Daniel Hsiang Hsu, (PhD Researcher)

I love sharing knowledge and learning from others with different life experiences. My teaching and research interests are in the areas of digital marketing, social media marketing, and content marketing, particularly in relation to marketing technology (MarTech) and more generally how companies/organisations use digital technology as a resource and how digital content can improve effective customer relationships.

I began my PhD journey at the Ulster University Business School in 2019 under the supervision of Dr Aodheen McCartan, Professor Barry Quinn, and Professor Mark Durkin. My research interests lie at digital marketing in the context of a small business. This study is funded by the Vice-Chancellor's Research Scholarships (VCRS) from Ulster University.

Prior to starting my doctorate, I received a Masters (MSc) in Marketing from Ulster University in 2017. I was awarded with a Santander scholarship and the Pure Running award for excellence of top mark in the module of Digitising Marketing. My dissertation was under the supervision of Dr Damian Gallagher in developing a conceptual framework for micro-enterprise in rural North West Ireland to adopt digital technologies.

Responsibilities & Affiliations

• Member of Ulster University's BAME Network.
• Member of UUBS Athena SWAN Self-Assessment Team (SAT).
• Student Ambassador of the Global Engagement Office.
• Membership of the Academy of Marketing (AM).
• Membership of the Institute for Small Business and Entrepreneurship (ISBE).
• Membership of the Irish Academy of Management (IAM).

Digital Marketing/Business Modules Taught:

• Digital and Marketing Nexus (UG)
  • Introduction to Digital Transformation & SEO in Practice
  • Solution Development Workshop on Digital Marketing Report
• Digital Business Management (UG) - Marking Assistance
• Digitising Marketing (PG)
  • Search Engine Optimisation (SEO) Fundamentals
  • ALT Marketing Design Thinking Workshop

Other Marketing/Business Modules Taught:

• Academic Foundations for Business (UG)
• Managing People (UG) - Marking Assistance
• Principles of Management (UG)
• Retail Marketing (UG)
  
  • Content Marketing in Digital Communications: The Power of Storytelling & User-Generated Content (UGC)

Having completed a Bachelor's degree (BSc) in Computer Science and Information Engineering at Taipei Tech (2012) in Taiwan, Daniel also gained an MBA degree in Services and Technology Management at Taipei Tech (2014). During the study, he won the overseas exchange scholarship from Taiwan to Institute of Technology Sligo in Ireland for a half year. The courses were taken in Digital Marketing and Managing People in Business. From 2017-2019, Daniel served as a Digital Marketing Communications Specialist and then a Product-Marketing Project Manager for a 3D printing company in Taiwan. His previous studies and the industry experience subsequently developed into his current PhD project.

International education allowed Daniel to free up new dimensions to the life and face the globalising world with optimism. Since then, he has been passionate about education equality and diversity with respect to religion, race, sexuality, age and economic background. He had delivered more than 20 speeches to over a thousand Taiwanese schoolchildren sharing how his original scholarship allowed his completion of international higher education studies (2015-2017).

Academic Qualifications

• MSc, Ulster University (Newtownabbey, Northern Ireland)
  
  • Supervised by Dr Damian Gallagher
• MBA, National Taipei University of Technology (Taipei, Taiwan)
  
  • Supervised by Associate Professor Ming-Kuen Chen
• BSc, National Taipei University of Technology (Taipei, Taiwan)

Digital Marketing, Small Business Marketing, Content Marketing, Social Media, Customer Relationship