Projects per year
Personal profile
Overview
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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Collaborations and top research areas from the last five years
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The impact and effectiveness of the Be Active Wales fund on community clubs
1/2/23 → 14/7/23
Project: Consultancy project
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A needs analysis of Gloucester City based community sport organisations that can be supported by the services of the HSBH
1/2/23 → 14/7/23
Project: Consultancy project
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An Investigation into Female Participation within the Golf Industry.
White, A. & Kay, A.
1/9/22 → 7/7/23
Project: Consultancy project
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EDI HSBH : A review of Hockey Wales internal Equality, Diversity and Inclusion structures.
Kay, A. & Maloney-Danvers, E.
31/1/22 → 22/7/22
Project: Consultancy project
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Active Essex deep dive realist systems evaluation.
Harris, K., Ryan, L., Russell, C. & Kay, A., 2023Research output: Book/Report › Commissioned report
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Active Essex Systems Evaluation Social Media Audit
Kay, A., Green, M. & Harris, K., 2023, 28 p.Research output: Book/Report › Commissioned report
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Advancing the evidence and understanding of sport for social change through collaboration
Harris, K., Kay, A. & Shearn, K., 19 Sept 2023.Research output: Contribution to conference › Paper › peer-review
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Developing Front-Line Employees to Manage Negative Customer to Customer Interactions in the Retail Industry: Lessons for Human Resource Development in responding to COVID-19,
Kay, A. & Ross, C., 1 Oct 2021, In: The International Journal of HRD: Practice Policy and Research. 5, 2, p. 19 30 p.Research output: Contribution to journal › Journal Article › peer-review
Open AccessFile25 Downloads (Pure) -
Management of customer-to-customer interaction (CCI) by the front-line employee (FLE) in the supermarket industry
Kay, A., 2020Research output: Thesis › Doctoral Thesis
Activities
- 8 Oral presentation at Conference
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A New Element Of ‘TRANSFER’ That Football Academies Need To Embrace
Michael Green (Speaker) & Alex Kay (Speaker)
13 Sept 2323Activity: Talk or presentation types › Oral presentation at Conference
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The impact of funding on teaching and collaboration within the Sport department.
Michael Green (Speaker), Alex Kay (Speaker) & Kevin Ball (Speaker)
16 Jun 2023Activity: Talk or presentation types › Oral presentation at Conference
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Launch, vision and the Hartpury Sport Business Hub offer
Alex Kay (Speaker) & Thomas Legge (Speaker)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
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Social Media for organisations: Lessons learned
Alex Kay (Keynote speaker)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
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A review of Hockey Wales internal Equality, Diversity and Inclusion structures.
Estella Maloney-Danvers (Speaker) & Alex Kay (Supervisor)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
Press/Media
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Digital marketing institute gives stamp of approval for new sports management master’s degree
17/11/21
1 item of Media coverage
Press/Media: Press / Media
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Student Consultant Appointed to Hockey Wales Diversity Project as part of Sports Business Hub partnership
30/9/21
1 Media contribution
Press/Media: Press / Media