Paul Hopkinson

Dr. Paul Hopkinson is Associate Professor of Marketing in the School of Social Sciences at Heriot-Watt University Dubai Campus. He is also Director of the campus’ MSc  MSc International Marketing Management (with Digital Marketing) programmes. Dr. Hopkinson moved to Heriot-Watt Dubai in August 2013. He was previously at the University of Gloucestershire where he completed a PhD in Marketing and held several leadership roles, including undergraduate Director of Studies (Marketing) and MBA Programme Director. He was also a part-time member of faculty for the University of Birmingham and an external examiner for the University of Greenwich (PG Marketing programmes)

Prior to embarking on his academic career, Dr. Hopkinson held various commercial roles (Marketing Research, Product Management and Procurement) in the Aerospace and Telecommunications sectors and ran a distribution business specializing in engineering supplies. He has undertaken training and consultancy work for a variety of clients, including the Routes to Market Association (Via International), ADNATCO, Krone (UK) Technique Ltd (now CommScope).

Dr. Hopkinson is an experienced doctoral supervisor and examiner, with students based in UK, German, France, Switzerland and Dubai working in areas of social media and customer engagement, buyer-seller and salesperson-customer relationships and B2B marketing and branding.

Dr. Hopkinson's research interests lie principally in the areas of relationship marketing and the management of customer and intermediary relationships. His research focuses on the management of independent channels of distribution in the financial services sector and has examined, for example: the nature and role of commitment in relationship maintenance; the dimensions, determinants and consequences of relationship quality; and the barriers to successful channel management.

Dr. Hopkinson is also interested in aspects of responsible marketing and business practice and has been involved in several initiatives seeking to promote responsible management education, including UN PRME, the UN and EFMD backed Globally Responsible Leadership Initiative (GRLI) and the 50+20 Education for the World project.