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Salford Business School

Dr Alex Fenton

Lecturer in Digital Business


I completed a BSc (Hons) in Electronic Imaging and Media Communications in 1997 and has worked in the field of digital business ever since as a programmer, developer, researcher and lecturer. He worked as a senior developer as part of one of the top e-learning development teams in the UK for Video Arts developing cutting edge business simulations for the likes of the Police, Defra and British Telecom. I have run a successful and award winning digital agency EDinteractive since 2004 working on projects for The British Council, North-West Universities and global organisations.

I designed and programmed a content management system for the University of Salford, which was highly popular and is still in frequent use today at several Universities and other organisations. I have been been a finalist for many top individual and team digital awards including The Global Bangemann Multimedia Challenge, The Big Chips, The Digitals and winner of a European Search Award as part of a team for Passport to Trade 2.0. My students have also won numerous innovation competitions and industry awards.

I completed a Masters in Creative Technology in 2010 and created a web 2.0 application called to allow over 1000 students to collaborate and create a showcase of their work online and in physical events. He is heavily involved with the University Industry Collaboration Zones and work closely with various digital and sporting organisations and student projects. I have worked on several KTP projects as a key member of the academic team allowing organisations to realise their innovative digital business plans.


I have won a range of teaching awards including most innovative lecturer, Postgraduate supervisor of the year and three Vice Chancellors Distinguished Teaching Awards. I runCPD, MSC and BSc courses on the main campus and at MediaCityUK to teach people about digital business, website development and digital marketing. He became a lecturer in digital business in 2014 and Senior Fellow of the Higher Education Academy in 2018. I am a Masters and MBA teacher and supervisor for students in the area of digital business, digital marketing, enterprise and innovation. I am passionate about student employability and innovation, with several of his students winning digital and innovation awards. I am a Technology Enhanced Learning (TEL) champion and specialises in applying his digital knowledge for the benefit of innovative and pedagogically excellent teaching and learning.

Research Interests

I have conducted research on the use of technology for teaching and learning, digital marketing, online communities and geo-location. I am a member of the award winning Centre For Digital Business:  I have won various funding for my work creating digital communities and smartphone apps such as I am currently researching digital marketing, social media and sport.

Qualifications and Memberships

  • BSc (Hons) in Electronic Imaging and Media Communications – 1997
  • Masters in Creative Technology (2010)
  • Postgraduate Certificate in Academic Practise (2013)
  • Fellow of the Higher Education Academy (2014)
  • Senior Fellow of the Higher Education Academy (2018)



Journal Papers

Fenton, A and Procter, CT 2018, ‘Studying social media communities : blending methods with netnography‘ , SAGE Research Methods Cases

Heinze, A, Griffiths, M, Fenton, A and Fletcher, G 2018, ‘Knowledge exchange partnership leads to digital transformation at Hydro-X Water Treatment, Ltd’ , Global Business and Organizational Excellence, 37 (4) , pp. 6-13.

Anagnostopoulos, C, Parganas, P, Fenton, A and Chadwick, SM 2018, ‘Branding in pictures : using Instagram as a brand management tool in professional team sport organisations’ , European Sport Management Quarterly .

Fenton, A and Turner, J 2017, ‘Case study : good practice in enterprise and entrepreneurship education – University of Salford – Building bright ideas and innovating future business : delivering meaningful enterprise skills training at the University of Salford’ , The Quality Assurance Agency for Higher Education (QAA) .


Fenton, A 2018, The field behind the screen : social capital and the social media communications of a football club brand , PhD thesis, University of Salford.

Books and chapters

Fenton, A, Griffiths, M, Fletcher, G. 2019 (forthcoming). Digital Transformation Strategy, Routledge

Robinson, N, Fenton, A & Dale, C. 2019. Video killed the radio star: A review of social commerce music platforms in facilitating product dissemination. From record and rewind, to upload and distribute.In Boardman, R, Blazques, M, Henninger, C.E. & Ryding, D (Ed), Social Commerce: Consumer Behaviour in Online Environments. London: Palgrave Pivot

Fenton, A and Heleu, B, 2018. Social Media and football, in Routledge Handbook of Football Management, Routledge

Fenton, A and Mohamad, MRA. 2017. ‘Social media’ , in: Digital and social media marketing : a results-driven approach , Routledge, pp. 190-213