معرفی
Alex Kay is a Senior Lecturer in Sport Business Management at Hartpury University, affiliated with the Department of Sport. He serves as the Programme Manager for the MSc Sport Management and leads the Hartpury Sports Business Hub. He holds a PhD in Marketing from the University of Worcester and has extensive experience in both academia and the retail industry, focusing on customer experience and digital engagement.
His educational background includes:
- PhD in Marketing, University of Worcester
- MSc in Marketing Management, University of Worcester
- PGCert in Research Methods, University of Worcester
- BA (Hons) in Sports Management, University College Birmingham
Alex Kay's research centers on consumer behavior, digital marketing in sport, and customer-to-customer interactions (CCI), particularly in retail and sport environments. He investigates how front-line employees manage CCI, the digitization of human interactions, and community development through sport. His work bridges academic insight with practical application, influencing policy and training programs.
The recent publications reflect a strong trend in applied research, combining sports management with social impact, public health initiatives, and retail service dynamics. His work often involves realist evaluation, systems thinking, and consultancy-driven outputs, with a focus on policy change and organizational development.
His scientific recognition includes:
- Collaborative Award for Teaching Excellence, Advance HE (2021)
- Senior Fellowship, Advance HE
Alex actively supervises students, including doctoral candidates like White, A., and leads multiple funded research projects such as the evaluation of Active Essex and Gloucester Shared Prosperity initiatives. He has secured over £300,000 in research funding and collaborates with organizations including Silverstone, Milton Keynes Dons F.C., and the Digital Marketing Institute. He also serves as an External Examiner at Portsmouth University (2024–2027).
He is a member of the Customer Interactions Research Group at Worcester University and contributes to industry workshops and professional development programs, such as the 'Get into Cricket' digital marketing series. His leadership in the Hartpury Sports Business Hub fosters strong university-industry partnerships and applied learning opportunities for students.
