Dr David Gordon

Job: Associate Professor

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: 0116 250 6570

E: dgordon@dmu.ac.uk

W: www.linkedin.com/in/davidasgordon


Personal profile

David Gordon is a career and academically committed Marketer, with a passion for making the subject relevant for employability and professions. He has a BSc in Marketing and Computing, an MSc in Strategic Marketing Management, a DBA, and the CIM Advanced Diploma in Marketing.

David has 24 years’ HE teaching experience, at an under and post graduate level. The range of subjects include; Strategic Marketing Management, Principles of Marketing, International Marketing, Communications, Research Projects, Placement Supervision, and Work Professionalism Skills.

David also has significant experience of working in industry. He has extensive corporate Marketing experience at Sage PLC, Pegasus PLC and 15 years at IBM; Including European and Worldwide responsibility, Sales and Business Development, and experience in Manufacturing / Retail / Telco / Security and Public Sectors. Additionally he has launched and managed two of his own small businesses (in the fashion, and entertainment industries), giving him knowledge of applying Marketing concepts at an SMB level. This extensive commercial experience is translated through his teaching with the practical application of academic theory.

He is committed to integrating employability into his teaching. From his 25 yeas’ experience in industry and recruiting and employing Placement students and graduates, he has gained considerable knowledge of the assessment / recruitment practices of many organisations. This knowledge has been used to benefit students with Employability talks, Embedding employability content into module curriculum, and individual coaching for assessment centres and interviews.

David also has extensive experience of equality and diversity, and is an active member of the DMU Disability team, advising and assisting disabled students with career and employment advice. David is also the faculty Universal Design for Learning champion, responsible for introducing an approach to DMU’s curriculum to ensure that learning, teaching and assessments are fully accessible and provide all students with the best opportunity to learn.

David’s research areas include Curriculum co-creation, Marketing pedagogy, and Authentic assessments.

Doctoral research: Rethinking university marketing curriculum formation as a co-creation process between universities and SMEs: challenges, processes, and benefits for graduate employability.

Publications and outputs

  • (2015) Marketing planning and management. Gordon, D. (ed.). New York: McGraw-Hill Education Custom Publishing.
  • (2018) Executive company projects, introduction to research and analysis methods. Gordon, D. Pearson. 
  • Tripathi, Anshul & Bamel, Umesh & Gordon, David & Bamel, Nisha & Paul, Happy. (2018). Antecedents of competitive group formation intention in business education context. International Journal of Organizational Analysis
  • Marques, Tiago & Nobre, Helena & Gordon, David. (2018). Sports fan relationships with soccer teams. International Journal of Digital Culture and Electronic Tourism. 2. 213-223. 
  • Wu, Xue & Shie, An-Jin & Gordon, David. (2017). Impact of customer orientation on turnover intention: mediating role of emotional labour. International Journal of Organizational Analysis.  

Areas of teaching

Marketing Management

Marketing Strategy


Chartered Institute of Marketing Advanced diploma

BSc Marketing & Computing

MSc Strategic Marketing

Doctor of Business Administration

Courses taught

Marketing Planning and Management

Strategic Marketing Management

International Marketing

Principles of Marketing

Buyer behaviour

Marketing Communications