Salford Business School

Recognised internationally for teaching and research excellence


Dr Aleksej Heinze

Academic Unit Head: Marketing & Strategy

Office Times

“Please contact me via email for an appointment”


Prior to gaining lectureship in January 2006, I worked for a start-up, which developed a case management system for solicitors’ practices.

My interest in technology-enabled innovation was pursued in my PhD thesis, which explored the introduction of Learning Technologies for adult education – so called blended learning.

Building on this knowledge in adult education I took on the role of Director for Open Programmes at Salford Business School (2009 to 2011) where I worked with a team of internal and external stakeholders to develop industry focused courses.

From 2011 to 2012, during the re-branding and re-profiling of the Salford Business School, I was the Acting Associate Head for Enterprise and Engagement and in 2012, became a founding member of the Award Winning Centre for Digital Business at Salford Business School, where I am currently a Co-Director.

I am an active member of the international digital marketing community; and am working to professionalise industry practice, through my work as a judge for the UK Search Awards, as well as serving as an Advisory Board member within SEMTA for education and standards.

Firmly industry focused, I have been involved with and have led a number of successful and award winning, EU funded projects focusing on the areas of Enterprise Cultural Heritage, Digital Business Culture and the Teaching of Digital and Social Media Marketing

I have experience of over 6 Knowledge Transfer Partnerships (KTPs) (£736k); 5 European project partnerships (£2.4 million) and have helped the University of Salford to attract an additional income of over £700k in commercial training initiatives during that last decade.

Serving as the Social Media Champion for the Business School, I edit the Salford Business School blog. I regularly speak at commercial conferences in the areas of digital marketing and educational innovation as well as on national and international media including BBC radio and TV, and I am a ‘top 10’ author (based on readership volume) for The Conversation at the University of Salford.


Commercial training:

Search and Social Media Marketing (SSMM)

Certificate in Executive Business Administration (CEBA)


Undergraduate teaching:

e-Commerce Consulting and Practice (BSc (Hons) Business Information Technology)

Masters teaching:

Search and Social Media Marketing – part of MSc Marketing, MSc Digital Marketing and MSc Social Business and Sustainable Marketing

Digital Marketing and Analytics (MSc Digital Marketing)

Completed doctoral supervisions:

Dr Eman Bukhari

Dr Fayiz Shrafat

Dr Zuwainah Allamki

Dr Anthony Ofoegbu  

Dr Seyed Mojtaba Poor Rezaei

Research Interests

Innovation in Digital Marketing: in particular the use of Search Engine Optimisation and Social Media Optimisation. Innovation in Education Technology and its application for teaching and training.

PhD Supervision

I am currently supervising doctoral students on the following topics:

Digital and Social Media Marketing; specifically viral video marketing, ethics of search engine optimisation, social media based online brand communities, use of online learning in education.

Qualifications and Memberships

Award SM (2014),

PhD (2008),

PG Cert HEPR (2008)

BSc (Hons) first class (2003)

Fellow of Higher Education Academy (HEA)

Member of the Institute of Direct and Digital Marketing (IDM)

Member of the UK Academy for Information Systems (UKAIS)

Award SM (2014),

PhD (2008),

PG Cert HEPR (2008)

BSc (Hons) first class (2003)

Fellow of Higher Education Academy (HEA)

Member of the Institute of Direct and Digital Marketing (IDM)

Member of the UK Academy for Information Systems (UKAIS)


Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. (2016) Digital and Social Media Marketing: A Results-Driven Approach, Routledge, London

Aaltonen, S, (40%) Heinze, A, (45) Ielpa, G, (10%) de Tommaso, D, (5%) (2015), Enterprise cultural heritage: the source for sustainable competitive advantage and survival for food sector SMEs, International Journal of Entrepreneurship and Innovation, Volume 16, Number 2, pp. 73-83

Heinze, A (70%) & Ferneley, E (25%) & Child, P. (5%) (2013), 'Ideal participants in online market research: Lessons from closed communities', International Journal of Market Research, 55(6), pp.769-789.

Griffiths, M., (45%) Heinze, A., (45%) & Ofoegbu, A. (10%) (2013). The Real SAP Business One Cost: a case study of ERP adoption in an SME. International Journal of Management Practice, 6(2), 199 - 215.

Full list of publications ( )

Heinze, A, Ferneley, E and Child, P 2013, 'Ideal participants in online market research: Lessons from closed communities' , International Journal of Market Research, 55 (6) , pp. 769-789.

Griffiths, M, Heinze, A and Ofoegbu, AC 2013, 'The real SAP® Business one cost: A case study of ERP adoption in an SME' , International Journal of Management Practice, 6 (2) , pp. 199-215.

Heinze, A., and Procter, C. (2010). The significance of the reflective practitioner in blended learning. International Journal of Mobile and Blended Learning (IJMBL), 2(2), Forthcoming. Available online:

Heinze, A., and Heinze, B. (2009). Blended E-Learning Skeleton of Conversation: improving formative assessment in undergraduate dissertation supervision. British Journal of Educational Technology, Special Issue: e-Assessment: developing new dialogues for the digital age, 40(2), 294-305.

Cooper, G. and A. Heinze (2007). "Centralisation of Assessment: meeting the challenges of Multi-year Team Projects in Information Systems Education." Journal of Information Systems Education 18, 3, 345 - 356. Abstract available online:

Lynch, K., A. Heinze, and E. Scott (2007). "Information technology team projects in higher education: An international viewpoint." Journal of Information Technology Education, 6, 181-198. Available online:

Heinze, A., C Procter, and B. Scott (2007). "Use of Conversation Theory to underpin Blended Learning," International Journal of Teaching and Case Studies, 1,