Photo of Dr David Cockayne

Dr David Cockayne PhD, MSc, BA, FHEA

Senior Lecturer Marketing Marketing (ULMS)


Personal Statement

David is an Associate Professor in the Management School's Marketing Group. David is the founding Director of the University of Liverpool's MSc in Sports Business & Management and former Director of the Liverpool MBA. David leads modules on several postgraduate programmes (MBA and MSc) and also teaches on executive education programs. David's teaching specializes in marketing leadership, marketing innovation, and sponsorship. He has previously held academic positions internationally (Tsinghua University; the University of Shanghai for Science and Technology) and in the U.K. (University of Leicester; University of Huddersfield). Prior to an academic career David has worked with organizations in high technology environments (Accenture), management consultancy (KPMG), and professional sports (Adidas, Alisport (Alibaba Group) Tottenham Hotspur FC, Everton FC). David is a Fellow of the Higher Education Academy (HEA); and of the University of Nottingham's Asia Research Institute. David is also a member of the American Marketing Association (AMA); Academy of Marketing (AM); Marketing Science Institute (MSI); and British Academy of Management (BAM).

David's current research interests focus on digital transformation specifically in the context of service design and marketing strategy. David also studies "market-system-dynamics", exploring the formation and function of markets by investigating how actors (i.e. consumers, marketers, policymakers, etc) both shape and are shaped by markets. David's work draws from a variety of empirical settings including professional sports, high-technology environments, health and fitness, and healthcare.