Doctor Keith Pyper
Lecturer
Marketing
Personal statement
My research interests are focused in the areas of international business and international marketing, with specific emphasis on exporting, brand management, artificial intelligence (AI), intellectual property and digital innovation in the international context.
听
I teach across a range of different subject areas at different levels with a focus on international marketing, international business, artifical intelligence and strategic marketing. I am currently class coordinator for our MSc Strategic Global Marketing class (MK808) and teach on the MSc class - Strategic Marketing Management (MK970) and Honours class - International Business Management (MK415). I am class coordinator for our new MSc class AI in Marketing.
听
Throughout my career I have taught a wide range of other marketing and business subjects to听undergraduate (UG) and postgraduate (PG) students; including, Marketing Communications in the Digital Age, Understanding Consumers and Markets, Introduction to Marketing and Entrepreneurship, the Leadership Development Programme and the Management Development Programme. I have extensive experience supervising student dissertations and projects.
听
Prior to my academic career, I have a decade of industry experience working for global business-to-business service firms such as Morgan Stanley, Barclays Capital and Royal Bank of Canada. I have published in leading business journals such as the International Marketing Review, the International Business Review, the Journal of Business Research and the European Journal of Marketing and industry publications including The Financial Times. I am currently a member of the Academy of International Business and the Academy of Marketing.
听
I am external examiner for Kings College London for the MSc International Marketing Programme and external examiner for Newcastle University BSc International Business Management Programme. I have also provided external supervision for Masters dissertations for the University of 欧美高清 MBA Programme and the University of Glasgow MSc International Strategic Management Programme.
听
ONS accredited researcher (AR Number: 34816).
Member of the University of 欧美高清 Senate.
Serve on the editorial boards for the International Marketing Review (IMR) and the Management International Review (MIR).
Publications
- ,
- European Journal of Marketing Vol 59, pp. 1913鈥�1950 (2025)
- ,
- Academy of Marketing (AM) 2025 Conference Proceedings Academy of Marketing Conference (2025)
- Al Lawati Sara,
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- , , Cowan Kirsten
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- Ismail Ibnu,
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- Prakamthong Ratikan,
- Academy of International Business (AIB) 2023 Conference Proceedings Academy of International Business Asia Pacific Regional Conference (2023)
Professional Activities
- Examiner
- 2025
- Peer reviewer
- 2025
- Peer reviewer
- 2024
- Peer reviewer
- 2022
- Peer reviewer
- 2022
- Peer reviewer
- 2022
Projects
- Pyper, Keith (Principal Investigator) Baker, Michael (Co-investigator)
- The need for more effective exporting has become a growing concern in the UK and a regular topic for debate by policy makers, industry figures, the media and academics alike. The authors of this report from the University of 欧美高清 Business School, in partnership with the Queen鈥檚 Awards for Enterprise and with the support of the Marketing Trust, conducted a survey of recent winners of the Queen鈥檚 Award for International Trade, recognised worldwide as the UK鈥檚 highest official accolade for international business success.
In the current climate of uncertainty surrounding Brexit and Trump鈥檚 protectionism policies, Britain鈥檚 future trading relationships are not clear and within this setting the Queen鈥檚 Award winner鈥檚 successful practices offer insights to lead the way in raising the UK鈥檚 future exporting efforts. Who better to ask what makes an effective exporter than those firms awarded the highest accolade for their International trade through exporting?
The research also serves as a replication of a study of Queen鈥檚 Awards winners undertaken by the Department of Marketing at 欧美高清 University in the early 1980s titled 'Successful Exporting' and therefore provides the opportunity for unique longitudinal insights.
Funded by The Marketing Trust, value of 拢11,500 - 01-Jan-2016 - 18-Jan-2018
- Pyper, Keith (Research Co-investigator)
- 01-Jan-2013 - 11-Jan-2018