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Personal profile


Theofilos Tzanidis is currently a Programme leader and lecturing in Digital Marketing in the School of Business & Enterprise at UWS. Currently, Programme leading MSc Digital Marketing and MSc International Marketing. More recently, his pioneering innovations in education and training have seen his Accelerated and Immersive Education approach shortlisted for the 2018 Guardian, Herald and Pioneer Awards. Previously Theo has worked extensively with all elements of digital marketing mix, with different marketing strategies, both online and offline and handled online projects of £200k+ combined value consulting projects providing digital marketing strategies and campaign support and advice. Most Recently Theo has worked with Virtual Reality and Augmented reality development projects focused on restructuring traditional business processes using new digital social and transformational technologies. Theo is currently conducting research in the area of digital marketing and looking into the use and applications of digital social and transformational technologies in traditional business discipline areas such as finance, accounting, management, logistics, hr and events. He is currently working on 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.

Currently, I am working as a Marketing Lecturer/ Consultant for the University of the West of Scotland. Previously I have been working as a Business Development Manager at Skyform Group and I was responsible for the development & implementation of both online and offline marketing strategies. My industrial and academic experience varies over different marketing specialisations and I have worked extensively with all elements of the marketing mix, both on-line and offline.

My duties in UWS Business School are as follows:

MSc Digital Marketing Programme Leader, MSc International Marketing Management Programme Leader, MSc Creative Branding Programme Leader / Consultant & Researcher

Cross Faculty Digital Development Team: Design develop and Implement Digital Platforms in Teaching in Higher Education as part of the Digital Development Team in UWS Business & Enterprise School. Concepts in development include: Digital communications, Edutainment through Gamification and Simulation, Augmented Reality, Student and Faculty creative approach to curriculum delivery & assessment development, Google in Higher Education VLE development among others.

Summary of duties:

-Develop, Administer & Deliver Digital Marketing modules among other marketing-focused modules, at undergraduate & postgraduate level.
-Develop, Administer & Deliver a new Digital Marketing MSc.
-Supervise Student Dissertations at an undergraduate and postgraduate level.
-Promote school activities through various digital platforms.
-Link Business Schools activities with the Industry online.
-Provide marketing expertise through KTPs and other types of consultancy projects.
-Collaborate with fellow research groups locally, nationally and internationally on research projects and output.

Don't hesitate to contact me for any of the above activities.

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.

Desired research direction

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


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