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Theo Tzanidis is a Senior lecturer in Digital Marketing, a School Digital Media and Communications Lead and lecturing in Digital Marketing in the School of Business & Creative industries at UWS. He is also a Member of the Industry Advisory Board of the Digital Marketing Institute, an international digital marketing standards council consisting of Google, Twitter, Facebook, LinkedIn, Microsoft, IBM, Vodafone among others. Theo had launched and successfully led UWS M.Sc. Digital Marketing programme, now a leading postgraduate programme in Scotland in its discipline. Previously Theo has worked extensively with digital transformation consulting projects providing digital marketing automation, digital communications, digital enterprise & corporate transformation using Digital Social and Transformational Technologies. Theo has led previously digital transformation as Head of Marketing for a large construction company.

Theo is working as PI/Lead Academic to two Knowledge Transfer Partership projects Digital Transformation Projects and as part of the academic team of experts on two other Digital Transformation focused KTPs. Theo is conducting research and consultancy projects in the new field of business and management (Digital Transformation) aiming to transform business by restructuring and digitising traditional business processes using novel technologies. He also works with projects that require the application of new technologies in non-business disciplines such as Health, Culture and Arts, Politics and Governance and the Third Sector.

Theo Tzanidis pioneered a higher education digital transformation, using innovative new technologies. He co-Created, with Dr Matthew Frew, the accelerated and Immersive Education approach which was shortlisted for the 2018 Guardian, Herald and Pioneer Awards for the innovative application of VR/AR/Digital to embed technology and reshape how students are taught at UWS.

Area of academic expertise - outline

My Research expertise spans over the Marketing Discipline. My research interests within the area of traditional marketing are as follows:

Consumer Behaviour and attitudinal research.

Attitude Change Studies

Neophobia and technophobia in food and food ethics

I am interested in Digital Transformation in Enterprise,  Strategic use of Digital Technologies and their application in marketing activities, education and life applications. In particular, I am interested in the following areas:

  1. Social Media Marketing
  2. Digital Marketing
  3. Content Media Marketing
  4. Neuromarketing 
  5. Virtual Learning & Virtual Reality HEA/Commercial  applications
  6. Augmented Reality and Mixed Reality HEA/Commercial  applications
  7. Mixed Reality applications in Business and Enterprise
  8. Big Data analysis/ Metrics Analysis and Online Behavioural Insights


Other areas of expertise available for knowledge exchange

Worked as a Marketing Manager for a number of year in large organisations.

Business Development:
-Prospect for potential new clients.
-Develop and nurture company partnerships & affiliations.
-Research and build relationships with new clients.
-Plan approaches and pitches.
-Work with contract managers to develop proposals for prospective clients.

Marketing Management:
-Creation and implementation of annual marketing strategy
-Branding Strategy Development
-Digital Marketing Strategy development and implementation. (incl. SEO,PPC and Social Media communication development, E-branding)
-Offline Marketing Communication Strategy Development
-Providing Business to Business & Business to consumer marketing support.
-Creation of all marketing material
-Managing annual marketing budget
-Ensure that data is accurately entered and managed within the company’s CRM system.
-Representation at networking events, trade shows and exhibitions
-Liaising with Managing Director and Clients on a daily basis
-Manage media communication channels and creative agencies.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

External positions

DMI- Member of the Industry Advisory Council, Digital Marketing Institute

15 Feb 2017 → …

Head of Digital Marketing Strategy - UWS Enterprise Academy

17 Aug 2015 → …


  • H Social Sciences (General)
  • Digital Marketing
  • Digital Content Creation
  • PayPer Click Campaigns
  • Content Marketing
  • Social Media Promotion
  • Social CRM
  • Social PPC
  • Virtual Reality In Education
  • Augmented Reality in Education
  • Mixed Reality in Education
  • 360 Video Development
  • 360 Image Development
  • Digital Education
  • Programme Leader
  • Google Suite for Higher Education
  • Digital Marketing Institure
  • Facebook
  • Twitter
  • LinkedIn
  • You Tube
  • Future Education


Dive into the research topics where Theofilos Tzanidis is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

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