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Graeme McLean


  • United Kingdom

Accepting PhD Students

Willing to speak to media

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Personal profile

Personal Statement

My research and teaching interests lie within services marketing, customer experience and digital technologies. In particular, I actively explore the role of new technology and its implications for marketing (digital marketing) and in particular how technology influences services.

I have presented my research at a number of international academic conferences in countries including: China, USA, Italy, Spain, Denmark and Portugal. 

I am the Director of our MSc in Digital Marketing Management (DMM). The DMM has been designed to combine the latest academic research with industry perspectives. At the postgraduate level, I deliver classes on Digital Marketing Strategy, e-Marketing in Practice and Customer Management II - e-marketing perspective. I am also the author of the online textbook 'Digital Marketing Fundamentals', courseware produced by Digi Marketing Edu.

At the undergraduate level I am the coordinator of the core 3rd year Marketing Communications in a Digital Age module. This class provides students with both a practical and theoretical perspective on digital marketing.

Before joining the department of marketing, I studied at both undergraduate and postgraduate level at The University of Strathclyde where I obtained my PhD. I have worked in numerous marketing and consultancy roles and was previously a Lecturer in Marketing at The University of the West of Scotland. 



Expertise & Capabilities

Digital Marketing, Customer Service, Customer Experience

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2018 2020

AR: Exploring the role of Augmented Reality on favourable Marketing Outcomes

McLean, G., Barhorst, J., Mack, R., Shah, E. & Mac, R.


Project: Research

Crushing myths, sharing truths: Social media marketing and its relevance for business-to-business relationships

Karampela, M., Lacka, E. & McLean, G.


Project: Knowledge Exchange (Conference / Seminar Hosting)

Research Output 2015 2020

Chat to an advisor now… Examining the variables influencing the use of online live chat

McLean, G. & Osei-Frimpong, K., 10 May 2019, (Accepted/In press) In : Technological Forecasting and Social Change.

Research output: Contribution to journalArticle

Online conferencing

Customer engagement with augmented reality mobile apps

McLean, G. & Wilson, A., 30 May 2019. 1 p.

Research output: Contribution to conferenceAbstract

Open Access
Customer engagement
Mobile applications
Physical environment



Teaching Excellence Award Nomination

Graeme McLean (Recipient), 1 May 2018

Prize: Prize (including medals and awards)


Teaching Excellence Award Nomination

Graeme McLean (Recipient), 1 May 2019

Prize: Prize (including medals and awards)