Paul Hopkinson

Associate Head of School, School of Social Sciences and Edinburgh Business School, Dr

  • EH14 4AS

    United Kingdom

Accepting PhD Students


Research output per year

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Personal profile


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.

Research interests

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.

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Research Output

Exploring the Use of AI to Manage Customer Relationship

Hopkinson, P., Perez-Vega, R. & Singhal, A., 2 Jul 2018, Proceedings of the 51st Academy of Marketing Conference.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Open Access
92 Downloads (Pure)

Fundamentals of Marketing

McKay, G., Hopkinson, P. & Ng, L. H., Mar 2018, Oxford, UK: Goodfellow Publishers. (Global Management Series)

Research output: Book/ReportBook

Marketing in Transition: Harnessing technology whilst embracing sustainability and traditional values

Hopkinson, P. J., Mar 2018, Fundamentals of Marketing. Oxford, UK: Goodfellow Publishers, p. 209-232 (Global Management Series).

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Citations (Scopus)

Measuring and Managing the Relationship Quality of Social Media based customer relationships

Singhal, A., Hopkinson, P., Fattah, S. & Perez-Vega, R., 2018, Proceedings of 5th European Conference on Social Media. Cunnane, V. & Corcoran, N. (eds.). ACPI, p. 283-290 8 p.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

A time comes when silence becomes betrayal: the Indian expatriate perspective of social marketing

Framroze, K., Verhoeven, H., Hopkinson, P. & Mashood, N., 8 Aug 2017, In : International Journal of Sustainable Society. 9, 1, p. 94-117 24 p.

Research output: Contribution to journalArticle

  • Activities

    • 7 Participation in workshop, seminar, course
    • 1 Membership of committee
    • 1 Other
    • 1 Invited talk

    9th CET (Customer Engagement Technology) Conference Middle East

    Paul Hopkinson (Speaker)

    5 Apr 2017

    Activity: Talk or presentationInvited talk

    UK Senior Executives' Seminar, Prince of Wales's Business and Sustainability Programme,

    Paul Hopkinson (Participant)

    11 Apr 201114 Apr 2011

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

    UN PRiME Summit: “Partnership in Responsibility: Embedding PRME in Support of the Corporation of the 21st Century”

    Paul Hopkinson (Participant)

    7 Jun 20118 Jun 2011

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

    11th General Assembly, Globally Responsible Leadership Initiative (Event)

    Paul Hopkinson (Member)

    Oct 2011

    Activity: MembershipMembership of committee

    Developing Leaders for a Sustainable Future, The Work Foundation, University of Lancaster

    Paul Hopkinson (Participant)

    22 Feb 2011

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course