Dr Paul Hopkinson
- Associate Professor
- School of Social Sciences
Dr Hopkinson is Associate Head of Edinburgh Business School and the School of Social Sciences at Heriot-Watt University, Dubai. He is Associate Professor of Marketing and leads the Masters in International Marketing with Digital Marketing programme.
Dr Paul Hopkinson is an experienced academic and marketing professional with over 25 years' work experience. He is currently Associate Head of Edinburgh Business School and the School of Social Sciences at Heriot-Watt University, Dubai and an associate professor in marketing, specialising in the areas of relationship marketing, digital transformation and digital marketing. He also leads the on-campus MSc International Marketing with Digital Marketing programme.
Dr Hopkinson moved to Heriot-Watt University, Dubai in August 2013. He was previously at the University of Gloucestershire where he held several leadership roles, including undergraduate Director of Studies (Marketing) and MBA Programme Director. He was also a part-time member of faculty for the University of Birmingham and an external examiner for the University of Greenwich (postgraduate marketing programmes)
Before his academic career, Dr Hopkinson held various commercial roles (marketing research, product management and procurement) in the aerospace and telecommunications sectors, and ran a distribution business specialising in engineering supplies. He has undertaken training and consultancy work for a variety of clients, including the Routes to Market Association (Via International), ADNATCO, Krone (UK) Technique Ltd (now CommScope).
Dr Hopkinson is an experienced doctoral supervisor and examiner, with students based in the UK, Germany, France, Switzerland and Dubai working in areas of social media and customer engagement, buyer-seller and salesperson-customer relationships, artificial intelligence and marketing.
He holds a PhD in Marketing from the University of Gloucestershire, is a member of the Chartered Institute of Marketing (MCIM), a fellow of Higher Education Academy (FHEA) and a fellow of the Academy of Marketing Science (FAMS).
Dr Hopkinson’s research focuses on the determinants of quality in the management of marketing relationships, particularly in the context of marketing channels and, more recently, the role of artificial intelligence (AI) and social media in customer relationship management (CRM).
Hamner-Lloyd S. & Hopkinson, P.J. The Role of Commitment: Managing Independent Channels of Distribution in the Life Insurance Sector), Journal of Financial Services Marketing, 1999, 4(2) 105-124.
Framrose, K., Verhoeven, H, Hopkinson, P.J & Masood, N. A time comes when silence becomes betrayal: The Indian expatriate perspective of Social Marketing, Journal of Sustainable Society, 2017, 9(1), pp.94-117.
Rao, Ullas & Hopkinson, Paul. "Wealth evidence from international M&A in the hospitality sector: 1995 - 2015". Corporate Board (forthcoming).
Books and Chapters
McKay, G. Hopkinson, P. AND Lai Hong, N. “Fundamentals of Marketing (The Global Management Series) ” Goodfellow Publishers, 2018
Hopkinson, P. Marketing in Transition: Harnessing technology whilst embracing sustainability and traditional values, in McKay, G. Hopkinson, P. AND Lai Hong, N. (Eds) “Fundamentals of Marketing (The Global Management Series)” Goodfellow Publishers, 2018
Magazine and Unrefered Articles
Buttle, FA , Naude, P. , Myhal, C.G and Hopkinson, P.J. Relationship Quality: what do we know? Working Paper No.410, Manchester Business School, UK, June 1999.
Hopkinson, P.J., Turnbull, S and Williams, S. Developing a University as a community of responsible action and leadership: an action research project), Global Responsibility, No. 6, January 2012, 31-33.
Perez-Vega, R,. & Hopkinson, P.J. Building Customer Relationships One Tweet at a Time, Intelligent SME Magazine, April 2016.
Hamner-Lloyd, S. AND Hopkinson, P.J. Routes to Market 2000: A Review of Current and Future Issues facing Channel Managers Routes to Market Association (RTMA), Via International Ltd. 2000
Conference Papers Published as Proceedings
Hopkinson, P.J. An Exploration of the Relationship between Insurance Providers and Independent Financial Advisers (IFAs), Proceedings of the 31st Annual Academy of Marketing Conference, Doctoral Colloquium, Sheffield Hallam University, UK. July. 1998
Hopkinson, P.J. & Hamner-Lloyd S. Measuring the Strength of the Independent Financial Adviser (IFA) – Life Insurance Provider Relationship. Proceedings of the 32nd Annual Conference of the Academy of Marketing, University of Stirling, UK. July. 1999
Hopkinson, P.J. & Hamner-Lloyd S & Canning, L. Identifying the Benefits of Commitment in the IFA-Insurer Relationship: An Exploratory Study. Proceedings of the 15th Annual Conference of the Industrial Marketing and Purchasing (I.M.P) Group, University College Dublin. Ireland, September 1999
Hopkinson, P.J. & Hamner-Lloyd S & Keane, J. Exploring the Benefits of Relationship Quality in the Independent Financial Adviser (IFA)-Insurer Relationship. Proceedings of the International Insurance Economist’s Conference, University of Nottingham. UK. March 2000
Buttle, F.A., Naude, P, Myhal, C.G & Hopkinson, P.J. Exploring relationship quality Proceedings American Marketing Association International Educators’ Conference, 28 June-1 July, Universidad Torcuato Di Tella, Buenos Aires, Argentina. 2000
Hopkinson, P.J. & Hamner-Lloyd S. Identifying the barriers to managing channel relationships successfully: A perspective from the UK life and pensions industry. Proceedings of the 22nd Industrial Marketing and Purchasing (I.M.P) Group Conference, Università Commerciale Luigi Bocconi, Milan, Italy. 7-9 September, 2006
Framrose, K., Verhoeven, H, Hopkinson, P.J & Masood, N. A time comes when silence becomes betrayal: The Indian expatriate perspective of Social Marketing. Proceedings of Proceedings of the Third International Conference on Emerging Research Paradigms in Business and Social Science, Middlesex University Dubai November 24-26, 2015 in Dubai, United Arab Emirates., 2015
Naushad, Mohammed, Taheri, Babak, Hopkinson, P.J and Aliakbar, Jafari. Tangible and Intangible Heritage in Islamic Destinations (with Naushad Mohamed, Babak Taheri and Aliakbar Jafari), 15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing by Academy of Marketing, 2016
Naushad, Mohammed, Taheri, Babak, Hopkinson, P.J and Aliakbar, Jafari. Islamic Destination Image. Proceedings of the Advances in Tourism Marketing Conference, UK, 2017
Singhal, Aishwarya, Hopkinson, P.J., Fattah, S. & Perez-Vega, R. The drivers of relational quality in socially mediated brand communities, European Conference on Social Media, Limerick, Ireland, May 2018
Singhal, Aishwarya, Hopkinson, P.J. & Perez-Vega R. Exploring the use of AI to Manage Customer Relationships, Academy of Marketing Conference, AI Workshop, (with Singhal, A. AND Perez-Vega, R.) July 2018
Singhal, Aishwarya, Hopkinson, P.J. & Perez-Vega, R. Advances in the use of social media for Customer Relationship Management: research themes and future directions Academy of Marketing Conference, Regents University, London, July 2019
Hopkinson, P.J., Singhal, Aishwarya, Perez-Vega, R. & Waite, K. Relationship Intelligence: Affordances of AI in practice, Academy of Marketing Science Conference, University of Edinburgh, Scotland, July 2019
Singhal, Aishwarya, Kumar, R. & Hopkinson P.J. Role of Digital Marketing to Enhance Medical Tourism in Hospitals of Dubai, International Conference on Tourism Research (Porto University, Portugal) (with SINGHAL, A and Kumar, R.), May 2019
Hopkinson, P.J., Singhal, Aishwarya, Perez-Vega, R. & Waite, K. The Transformative Power of Artificial Intelligence for Managing Customer Relationships, Academy of Marketing Science World Marketing Congress 2020 (University of Queensland, Australia), July 2020 (forthcoming)
Singhal, Aishwarya, Hopkinson, P.J. & Perez-Vega, R. Examining the Role of Consumer Engagement: A Netnographic study on Platform Businesses in Sharing Economy, Conference- SERVSIG 11th International Conference 2020 (Queensland University of Technology, Australia) July 2020 (forthcoming).