Dr. Alex Fenton

Salford Business School

Photo of Dr. Alex Fenton

Contact Details

Maxwell 730

Please email for an appointment.



Current positions

Lecturer in Digital Business and Head of Disruptive Technologies Research Cluster


I completed a BSc (Hons) in Electronic Imaging and Media Communications in 1997 and have worked in the field of digital business ever since as a programmer, developer, researcher and lecturer. I 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 use today at Universities and other organisations. I have been a finalist for many top individual and team digital industry awards including The Global Bangemann Multimedia Challenge, The Big Chip Awards, The Digitals and winner of a European Search Award 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 Creative Hive to allow over 1000 students to collaborate and create a showcase of their work online and in physical events. I have worked in the intersection between industry and higher education since 1997. I have worked on several funded projects including KTP as a key member of the academic team allowing organisations to realise their innovative digital business plans. I completed a PhD in football, social media and social capital in 2018.

I am head of the Disruptive Technology Research Cluster. I have led on a digital wellbeing project called Fan Fit, creating smartphone apps for sports clubs such as Salford Red Devils and Rangers FC which help the physical and mental wellbeing of fans. I also published a book entitled Digital Transformation – A Results Driven Approach working with academic colleagues and digital industry professionals.

Areas of research

Digital Business, Tech for Good, Innovation, Digital Marketing, Digital Transformation, Sport


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 run CPD, MSC and BSc courses on the main campus and at MediaCityUK to teach people about digital business, website development and digital marketing. I 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 my students winning digital and innovation awards. I am very experienced in Technology Enhanced Learning (TEL) and delivering excellent distance and blended teaching. I specialise in applying my 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 have won various internal and external funding for my work creating digital communities and smartphone apps such as FanFit including a successful Nesta’s Healthier Lives Data Fund project. I am currently researching digital marketing, social media and sport. I have recently co-written a successful book entitled Strategic Digital Transformation, working with academics and industry.

Qualifications and Memberships


  • BSc (Hons) in Electronic Imaging and Media Communications – 1997
  • Masters in Creative Technology (2010)
  • Postgraduate Certificate in Academic Practise (2013)
  • PhD in digital marketing – social media communities (2018)


  • Fellow of the Higher Education Academy (2014)
  • Senior Fellow of the Higher Education Academy (2018)


Other Relevant links