1992 …2018
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Personal profile


Elaine Collinson B.A. (Hons), MPhil



Elaine is an Associate Professor in the Department of Management in the School of Social Sciences at Heriot-Watt University. She is Director of Postgraduate Studies within the school and Director of the Corporate Executive Development. With over 25 years’ experience in the Higher Education sector, she has held a series of roles, primarily in an academic and research capacity but also in developing transnational education and industry links across the globe.

Elaine’s areas of expertise include Marketing in the Small Business sector, where she has taught extensively in industry and academia. She has delivered in company training programmes to enable growth, support innovation and development and one to one managerial coaching. She has a wide network of business contacts across the economic development agencies and actively works with Scottish Enterprise, Interface and EDAS to name but a few.

Core areas of both teaching and research interests include Strategic Marketing Management, Marketing for Small Businesses, Entrepreneurial Marketing, Inter-cultural Business Relationships and Customer Relationship Marketing.

Her core interests link into the concept of Engagement, be it in the knowledge transfer aspect between industry and academia or between academia and students. She has developed a series of Learning Journeys for students throughout her career, enabling students access to real life experiences to enhance their employability skills. Transformative learning is fundamental to her teaching.


As part of her role at Heriot-Watt University, she is in charge of the Postgraduate Studies and is actively involved in developing an innovative suite of MSc programmes across our international campuses. Developing innovative approaches to high quality learning has always been a key focus of her activities for both the executive education participant as well as the full time student. Experienced in international assurance of learning practices working with EFMD, AMBA, ELIR, AACSB and international partners across the globe, ensures her teaching in the area of Marketing is global in outlook and practical in application.

As Director of Corporate Executive Development she is tasked with developing a suite of executive education programmes and innovative industry focused events which enable academic engagement with the wider business community and enhance graduates’ employability skills.

Roles & Responsibilities

Director of PGT Studies, School of Social Sciences

Director of Corporate Executive Relations

Research interests

Entrepreneurial Marketing

Strategic Marketing

The SME Sector

Industry / Academic Collaboration - Business Engagement

Marketing in the Tourism Sector

Key Research Words/Phrases


International Education

Business Engagement


Fingerprint Dive into the research topics where Elaine Collinson is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Research Output 1992 2018

Self-expression and play: can religious tourism be hedonistic?

Lochrie, S., Baxter, I. W. F., Collinson, E., Curran, R., Gannon, M. J., Taheri, B., Thompson, J. & Yalinay, O., 19 Nov 2018, In : Tourism Recreation Research.

Research output: Contribution to journalArticle

Open Access

The marketing environment

Collinson, E., Mar 2018, Fundamentals of Marketing. McKay, G., Hopkinson, P. J. & Ng, L. H. (eds.). Goodfellow Publishers, p. 21-41 20 p. (The Global Management Series).

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

The Traditional Marketplace: Serious leisure and recommending authentic travel

Curran, R., Baxter, I. W. F., Collinson, E., Gannon, M. J., Lochrie, S., Taheri, B., Thompson, J. & Yalinay, O., 10 Dec 2018, In : Service Industries Journal. 38, 15-16, p. 1116-1132 17 p.

Research output: Contribution to journalArticle

Open Access
Cultural tourism
Tourist attractions

Case Studies

Bell, G., Shaw, K., Collinson, E. & Waite, K., 2017, Marketing Communications: An advertising, promotion and branding perspective. Bell, G. & Taheri, B. (eds.). Goodfellow Publishers, p. 201-221 21 p.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)


The Traditional Marketplace: Serious leisure and recommending authentic travel

Ross William Francis Alexander Curran (Recipient), Ian Winston Frederick Baxter (Recipient), Elaine Collinson (Recipient), Babak Taheri (Recipient), Martin Joseph Gannon (Recipient), Sean Lochrie (Recipient), James Thompson (Recipient) & Ozge Yalinay (Recipient), 2018

Prize: Prize (including medals and awards)


Activities 2001 2019

Baxters Food Group

Elaine Collinson (Visiting Researcher)
26 Jun 2019

Activity: Visiting an external institutionVisiting an external academic institution

Mariella Olivos

Elaine Collinson (Host)
17 Apr 2019

Activity: Hosting a visitorHosting an academic visitor

Challenge Based Learning

Elaine Collinson (Speaker)
22 May 2019

Activity: Talk or presentationInvited talk


Elaine Collinson (Visiting Researcher)
18 Jun 201921 Jun 2019

Activity: Visiting an external institutionVisiting an external academic institution


Elaine Collinson (Visiting Researcher)

Activity: Visiting an external institutionVisiting an external academic institution