, Sponsorship, Digital Transformation, and Global Marketing Innovation, with a focus on sports, media, and healthcare industries. His research explores digital transformation in business models, marketer practices in digital environments, and the impact of emerging technologies like AI on business and education. He founded the Disruptive Technologies and Education Working Group and contributes to the University's Digital Education Advisory Group.

Academic leadership includes founding the award-winning MSc in Sports Business and Management, former leadership of the Liverpool MBA, and designing the MSc in Sustainable Business. Prior roles include international academic positions at Tsinghua University and the University of Shanghai for Science and Technology. Industry experience spans Accenture, KPMG, and professional sports organizations like Adidas and Everton FC.

Research publications address topics such as elite football recruitment networks, China's football digitalization, and post-pandemic industry recovery. He holds fellowships from the Higher Education Academy and Nottingham's Asia Research Institute, with active memberships in AMA, Academy of Marketing, and MSI.

• Grants: Not explicitly listed, but research has informed industry through executive education and consultancy.
• Labs/Teams: Leads the Disruptive Technologies and Education Working Group and contributes to the Immersive Education track in Digital Education Advisory Group.