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Salford Business School

Alex Fenton

Lecturer in Digital Business


Alex 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. Alex has run a successful and award winning digital agency EDinteractive since 2004 working on projects for The British Council, North-West Universities and global organisations.

Alex 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. Alex has 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.

Alex 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.


In his first year as an academic, Alex won Postgraduate Supervisor of the year in the Student Teaching awards and a VC Teaching award (2015). The following year, he won most Innovative Lecturer (2016). Alex runs popular CPD, MSC and BSc courses at MediaCityUK to teach people about digital business, website development and digital marketing. He became a fellow of the Higher Education Academy and lecturer in digital business in 2014. Alex is a Masters and MBA teacher and supervisor for students in the area of digital business, digital marketing, enterprise and innovation. Alex is passionate about student employability and innovation, with several of his students winning digital and innovation awards. Alex is 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

Alex has conducted research on the use of technology for teaching and learning, digital marketing, online communities and geo-location. Alex is a member of the award winning Centre For Digital Business:  Alex won a innovative research competition to research and develop an app combining social media and fitness data for football fans. He is 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)



Geo Storyworlds - The Future of News, Entertainment and Storytelling (Salford Media Festival, Next Generation, MediaCityUK, University of Salford, United Kingdom, November 2013).

Creative Hive and Student E-Portfolios - Alex Fenton (Education in a Changing Environment, University of Salford, United Kingdom, July 2011). - Presentation of a full paper

Open access E-portfolios: Student motivations for the digital curation of professional identities for lifelong learning (2nd International Conference on Personal Learning Environments (PLEs), Southampton University, United Kingdom, July 2011).

Abstract and demo given for the Digital Economy Conference 2013 at MediaCityUK on the subject of geo-location and Storyworlds