Projects per year
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
McLean, G., Barhorst, J., Mack, R., Shah, E. & Mac, R.
1/10/18 → 31/01/20
Crushing myths, sharing truths: Social media marketing and its relevance for business-to-business relationships
3/05/18 → 3/05/18
Project: Knowledge Exchange (Conference / Seminar Hosting)
Research Output per year
Research output: Contribution to journal › Article
Research output: Contribution to conference › Abstract
Examining the online customer experience during a utilitarian search for online business advisory information and servicesAuthor: McLean, G., 1 Oct 2015
Student thesis: Doctoral Thesis