The Global 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. Ben's work contributes towards the following SDG(s):

About Ben

I am a Lecturer in Marketing and the Portfolio Lead in Marketing and Place at Plymouth Business School, Faculty of Arts, Humanities and Business.

Until September 2024, I served as the Programme Leader for the BSc (Hons) Marketing since 2017, where I focused on driving curriculum innovation, embedding professional accreditations, and fostering a high-quality learning environment to effectively prepare students for their careers.

My teaching expertise covers Marketing Research and Consumer Insight, with a particular emphasis on developing AI literacy and demonstrating the practical applications of Generative AI in business and marketing through workshops and integrated module content.

My research interests centre on Generative AI in higher education and business, its intersection with behavioural economics, and technology-enhanced marketing, alongside my doctoral research in transnational education. Most notably I was selected to present within OpenAI Academy's global Professors Teaching with AI series positioning my work as an international reference point for responsible AI integration.

I actively contribute to the wider academic and professional community by delivering AI literacy workshops to external organisations, developing online learning materials with publishers such as Sage and Studious, and serving as Chief Examiner for the Market Research Society's Diploma in Market and Social Research Practice.

Supervised Research Degrees

Supervision of Undergraduate Dissertations for:

• BSc (Hons) Marketing
• BSc (Hons) Business Management

Supervision of Postgraduate Dissertations for:

• MSc Marketing Management and Strategy
• Masters of Business Administration
• MSc Business Management (Marketing)
• MSc Social and Digital Marketing

Doctoral Supervision:

• How we decide: The relationship between implicit moral identity, moral emotions and moral intuition during moral dilemmas in fundraising (Completed)
• Identity transitions – What is the impact on charity donors when their chosen charity undertakes a major identity transition (Completed)
• Comparing the Effectiveness of Traditional vs. AI Digital Media Channels in Influencing Consumers (In-Progress)
• The Effectiveness of AI Applications to B2B Marketing in the Service Industry in Hong Kong (In-Progress)

Teaching

• MKT5010 - Consumer Insight: Data Driven Decision This module is AI-supported, incorporating the use of CustomGPTs. Assessments within the module involve the application of Generative AI, designed to mimic real-world tool usage. The module focuses on simulating the role of a junoir market researcher, which include conducting a live project. Key features include:
  • It is integrated with professional accreditation from the Market Research Society, featuring a simulation and an examination that enables students to achieve industry-recognised certificates.
  • Instruction on JISC Online Surveys is included, supported by dedicated online video materials.
  • Teaching activities consist of 12 two-hour lectures, marking, and maintenance of the Digital Learning Environment (DLE).
  • The DLE features AI-enhanced content, including updated module Descriptors, FAQs, and customised podcasts, to support diverse learning styles.
  • Integration of AI tools to support learning, assessment based assistance tools, and AI generated client interactions.
  • Student satisfaction average 1.75, and feedback indicates that the sessions are interactive and designed well. Moreover, student comment on the high level of student guidance and support. 

• PBS6001 - Marketing Dissertation (Final Year Dissertation): This module was newly designed in the 2022/23 academic year to address the specific research methods training needs of Marketing and Economics students. The module structure includes eight two-hour lectures and the supervision of students undertaking their final year dissertation projects. Key features include:
  • Workshop Style lectures focused on application of research methods for student dissertations
  • Integrated AI learning tools to help students practice/ simulate research skills (e.g., Interviewer Practice) and generate research related artifacts (e.g., editing of stimulus).
  • Student led session to aid in conceptualising, planning and writing the dissertation. 
  • Revised the school research ethics form to embed the use of Generative AI.
  • Utilises Sage Research Methods videos and learning material that have increased average module marks.

• MKT6001 - Contemporary Issues in Marketing: This module teaches academic skills and focuses on developing critical thinking and problem-solving skills. It incorporates guest speakers to demonstrate how marketing theory is used in practice across a number of industries. Key features include:
  • Developing critical thinking skills with AI as a thought partner
  • Digtial AI and Traditional writing retreat
  • Podcast style guest speaker session to connect theory to practice.
  • Student satisfactions remains high, with good attendance and engagement.

• MKT6007 - Strategic Marketing: This module focuses on the intersection between Ai and Entrepreneurship, students take on the role of the owner of a new business start up. Students utilise the knowledge developed over the course of the programme and understand the role of AI in supporting new start-up ventured. Key features include:
  • Employability embedded with guest speaker guidance on new venture
  • Creation of AI assistant and Digital Personas
  • Engaging with AI as a thought partner
  • Developing and Build AI workflow to aid in basic venture functions
  • Utilise AI to develop and create artificats such as mock apps, websites, and social media posts.
  • Prepares graduates for the work place by providing advanced AI literacy skills needed in the workplace.
  • Students value the leading industry insights and exposure to the latest developments in generative AI.

Teaching Interest in Generative AI: My teaching activities include a focus on developing AI literacy and demonstrating the practical applications of Generative AI in business and marketing contexts. This involves delivering workshops and training on AI adoption, integration, and its role in preparing for an AI-integrated career to students, academic colleagues, and external organisations, including businesses and national bodies

• Keynote Speaker - Ted Wragg Trust (2025)
  • Delivered talks to over 150 teachers on the topic of effecitive implementation of AI tools, usage cases and a future beyond AGI and how to prepare students. These session informed teachers on how to integrate AI but also curriculum changes to better equip students for the future and enable teachers to use AI to better support students. 

• AI for Everyone - Life in AI event (2025)
  • A workshop delivered to 25 participants as part of the LifeInAI series focusing on the impact of AI in life. The workshop springboard oppourtunities for guest speakers and collobarations with both SME's and not for profit organisations.

• AI in Life, Learning and Beyond Workshop (2025)
  • Delivered to 30+ attendees during Discovery Week at the University of Plymouth for students focused on how to utilise AI in studying and preparing for an ever changing graduate market.

• Use of Marketing and Generative AI - Training Workshop for Saudi Tourism Board and Red Sea Authority (2024)
  • Delivered to 38 learners as part of AI Literacy and Training Workshops, which formed a foundation for a working relationship with the Saudi Tourism Board and the Red Sea Authority as well as yielding PhD enquiries.

• AI in Assessments - University of Plymouth Teaching and Learning Showcase (2024)
  • Presentation on AI integration in pedagogy delivered to 40 participants at the University's Teaching and Learning Showcase, focusing on assessment and the use of AI learning tools such as CustomGPTs, which led to the utilisation of the tools across mutliple modules at the university. 

• AI in Education - City College Plymouth (2024)
  • AI training session delivered 18 staff to City College Plymouth, an FE partner; the focus was on integrating AI in to teaching and evaluating the LLMs, available tools, and gaining operation efficiencies. This resulted in the staff gaining time efficiencies based on the created tools and enriching student learning materials. 

• Generative AI Adoption and Integration Workshops for Thames Freeport Stakeholders (2024)
  • Delivered to 9 organisations including the Port of Tilbury, Thurrock Council, and South Essex College as part of the Thames Freeport Skills Development programme. The session covered AI automations and basic AI literacy, which resulted in effiency gains for those that participated and started conversations with those that attended for further training to be provided.

• AI Literacy and Training Workshops for various organisations (2024-2025)
  • A number of training works related to AI literacy, education and education were provided in addition to the above including workshops for Higher Education institutions (e.g., University of Exeter, Arts University Plymouth), Further Education colleges (e.g., Truro and Penwith College), and Councils (e.g., Plymouth City Council), School Trusts (e.g., Thinking Acadmies Trust) and SMEs.
  • These session focused on integration of AI in pedagogy, building learning tools, evaluating LLMs, increasing efficiency in administration. In total, these session were delivered to over 120 participants and influenced policy, process and teaching.

• Education at the Crossroad: A discussion on the impact of AI in education - IACBE Region 9 European Conference, Barcelona, Spain (October 2023) 
  • Delivered a session to 30 participants from around Europe on the use of AI in education and effective integration, and assessment design. As a result, HEI's across Europe adapted assessment policies and designed new style of assessments factoring the responsible use of AI ensuring that future students are prepared for the work place.

Learning Materials 

I have created a number of Marketing Research learning related learning materials that have supported academic institutions both nationally and internationally better support students. These materials and have been viewed and cited over 10,000 times.

• Sage Research Methods Online Videos: Market Research (2020-2021) 
  • Marketing Research Process: Defining a Problem 
  • Research Design for Marketing 
  • Sampling for Marketing Research: Who, How, What, Where, and Why? 
  • Quantitative Marketing Research with a Beginner’s Guide to Qualtrics 
  • Qualitative Marketing Research 
  • Data Analytics: Data Collection Strategies (2021) 
  • Data Quality in Assessing Data Quality (2021) 
  • Mitigating Bias in Data Collection and Analysis (2021) 
  • Starting a Research Project in Determining Business Objectives (2021) 
  • Using Excel in Demystifying Excel (2021) 
  • Diversity in Research (2021) 

• Studious Digital Education Online Digital Track: Market Research and Insights (2022) 

Contact Ben

( Room 318, Fitzroy Building, Drake Circus, Plymouth, PL4 8AA
+44 1752 585726
ben.siu@plymouth.ac.uk