David Shaw

David Shaw is a Senior Lecturer in Marketing at the Hertfordshire Business School, University of Hertfordshire. With 25 years of marketing experience, he previously held senior roles in the private and public sectors, including Public Health England where he contributed to award-winning campaigns like Change4Life and Stoptober. He completed a PhD part-time at The Open University (2014–2021), focusing on partnerships in national social marketing campaigns.

• Educations:
• PhD in Marketing, Open University (2021)
• MSc Strategic Marketing, University of Hertfordshire (2008)
• DipM, Chartered Institute of Marketing (1993)
• BSc Sport Science, Nottingham Trent University (1988)

Research Interests: Social Marketing, Behaviour Change, Partnerships, Macromarketing, and Public Health. His work emphasizes strategic approaches to systemic social problems and cross-sector collaborations.

Publications: Recent work includes studies on partnerships in macro-social marketing (2024) and evaluations of obesity prevention campaigns (2011). His research bridges academic theory and practical campaign implementation.

• Labs/Teams:
• Enterprise and Value Research Group
• Sustainability Research Group

Teaching: Specializes in Strategic Marketing Planning, Marketing Management, and the future of marketing.