Graeme McLean

Professor, Prof

  • United Kingdom

Accepting PhD Students

PhD projects

I am interested in students exploring the role of technology such as the mobile device, augmented reality, social media in consumer decision making and delivering services.

Personal profile

Personal Statement

Professor McLean's research and teaching interests lie within digital marketing. In particular, he actively explores how consumers behave and interact with technology and the influence technology can have on service provision. 

Prof McLean's research is published in world leading academic journals including but not limited to the Journal of Travel Research, Journal of Business Research, European Journal of Marketing, Psychology and Marketing, Information Technology and People, Technological Forecasting and Social Change, Computers in Human Behavior, and the International Journal of Contemporary Hospitality Management

Graeme disseminates his research at Internationally recognised conferences such as the Academy of Marketing Science, Marketing Theory and Practice, EMAC, QUIZ, SERVSIG, the Academy of Marketing and the Society for Marketing Advances. Additionally, his research has been covered in mainstream media including The Times, The Herald, the Scotsman, the Independent, and the Conversation. He has also been interviewed on BBC radio Scotland and invited to Channel 4 with regard to his work on dynamic pricing and augmented reality in marketing. 

Graeme collaborates closely with industry through funded PhD scholarships, KTP projects and Innovation vouchers. His research has been funded by a number of international organisations including Arnold Clark, UKRI, Innovate UK, Scottish Enterprise, and the Saudi Rae'd fund. Since 2018, Graeme has attracted more than £600,000 in funding.

Prof McLean holds editorial positions and often serves as track chair at International academic conferences. He currently holds a Visiting Professor position at King Faisal University in Saudi Arabia. In 2021-2022, Graeme was an invited scholar at Edinburgh University and delivered a series of lectures on Digital Marketing.

Prof McLean introduced and is the Director of the MSc in Digital Marketing Management (DMM). The DMM has been designed to combine the latest academic research with industry perspectives. At the postgraduate level, he delivers modules on Strategic Digital Marketing, e-Marketing in Practice and the Digital Transformative Project. 

Prof McLean is also the author of the internationally leading online textbook 'Digital Marketing Fundamentals', courseware produced by Digi Marketing Edu.

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

Before joining the department of marketing, Graeme studied at both undergraduate and postgraduate level at The University of Strathclyde where he obtained his PhD. He 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

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production


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Collaborations and top research areas from the last five years

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