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


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.

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)


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