Alex Kay

Dr Alex Kay

Senior Lecturer in Sport Business Management

Accepting PhD Students


Research activity per year

Personal profile


Alex is currently a Senior Lecturer in Sports Management at Hartpury University and is experienced in dealing with online media creation and customer engagement. Prior to academia Alex worked for a major retail organisation focusing on customer service and experience management. Having moved into academia, Alex has been at a wide range of Universities across the U.K. developing partnerships at Northampton, Birmingham, and Worcester University, with an interest in digital media and customer-to-customer interactions (CCI). He has co-facilitated many commercial partnerships such as Silverstone, Bream RFC, British Motor Racing, Digital Marketing Institute and Milton Keynes Dons F.C. Alex is the lead of the Hartpury Sports Business Hub, is a member of the Customer Interactions Research Group (Worcester University) and former governor at Severn Academy trust. Recently published research led to the development and policy change for 110,000 front-line retail workers during the COVID-19 pandemic. 

Research interests

Current research interests are:

  • Consumer behaviour in the retail environment
  • Digitisation of human interactions
  • Management of customer-to-customer interactions
  • e-CCI and community development
  • Front-line employee wellbeing

Current teaching

  • Introduction to the Principles of Marketing (level 4)
  • Research in Professional Practice (level 5) 
  • Sports Facilities and Hospitality Management (level 5)
  • Professional Development in Sport (level 6)
  • Sport and Social Media (level 6)
  • Project Management (level 6)
  • Digital Media and Marketing in Sport (level 7)
  • Real World Issues (level 7) 
  • Sports Business Consultancy Project (level 7)

Previous positions

September 2015 – January 2017
Sports Marketing Programme Manager
Marketing and Sports Management Lecturer
Northampton University

Education/Academic qualification

Sports Management, BA (Hons), University College Birmingham

Marketing, PhD, University of Worcester

Marketing Management, MSc, University of Worcester

Research Methods, PGCert, University of Worcester

External positions

External Reviewer, University College Birmingham


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