معرفی
Dr Ben Siu is a Lecturer in Marketing (Education) at Plymouth Business School, Faculty of Arts, Humanities and Business, University of Plymouth. Until September 2024, he served as Programme Leader for the BSc (Hons) Marketing, driving curriculum innovation and embedding Market Research Society accreditations. His teaching specializes in Marketing Research and Consumer Insight with emphasis on Generative AI integration through CustomGPTs and industry-aligned simulations.
His research centers on Generative AI applications in higher education and business, intersecting with behavioural economics and technology-enhanced marketing, alongside transnational education from his doctoral work. He actively develops AI literacy through workshops for external organizations, learning materials with Sage/Studious, and as Chief Examiner for the Market Research Society's Diploma.
Ben has supervised undergraduate dissertations for:
- BSc (Hons) Marketing
- BSc (Hons) Business Management
- MSc Marketing Management and Strategy
- Masters of Business Administration
- MSc Business Management (Marketing)
- MSc Social and Digital Marketing
- How we decide: The relationship between implicit moral identity, moral emotions and moral intuition during moral dilemmas in fundraising (Completed)
- Identity transitions – What is the impact on charity donors when their chosen charity undertakes a major identity transition (Completed)
- Comparing the Effectiveness of Traditional vs. AI Digital Media Channels in Influencing Consumers (In-Progress)
- The Effectiveness of AI Applications to B2B Marketing in the Service Industry in Hong Kong (In-Progress)
