EXPERIENCES AT KEDGE BUSINESS SCHOOL

Aleksej HEINZE Associate Professor in Digital Marketing KEDGE BUSINESS SCHOOL PROFESSIONAL +33 (0) 4 91 82 73 03 aleksej.heinze@kedgebs.com EDUCATION 2014 Award in Search Marketing at the Institute of Digital and Direct Marketing (IDM). London/ UK 2003-2008 PhD: Blended E-learning an interpretive action research study at the Informatics Research Institute, University of Salford, Salford/ UK 2007-2008 Postgraduate Certificate in Higher Education Practice and Research at the University of Salford, Salford/ UK 2000-2003 BSc (Hons) in Business Information Systems (First Class) at the University of Salford, Salford/ UK EXPERIENCES AT KEDGE BUSINESS SCHOOL Courses allocated to teach 2017- Digital Marketing Strategy, Bordeaux and Marseille campus - Master 2017- Digital Marketing, Shanghai campus, EMBA 2017- Personal Branding Online, online course - PGE 2017- Research Activities (Publications listed at end) Interests Digital Marketing: Digital Marketing Education, Digital Marketing Strategy, Search Engine Optimisation, Social Media Optimisation, word of mouth marketing, content marketing, mobile marketing, viral marketing, digital analytics Digital Business: digital business models, digital transformation, digital maturity, digital innovation Other Academic Activities 2013- Member of the Institute of Direct and Digital Marketing (IDM) / UK 2005- Practitioner membership of the HE Academy / UK

2 Aleksej HEINZE OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH 2003-2017 My research outputs were included in both the UK s Research Assessment Exercises (RAE) 2008 and the Research Excellence Framework (REF) 2014. At REF 2014 I was the author of an impact case study to Unit of Assessment 19, this unit scored 40% at 4* for impact. Positions held 2017 Academic Unit Head: Marketing & Strategy, Salford Business School, Salford / UK 2009-2017 Senior Lecturer, Salford Business School, Salford/ UK 2012-2017 Co-Director Centre for Digital Business, Salford /UK 2014-2017 Social Media Champion, Salford Business School, Salford /UK 2015-2017 External Examiner, University of Hull, Hull / UK 2015-2017 External Examiner, University of Wolverhampton, Wolverhampton / UK 2013-2015 External Examiner, University of Northumbria, Northumberland / UK 2011-2012 Acting Associate Head for Enterprise and Engagement, Salford Business School, Salford / UK 2009-2011 Director of Open Programmes, Salford Business School, Salford / UK 2006-2009 Lecturer, Salford Business School, Salford / UK Courses taught PhD supervisions to completion 2008-2017 Doctoral school contribution on the use of NVivo and supervision of doctoral students to completion: Dr Eman Bukhari; Dr Fayiz Shrafat; Dr Zuwainah Allamki; Dr Anthony Ofoegbu; Dr Seyed Mojtaba Poor Rezaei; Dr Mona Nasser; Dr Aber Wazzan; Dr Hanan Four; Dr Ghassan Al Khatib Doctoral thesis examiner 2 external, 2 internal and 2 MPhil dissertations Courses taught executive education 2015-2017 Digital and Social Media Marketing Massive Open Online Course (MOOC) via iveristy.org / global audience of over 14k students 2014-2017 Search and Social Media Marketing one-day executive training part of CEBA programme, Manchester and London / UK, 2002-2003 Search and Social Media Marketing evening course in collaboration with a range of digital marketing agencies, Salford Professional Development, Salford / UK Courses taught Masters 2017 Visiting faculty on Digital Marketing and Metrix programme masters, S P Jane School of Global Management, Dubai 2017 Digital Business, Salford MBA, Salford Business School, Salford, UK 2012-2016 Search and Social Media Marketing, Salford Business School, Salford / UK 2015-2016 Digital Marketing and Analytics, Salford Business School, Salford / UK

Aleksej HEINZE 3 2009-2017 Postgraduate dissertation supervisions, Salford Business School, Salford / UK 2013-2014 Postgraduate dissertation supervisions, Manchester Business School, Manchester / UK Courses taught Bachelors 2005-2016 Search and Social Media Marketing, Salford Business School, Salford / UK 2015-2016 e-commerce Consulting and Practice, Salford Business School, Salford / UK 2011-2015 e-commerce, Salford Business School, Salford / UK 2008-2010 Search Engine Optimisation, Salford Business School, Salford / UK 2006-2010 Team Projects, Salford Business School, Salford / UK 2006-2017 Undergraduate projects and dissertation supervisions, Salford Business School, Salford / UK BUSINESS EXPERIENCE 2016- Judge at UK Search Awards, European Search Awards and Northern Digital Awards 2017 Knowledge exchange (KX) partnership with Reputation Consultancy with Dr Gordon Fletcher 80k 2017 Consultancy for Allott and Associates Ltd - 1500 2017 Knowledge exchange (KX) partnership with Hydro-X with Dr Marie Griffiths and Alex Fenton 80k 2016 Consultancy for Innovas Consulting Solutions Ltd Carmarthen Digital Centre: Lessons from other Digital and Creative Centres and Clusters with Dr Gordon Fletcher and Dr Marie Griffiths - 1500 2013-2016 EU project leader - Joint European Masters in Search and Social Media Marketing (JEMSS) in collaboration with Dr Tahir Rashid and Dr Gordon Fletcher - 355k 2013-2015 EU project consortium team member - Universities and Companies Crowdsourcing in collaboration with David Kreps, Gordon Fletcher from Salford Business School - 12k 2013-2017 Commercial training course in Strategy essentials for SEO and SMO 6k pa 2012 Broughton Trust community leaders training 30k 2011-2013 EU Project leader - Passport to Trade 2.0 developing international business culture guides including social media - 262k 2011-2013 Knowledge Transfer Partnership (KTP) - Fast Web Media in collaboration with Dr Gordon Fletcher and Professor David Percey - 120k 2011 Knowledge Transfer Partnership (KTP) - Freeclaim / Tranters Solicitors - in collaboration with Dr Gordon Fletcher and Dr Yiannis Polichronakis. 120k 2010-2012 EU Project leader - Quality and Innovation in Vocational Training for Enterprise Cultural Heritage (MNEMOS) - in collaboration with Elena Vasilieva and Professor Christos Kalantaridis Grant funding 353 k 2010-2013 EU Project team member - Innovation Policy in University City Regions (INNOPOLIS) in collaboration with Professor Christos Kalantaridis -

4 Aleksej HEINZE 1,4m 2010-2017 Search & Social Media Marketing CPD course initial grant funding 8k and annual income from this course around 35k since 2011. 2010 Knowledge Transfer Partnership (KTP) with ASE PLC in collaboration with Professor Grahame Cooper 120k 2009-2011 Knowledge Transfer Partnership (KTP) with Cetus Ltd in collaboration with Professor Ben Light and Dr Marie Griffiths - 140k 2009-2011 Knowledge Transfer Partnership (KTP) Beta group in collaboration with Professor John Davies and Dr Marie Griffiths - 118k 2009 Knowledge Transfer Partnership (KTP) - with Pressurelink Contracting Ltd - in collaboration with Professor John Davies and Dr Marie Griffiths - 118k 2008 Evaluation of HEFCW's Third Mission Fund in collaboration with Innovas Ltd with Professor Christos Kalantaridis - 40k 2008 Evaluation of online research communities - Virtual Surveys Ltd with Professor Elaine Ferneley - 1.5k 2008 Manchester & Salford Enterprise Culture, Engagement & Support Pilots- Manchester City Council and Salford City Council with Elena Vasilieva and Dr Alex Avramenko - 10k 2008 Vice Chancellor Enterprise Development Fund Project is aiming to develop a Short Course in Search Engine Optimisation for Small and Medium Enterprises - 1.8k 2008 E-business project for Wall Panelling Ltd - 600 2007 Search Engine Optimisation project for Wall Panelling Ltd - 1200 with Christina Vasilica

Aleksej HEINZE 5 PUBLICATIONS Books Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. (2016). Digital and Social Media Marketing: A Results-Driven Approach, Routledge, London Chapters in books Lynch, K., A. Heinze A and E. Scott (2009). Scholarly Collaboration Across Time Zones. In J. Salmons & L. Wilson (Eds.), Handbook of Research on Electronic Collaboration and Organizational Synergy (pp. 237-249). London: Information Science Reference (an imprint of IGI Global). Articles published in refereed journals 1. Aaltonen, S., Heinze, A., de Tommaso, D,; Ielpa, G, (2015). Enterprise cultural heritage: the source for sustainable competitive advantage and survival for food sector SMEs, IJEI, 16 (2), pp. 73-83. 2. Heinze, A & Ferneley, E & Child, P. (2013), 'Ideal participants in online market research: Lessons from closed communities', International Journal of Market Research, 55(6), pp.769-789. 3. Griffiths, M., Heinze, A., & Ofoegbu, A. (2013). The Real SAP Business One Cost: a case study of ERP adoption in an SME. International Journal of Management Practice, 6(2), 199-215. 4. Heinze, A., & Procter, C. (2010). The significance of the reflective practitioner in blended learning. International Journal of Mobile and Blended Learning (IJMBL), 2(2) 5. Heinze, A. and Heinze, B (2009). Blended E-Learning Skeleton of Conversation: improving formative assessment in undergraduate dissertation supervision. British Journal of Educational Technology, Special Issue: e-assessment: developing new dialogues for the digital age, 40(2). 6. Cooper, G. and Heinze, A. (2007). "Centralisation of Assessment: meeting the challenges of Multi-year Team Projects in Information Systems Education." Journal of Information Systems Education 18, 3, 345-356. 7. Whatley, J. and Heinze, A. (2007). "Paperless Assessment via VLE: the Pros and the Cons." Innovative Learning in Action 6 (Autumn/Winter 2006): 19. 8. Lynch, K., Heinze, A. and Scott, E. (2007). "Information technology team projects in higher education: An international viewpoint." Journal of Information Technology Education, 6, 181-198. 9. Heinze, A., Procter, C. and Scott, B. (2007). "Use of Conversation Theory to underpin Blended Learning," International Journal of Teaching and Case Studies, 1, 1 & 2. 10. Heinze, A. and C. Procter (2006). "Online Communication and Information Technology Education," Journal of Information Technology Education, 5, 235-249. 11. Bell, F. and Heinze, A. (2004). "With regard to respect: a framework for governance of educational virtual communities." International Journal Web Based Communities 1(1): 19-34. Communications published in conference proceedings

6 Aleksej HEINZE 1. Iredale, S., & Heinze, A. (2016). Ethics and Professional Intimacy Within the Search Engine Optimisation (SEO) Industry. In IFIP International Conference on Human Choice and Computers (pp. 106-115). Springer International Publishing. 2. Poor-Rezaei, S. M., Heinze, A. (2014) Customer engagement persuasion process in online brand communities: social influence theory perspective, British Academy of Management Conference, Belfast 3. Aaltonen, S., Kakderi, C., Hausmann, V., & Heinze, A. (2013). Social media in Europe: lessons from an online survey Paper presented at the 18th UKAIS Annual Conference: Social Information Systems. 4. Hackett, C., Fletcher, G., & Heinze, A. (2013, 19-20 March 2013). Social Media Monitoring visualisation: What do we have to look for? Paper presented at the 18th UKAIS Annual Conference: Social Information Systems, Worcester College, Oxford, UK. 5. Faour, H., & Aleksej, H. (2013, 19-20 March). The Use of Social Media to Attract Generation Y in Organisations. Paper presented at the 18th UKAIS Annual Conference: Social Information Systems, Worcester College, Oxford, UK. 6. Aaltonen, S, de Tommaso, D, Ielpa, G, Heinze, A, Klosova, A, Vasilieva, E and Zygiaris, S. (2011). New E-Learning Approach to Exploit the Potential of Enterprise Cultural Heritage Management". ONLINE EDUCA 17th International Conference on Technology Supported Learning & Training, Berlin, Germany, November 30-December 2, 2011 7. Aaltonen, S, Heinze, A, Ielpa, G, Klosova, A, Papadopoulou, N, de Tommaso, D, Vasilieva, E and Zygiaris, S. (2011) "Past of the Firm: The Source for Sustainable Competitive Advantage and Survival?" RENT XXV Conference - Entrepreneurial, Business and Society. Bodo, University of Nordland - Norway, November 16-18 8. Aaltonen, S, Avramenko, A, Heinze, A. Catalani, A, Kakderi, C, Ielpa, G, Klosova, A, Papadopoulou, N, de Tommaso, D, Vasilieva, E and Zygiaris, S. (2011) Enterprise Cultural Heritage Management: in search of inspiration for innovation and sustainability. EBES 2011 Conference, Zagreb, Croatia October 13-15, Faculty of Economics and Business, University of Zagreb. 9. Aaltonen, S, Avramenko, A, Heinze, A, Ielpa, G, Klosova, A, Papadopoulou, N, de Tommaso, D, (2011). Enterprise Cultural Heritage Skill Gap - the study of established craft sector firms. ISBE 2011 Conference - Sustainable Futures: Enterprising Landscapes and Communities. Sheffield, UK, November 9-10, 2011 10. Heinze, A and Fletcher, G. (2011). Can we make higher education relevant to the needs of the search & social media marketing industry? in: 6th Education in a Changing Environment Conference, Creativity and Engagement in Higher Education, 6-8 July 2011, Salford, Greater Manchester. 11. Heinze, A. (2011). Search and social media marketing - current directions for educational researchers?, in: Education in a Changing Environment (ECE) 6th International Conference, Creativity and Engagement in Higher Education, 6-8-July 2011, University of Salford, Greater Manchester, UK. 12. Ofoegbu, AC, Griffiths, M and Heinze, A. (2011). Themes and challenges for service management solutions in Small and Medium Enterprises (SMEs), in: UK Academy for Information Systems 16th Annual Conference 2011, 11-13th March 2011, Oriel College, University of Oxford.

Aleksej HEINZE 7 13. Aaltonen, S, de Tommaso, D, Ielpa, G, Heinze, A, Kalantaridis, C, Vasilieva, E and Zygiaris, S. (2010), Power of the past and SME competitiveness: A European study, in: ICSB 2010, June 24-27, Cincinnati, Ohio, USA 45202. 14. Griffiths, M, Heinze, A, Light, B, Kiveal, P and Sethi, T. (2010). Facebook, YouTube, MySpace: can Web 2.0 social networking sites nudge the boardroom the evolution of CRN 2.0 research agenda?, in: UK Academy for Information Systems 15th Annual Conference 2010 Information Systems: Past, Present and Looking to the Future, 23rd - 24th March 2010, Oriel College, University of Oxford. 15. Heinze, A, Fletcher, G and Chadwick, C. (2010). From search engine optimisation to search engine marketing management: development of a new area for information systems research, in: UK Academy for Information Systems 15th Annual Conference 2010 Information Systems: Past, Present and Looking to the Future, 23rd - 24th March 2010, Oriel College, University of Oxford. 16. Ferneley, E., Heinze, A. and Child, P. (2009). Research 2.0: improving participation in online research communities. Paper presented at the European Conference in Information Systems. 17. Ferneley, E., Heinze, A. and Child, P. (2009). Research 2.0: encouraging engagement in online market research communities. Paper presented at the UK Academy for Information Systems (UKAIS). 18. Heinze, A. and C. Procter (2008). Is Blended Learning a silver bullet for part-time mature student education? Paper presented at the Blended Learning Conference 2008. 19. Lynch, K., A. Heinze, and E. Scott (2007). "Information technology team projects in higher education: An international viewpoint." 2007 Informing Science and Information Technology Conference, 20. Cooper, G. and A. Heinze (2007). Assessment challenges of Multi Year Team Projects in Information Systems Education. Manchester, Manchester University, UKAIS. 21. Heinze, A. and E. Ferneley (2006). "Blending SkillSoft into Higher Education," Innovative Learning in Action. 22. Heinze, A., C. Procter, and B. Scott (2005). The Theory and Practice of the Conversational Framework: Proposed Amendments and Enrichments. Third Education in a Changing Environment Conference, University of Salford, University of Salford. 23. Heinze, A. and C. Procter (2005). Communication - a challenge and an enabler for facilitating Blended Learning community. Socio-cultural Theory in Educational Research and Practice, Manchester, University of Manchester. 24. Heinze, A. (2005). Blended Learning in practice. Doctoral Research in Informatics 2005, University of Salford, Informatics Research Institute. 25. Heinze, A. and C. Procter (2004). Reflections on the Use of Blended Learning. Education in a Changing Environment conference proceedings, University of Salford, EDU. 26. Bell, F. and A. Heinze (2004). Developing Governance Of Educational Virtual Communities. IADIS International Conference, Lisbon, Portugal, IADIS. 27. Bell, F., A. Heinze and H. Ferris (2004). Respect and Values in Educational Discussion Fora - Towards a Progressive Governance. 9th Annual UKAIS 2004 Conference, Glasgow Caledonian University, UKAIS Media presence and public engagement

8 Aleksej HEINZE 1. 29th August 2017 The Guardian - The rise in student mental health problems I thought my tutor would say: deal with it https://www.theguardian.com/education/2017/aug/29/therise-in-student-mental-health-problems-i-thought-my-tutor-would-say-deal-with-it 2. 29th August 2017 The Guardian - How to prepare for university: dos and don ts https://www.theguardian.com/education/2017/aug/29/how-prepare-for-university-tipsstudents 3. 23rd February 2017 - Manchester Evening News - Will Trump spell an end to cheap tech? 4. 3rd February 2017 BBC One Show consultation on Fake news feature 5. 9th December 2016 TBS efm Radio South Korea radio interview Pizzagate" revelation and the dangers posed by fake news on social media 6. 6th December 2016 Digital Olympus online conference Results Driven Approach to help you Stand out from the crowd: Digital Marketing Strategy Evaluation and reverse engineering https://www.youtube.com/watch?v=hurqvtfhjd0 7. 22nd November 2016 Grow Abroad Berlin, invited speaker Linguistic and Cultural challenges 8. 3rd August 2016 Key 103 radio interview Use of inaugural use of Facebook live streaming of a premier league game Wayne Rooney Testimonial 9. 30th June 2016 - Inside Government - Developing a Digital Marketing Strategy using Buyer Persona Spring 10. 2nd August 2016 - The Guardian - Academics feel blight of Brexit from cancer research to peat projects. 11. 26th April 2016 Manchester Evening News - Concerns over how new privacy rules protect us (print and online) 12. 10th December 2015, The Times (Raconteur), The future of outsourcing, (print and online) 13. 11th November 2015, BBC North West Tonight, Video Case study of Social Media use for business 14. 8th June 2015, Manchester Evening News, How security powers could affect your firm 15. 30th April 2015, techradar.com, Why the drop in global IT spending isn't disastrous by any means 16. 24th April 2015, cmo.com, Implications For Marketers From EU Vs Google 17. 12th March 2015, The Times, It's no optical illusion, it's simply social 18. 17th March 2015, hrmagazine.co.uk, Getting your enterprise social network strategy right 19. 1st March 2015, HR Magazine, Social butterfly (8,013 - print) 20. 30th January 2015, blog.insight.com, Does Google Glass Still Have a Place in Business? 21. 10th November 2014, eu.cmo.com, Skills Gap Buck Stops At The Very Top 22. 5th October 2014, The Independent, An MBA is invaluable when it s hard to predict what lies ahead (61,527 print) 23. 2nd July 2013, BBC Radio Lancashire/ Manchester, Guest speaker on mobile phone use etiquette in business

Aleksej HEINZE 9 24. 4th November 2013, BBC Radio 5, Guest speaker on digital display advertising introduction at Tesco petrol stations DISTINCTIONS 1. Vice-Chancellor s Distinguished Teaching Award (VCDTA) 2016, University of Salford, Salford, UK 2. Dean s Impact Award, Salford Business School, University of Salford, Salford, UK 3. Vice-Chancellor s Distinguished Teaching Award (VCDTA) 2015, University of Salford, Salford, UK 4. Vice-Chancellor s Distinguished Teaching Award (VCDTA) 2014, University of Salford, Salford, UK 5. EU Search award 2014 - Best use of search third sector for the businessculture.org website and the Passport 2 Trade 2.0 project team 6. Digital Entrepreneurs Award 2014 Large Digital Team of the Year Centre for Digital Business, Salford Business School, Salford / UK OTHER PERSONAL INFORMATION Languages: Russian (mother tongue), German, English and elementary French Hobbies Cycling, gym, travel and Latin-American ballroom dancing