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. He is a Principal Fellow of the Higher Education Academy (HEA) and a university Teacher Fellow.

David has 27 years’ HE teaching experience, at an under and post graduate level, including senior academic roles; head of the university marketing subject area, associate head international (economics marketing), head of the postgraduate marketing programs, and programme leader for the MBA. 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.
  • Gordon, D, Stokes, P and Beckinsale, M. (2023) Managing post-Brexit/post-Covid extremes in SME businesses – A novel role for curriculum co-creation between SMEs and business schools, Questions de Management?, 45: 151-167.
  • 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.  

Research interests/expertise

Commercial curricula co-creation

Non-formal management progression and gang structures

Disability communication societal impact.

Areas of teaching

Marketing Management

Marketing Strategy

International marketing



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

Membership of external committees

  • Associate Editor – International Journal of Organisational Analysis (Emerald Publishing)

Membership of professional associations and societies

 Principal Fellow of the Higher Education Academy


  • External Examiner experience -
  • University of Central Lancashire (UCLAN) – MBA
  • Solent University – MSc, BSc business subjects
  • University of the West of England – MBA
  • University of Bolton - MBA

Conference attendance

  • Institute of Student Employers – Conference strategy and planning committee member (2024)
  • Gordon, D. (2023). An operational structure to university authentic assessments, as a proxy for student work experience. EmpowerED Webinar Series, 25 August 2023.
  • ECE2023: The European Conference on Education, London, UK – Senior abstract reviewer
  • Gordon, D. (2023). Curriculum Co-Creation – A New Collaborative Approach to FE/HE Employability Relevant Learning. The European Conference on Education, 13-17 July, London.
  • Gordon, D. (2023). Marketing curriculum design: A need to revolutionise pedagogic approaches? Rethinking University Marketing Curriculum Formation as a Co-Creation Process Between Universities and SMEs: Challenges, Processes, and Benefits for Graduate Employability. Academy of Marketing Conference, 3-6 July, Birmingham.
  • Gordon, D. (2023). Examining the employability benefits of a co-constructed business curricula. EmpowerED Webinar Series, 26 May 2023.
  • Gordon, D. (2023) Rethinking university marketing curriculum formation as a co-creation process between universities and SMEs. National Teaching Fellows Symposium, 20-21 April, Leicester.
  • EMRBI 2017: The 10th EuroMed Academy of Business Annual Conference, Rome, Italy – Research methods review panel member.

Consultancy work

Commercial curriculum formation.


Co-creation of contextual curricula.

Business engagement.

Contextual project formation.

Corporate Career

UK Divisional Marketing Head - Technical Support Services - IBM - Oct 2014 – June 2015

o   Directed the marketing team responsible for a £550m core UK business unit, managing thought leadership and consultative promotional strategies.

o   Formed and devised the divisional digital and social media business development strategy, aimed at raising awareness, interest and pipeline for focused services, resulting in a 30% increase in overall digital traffic, and 12% increase in Sales growth.

UK Hardware Enablement & Communications Leader - IBM - Sep 2012 – Oct 2014

o   Managed a $5m+ Marketing budget, for awareness, enablement, and demand generation activities.

o   Responsible for channel lead generation campaigns, education, and sales enablement briefings, resulting in an increase in business development skill levels, and 22% lead pipeline.

European Security Services Marketing Leader - IBM  - Mar 2008 – Sep 2012

o   Managed the UK Marketing team responsible for the IBM Security Services unit, including channel enablement and lead generation, Services development, Collateral formulation, and Seller briefings.

o   Instigated and managed a cross IBM brand Services roadshow resulting in of $5.7m lead revenue & $2.3m of wins. (This also resulted in winning the IBM Marketing Director Prize in 2009).

o   Awarded the IBM worldwide marketing directors prize (2010).

UK Territory Marketing Manager – IBM -  Feb 2006 – Mar 2008                              

o   Devised and managed a messaging and communications Marketing programme, resulting in 40% channel membership growth, and 18% lead generation increase.

o    Devised a structure for developing business-intelligence briefs, enabling a deeper prospect understanding and an 18% increase in Sales leads.

European Aerospace Marketing Manager IBM - May 2003 - Feb 2006

o   Implemented industry programmes targeting enterprise-level automotive and aerospace industries. This gave a 12%+ Marketing generated lead increase.

o   Managed the Press & Analyst relationship programme, resulting in a higher exposure and industry awareness.

North Europe Industrial Marketing Manager - IBM - Jun 2001 – May 2003

o   Managed the Marketing of software solutions and services for the enterprise engineering design market.

o   Implemented a successful supply-chain Marketing programme with Airbus, targeting their international supplier network. This produced $8.3m solution and technical services revenue in the first 3 months.

Group Product Manager – The Pegasus Group Plc - Feb 1997 – Jun 2001

o    Managed the Marketing plan for seven major accounting solutions and services through a 450+ member channel, achieving a sales growth of 23% for 1999.

o    Initiated and negotiated a solution and services partnership with The Midland Bank, targeting their small business customers, resulting in a 400%+ lead pipeline growth, and brand awareness growth.

Product Manager – The Sage Group Plc - Dec 1995 – Feb 1997

  • Responsible for entry level accounting software solutions through  300+ channel partners, and the Retail Channel.
  • Managed third-party relationships with Microsoft, resulting in an exclusive international product link, with Microsoft Money. This created a 17% increase in Marketing generated leads and £2.5m revenue increase.

Luxor Nightclub (Leicester) - Jan 1993 – Oct 1995

o   Joint owner & Commercial Manager

o   Responsible for marketing and promotion

College-Head Clothing Ltd - Jan 1990 - Dec 1992

o   Entrepreneur and owner of a student clothing business

Marketing Assistant - IMS, Atlanta - Oct 1986 - Sep 1988

  • Worked as part of a creative team offering full-service Marketing agency solutions.
  • Identification of niche market opportunities for major consumer chemical clients, partnership opportunities, market entry and distribution strategy for a consumer durables manufacturer.

Senior academic roles

  • Associate Head of Department (International) - May 2021– Sep 2023

o    Leadership, management and promotion of the Marketing subject area to global universities. Responsible for international recruitment strategy and subject operations.

o    Directed a briefing programme for the marketing subject area, employability -related curricula, and authentic assessments, to the Dubai and Kazakhstan DMU teams.

  • University Subject Head (Marketing) - 2018 – 2021

o    Leadership and management of a 38-member marketing team, covering undergraduate and postgraduate subject areas – operational and strategic management, and subject policy formation.

o    Managed the restructure of marketing module projects, through Covid lockdown.

o    Responsible for the recruitment process of the marketing team.

o    Responsible for marketing UG/PG programme full validation contribution and process.

 Programme leader – MSc Marketing suite - Jun 2018 – Dec 2022

o    Successfully managed the MSc Marketing suite of programmes (MSc Marketing Management, MSc Advertising and PR management MSc Strategic and Digital Marketing), developing innovative pedagogy, maintaining quality, and growing student numbers from 45 to 210 in three years.

o    Developed a strategic relationship with a leading Midlands marketing agency, to provide contextual input and guidance to the Marketing programmes. http://bit.ly/35dskdu

 Programme leader – MBA Global - Feb 2014 – Mar 2018

o    Successfully managed the programme and expanded quality and recruitment from 65 to 270 students in four years.  

o    Restructured the complete programme based on doctoral research results, vastly increasing the relevancy of pedagogy, and enhancing employability results.