Daniel Hsu joined Liverpool John Moores University in 2022 as Lecturer in Digital Marketing & Analytics within Liverpool Business School. He brings a blend of academic rigour and industry expertise in digital marketing and technology. He holds both a BSc and an MBA from the National Taipei University of Technology in Taiwan, where he was awarded an overseas exchange scholarship to the Institute of Technology Sligo, now known as Atlantic Technological University, in Ireland. Continuing his academic success, Daniel completed an MSc with Distinction at Ulster University in Northern Ireland, where he received the Santander Scholarship and the Pure Running Award, recognising his top performance in Digitising Marketing. Before moving into academia, Daniel worked in the 3D printing industry and held roles as a Digital Marketing Communications Specialist for EU and US markets and later as a Product-Marketing Project Manager. In these capacities, he led multiple product launches introducing both consumer and industrial-grade 3D printers to global markets. His efforts ensured successful product debuts at major international trade shows, such as CES, RAPID, TCT, and Formnext.
Teaching and Academic Contributions:
Daniel is committed to advancing learning and teaching in higher education, with a particular focus on integrating technology in the classroom to enhance active learning. His teaching career began at Ulster University, where he served as a Casual Lecturer in Marketing & Management from 2020 to 2022. His contributions were recognised with the Distinguished Collaborative Education Excellence Fellowship award in 2022. Daniel holds fellowships of both the Higher Education Academy (FHEA) and the Staff and Educational Development Association (FSEDA). In his current role at LJMU, he supervises BA consultancy and MSc research projects. Additionally, Daniel's teaching portfolio spans both undergraduate and postgraduate levels, reflecting his expertise in digital marketing and experiential learning. His current teaching responsibilities include:
• Digital Marketing Communications (PG) (2022 - Present)
• Experiential Marketing in the Digital Era (PG) (2024 - Present) - Module Leader
• Media Production Management (UG) (2023 - Present)
• Practical Digital Marketing Skills (UG) (2022 - Present) - Module Leader
Previously Taught at LJMU:
• Data Analysis Techniques for Business (FND) (2022-23)
• Digital Marketing (UG) (2022-24)
Modules Taught Elsewhere:
• Digital and Marketing Nexus (UG)
• Digitising Marketing (PG)
• Digital Transformation - Help to Grow: Management (SME owner-managers in Northern Ireland)
Research and Scholarly Activity:
Daniel has broad research interests in the areas of digital marketing, social media, content marketing and marketing technology (MarTech), especially in the context of small businesses. He is currently pursuing a PhD at Ulster University Business School, focusing on how small firms leverage digital technology as a resource to enhance customer relationships. Daniel has actively contributed to academic discourse, presenting his research at international conferences include:
• The Academy of Marketing Conference (2022)
• The Global Research Conference on Marketing and Entrepreneurship Conference (2021 & 2022)
• The Institute for Small Business and Entrepreneurship - ECR/A Spring Symposium (2022)
• The Irish Academy of Management Conference (2021)
Languages
English
Chinese (Mandarin)
Degrees
2024, Liverpool John Moores University, United Kingdom, PG Cert Academic Practice
2017, Ulster University, United Kingdom, MSc Marketing
2014, National Taipei University of Technology, Taiwan, MBA Services & Technology Management
2012, National Taipei University of Technology, Taiwan, BSc Computer Science & Information Engineering
Certifications
2024, Advance HE, United Kingdom, Fellow of the Higher Education Academy (FHEA)
2024, SEDA LTA, United Kingdom, Fellow of the Staff and Educational Development Association (FSEDA)
2024, Advance HE, United Kingdom, Professional Development Course for External Examiners
2023, Semrush Academy, Digital Marketing: Hands-on Experience Course
2023, HubSpot Academy, Marketing Software Course
Academic appointments
Lecturer in Digital Marketing & Analytics, Liverpool Business School, Liverpool John Moores University, 2022 - present
Casual Lecturer, Department of Management, Leadership and Marketing, Ulster University, 2020 - 2022
Journal article
Bustard JRT, Hsu DH, Fergie R. 2022. Design Thinking Innovation Within the Quadruple Helix Approach: a Proposed Framework to Enhance Student Engagement Through Active Learning in Digital Marketing Pedagogy Journal of the Knowledge Economy, DOI Publisher Url Public Url
Conference publication
Hsu T-H, McCartan A, Quinn B. Responding To the Pandemic: The Opportunities of Digital Technology for Small Food Service and Hospitality Businesses in Changing Market Dynamics Academy of Marketing Conference
Hsu T-H, McCartan A, Quinn B. The Impact of Marketing Capabilities on Digital Transformation for Small Firms in a Crisis Environment Irish Academy of Management Conference
Hsu T-H, McCartan A, Quinn B. Content Is King? Exploring the Effect of Content Marketing Capabilities on Customer Relationships in Small Firms Global Research Conference on Marketing and Entrepreneurship
Bustard J, Hsu T-H, Withers R. Reenergising the Online Classroom: Effects of Design Thinking and Active Learning for Boosting Student Engagement in Digital Marketing Pedagogy and Beyond Global Research Conference on Marketing and Entrepreneurship
Fellowships:
Fellow (FHEA), Higher Education Academy. 2024
Fellow (FSEDA), Staff and Educational Development Association. 2024
Other invited event:
Visiting Lecturer, Ulster University Business School, Delivering the module of 'Digital Transformation' for the Help to Grow: Management Progamme (SME owner-managers in Northern Ireland). 2023
Guest Lecturer, University of Exeter Business School, Delivering the session of 'Content Marketing & Optimised Digital Communications' for both UG and PG Students. 2022
Award:
The Teaching & Learning Excellence Award in the Category of Distinguished Collaborative Education Excellence Fellowship Award, Ulster University, https://www.ulster.ac.uk/cherp/celebrating-excellence/internal-awards-for-teaching-and-learning/distinguished-collaborative-education-excellence-fellowship. 2022
The Learning & Teaching Enhancement Fund for the Project Titled: "The MarTech-Lab Collaboration: Enhancing Student Employability and Learning Experience in the Marketing Technology Landscape", Liverpool Business School, https://martech-laboratory.com/. 2022
Membership of professional bodies:
Associate Member, Association for Learning Technology (ALT). 2022
Member, Academy of Marketing (AM). 2022
Member, Institute for Small Business and Entrepreneurship (ISBE). 2022
Member, Irish Academy of Management (IAM). 2021
External collaboration:
https://exploreai.jisc.ac.uk/place/The%20MarTech%20Laboratory:%20AI%20in%20marketing%20education, Ulster University, The MarTech Laboratory: AI in Marketing Education.