Ben Siu

Academic profile

Dr Ben Siu

Lecturer in Marketing (Education)
Plymouth Business School (Faculty of Arts, Humanities and Business)

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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):

Goal 04: SDG 4 - Quality EducationGoal 08: SDG 8 - Decent Work and Economic GrowthGoal 09: SDG 9 - Industry, Innovation, and InfrastructureGoal 12: SDG 12 - Responsible Consumption and ProductionGoal 17: SDG 17 - Partnerships for the Goals

About Ben

I am a Lecturer in Marketing and the Associate Head of School for Marketing, Admissions, and Recruitment 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. 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

My teaching role is focused on Marketing Research, in particular how organisations plan, collect and utilise market information. My teaching also integrates the use of generative AI in marketing practices. My current modules and teaching interests are below:
  • MKT5007 - Consumer Insight, Innovation and Marketing Planning: 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 utilises an MS Teams Class Notebook for student interaction. 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.
  • 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.
  • 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.
  • 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

Contact Ben

Room 403, Fitzroy Building, Drake Circus, Plymouth, PL4 8AA
+44 1752 585726