Nicholas Telford

Area of Expertise

Throughout my academic and professional practice I have been fascinated by identity and exchange within the field of cultural production. Specifically, I have researched microenterprise marketing and technology adoption in Scotland's craft sector. The idea of culturally-specific production and consumption is a theme in current research. 

Research Methods Expertise

I am primarily a qualitative researcher by training and experience in the arts and humanities and am interested in the narratives generated in the course of marketing exchanges. I also possess interest and experience in quantitative methods. Ultimately, I will draw on multimodal methodologies with the aim of providing pragmatic solutions for problems in theory and practice.

Disciplinary Intersections

Prior to entering the business school setting I was educated in the arts and humanities in Scotland, California and at the London Consortium. I have brought this interdisciplinary background to entrepreneurship and marketing and continue to colloborate with across disciplines and practices.

Key Research Collaborations

I am currently working on projects across faculties in Heriot-Watt on the topic of student's belonging. I am also working on a paper in collaboration with a colleague at the Italian trade mission in London looking at the acculturation of products linked with their place of origin.

Funded Projects 

I recently won funding with colleagues from other faculties from the Learning and Teaching Academy for a one=year study on student belongong at Heriot-Watt. I was previously part of team that received funding from an Erasmus+ academic and student mobility fund for a three-year project (2016-2019).

I am currently an associate professor of marketing at Heriot-Watt having previously been a lecturer in business and enterprise. My academic background is a varied and unusual mix from the arts and humanities through entrepreneurship to marketing. I have studied and obtained degrees from the univerisities of Stirling and London (London Consortium). Prior to becoming a full time academic I have worked in various public and private sector roles and have been self-employed. I was the Treasurer of the Academy of Marketing (UK) for over 7 years. I previously held CMBE and currently hold FHEA status. I am a member of the Chartered Institute of Marketing and the Marketing Society which facilitates industry engagement generally and in conjunction with my role if Director of the MA Marketing, our undergraduate degree programme in marketing.

Programme Director: MA Marketing

Deputy Chair: Department of Marketing and Operations Ethics Committee

Global Course Leader: C17MK, C19MP, C19MC