Dr Jeff McCarthy

Jeff McCarthy profile picture

Dr Jeff McCarthy CMBE, SFHEA, FCIM, FIDM

Reader in Digital Capability and Employability; Faculty Graduate Outcomes and Alumni Lead; Faculty Employability co-Lead; Co Chair Faculty Employability Committee

My profile

Biography

Senior digital marketing specialist, Faculty Graduate Outcomes and Alumni Lead. Faculty Employability co-Lead. University Lead for iDEA Award. PhD is “Evolving Approaches to Social Media Marketing Strategy of English Football Clubs: A Brand Perspective”.

Jeff is a 5x Award-winning blogger with http://runeatrepeat.co.uk who joined the Operational Board of the Manchester Publicity Association (MPA) in February 2015. Appointed to Data & Marketing Association (DMA) North Council Talent Hub in November 2018. Appointed to BIMA Digital Day Council and North West & Yorkshire Council in February 2023. 

Leadership Roles & Experience

  • Faculty Graduate Outcomes and Alumni Lead (FoBL)
  • Faculty Employability co-Lead (FoBL)
  • iDEA Award Lead for Manchester Metropolitan University
  • Highly experienced Programme Leader (especially innovative PG & Exec Ed)
  • Highly experienced Unit Leader (UG & PG)
  • Digital literacy lead in award-winning RISE programme 

External Examiner Roles & Experience

  • Leeds Beckett University (Leeds Business School), started Sep 2023 
  • Staffordshire University: L6 & L7 Marketing programmes, started Sep 2021
  • Northumbria University: External Specialist for University Approvals Panel for “Digital Marketer Integrated Degree Apprenticeship (DMIDA)” in 2019
  • Leeds Beckett University: Approvals Panel for “BA (Hons) Sports Marketing” in 2015

Industry Roles

Prizes & Awards

  • Multiple projects & programmes led have been case studies in AACSB and EQUIS accreditations
  • 2015 Knowledge Exchange Award
  • Nominated for “Lecturer of the Year” in Educate North Awards 2016
  • Nominated Outstanding Innovation in Learning and Teaching (Staff Awards 2016).
  • Awarded 2x Student Experience Grants 2015:
  1. Student mentoring
  2. Showcase Your Creative and Digital Skills event
  • Awarded place at CADE 2015 event (Venice) May 2015
  • Best Academic Paper Award, MindTrek 2011: “Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs”

BLOGGER AWARDS http://runeatrepeat.co.uk/

  • Winner: GLOBAL RunUltra Blogger Award 2018
  • Winner: UK RunUltra Blogger Award 2018
  • UK Blog Awards finalist 2018
  • The Running Awards finalist 2018
  • Winner: UK RunUltra Blogger Award 2017
  • 3rd: Global RunUltra Blogger Award 2017
  • Winner: Best Reader Blog Award 2015, Trail Running Magazine
  • Winner: Best UT55 Review, Ultimate Trails
  • Best Outdoor Activity & Health Blogs, Winfields Outdoors

Membership of professional associations

Senior Fellow of Higher Education Academy

Certified Management and Business Educator (CABS)

Fellow of Chartered Institute of Marketing

Fellow of Institute of Direct and Digital Marketing

Get in touch

0161 247 6751
6.31 Business School

Impact

Leading role in DMA North initiative on Artificial Engagement. A major project that will shape industry policy and practice. 

Track record of increasing Graduate Outcomes for Manchester Metropolitan students, particularly through industry collaboration. Led GO increase of 10% for co2020.

iDEA Award lead at Manchester Metropolitan University, launching the initiative in May 2017. A World First in this being a cross-University roll out. Success has been so extensive that iDEA Award is now embedded into major new “RISE” cross-University initiative. I am leading on the core ‘Digital Skills’ intensive of this project. I am now leading a group of HE and FE institutions regarding sharing of best practice. 

Teaching

PhD:

Potential supervision subjects or methodologies related to my own research:

  • Social media marketing strategy
  • Social media brand communities
  • Football / soccer / sport
  • Digital marketing
  • Qualitative methods

Post Graduate:

  • Unit Leader for “Strategy for Digital” L7 unit between 2009/10 and 2022/23
  • co Unit Leader for PG Dissertation unit on Exec Ed MSc Digital Marketing programme since 2022/23
  • Unit Leader on multiple iterations of Digital Comms Strategy L7 unit for Exec Ed programme: Blended learning, 100% online
  • 10+ years of supervising post graduate Dissertations

Under Graduate

  • Unit Leader for L6 Digital Marketing Campaign Management from 2023/24
  • Unit Leader on L6 Digital Communications Campaign Management from 2022/23 on Digital Marketing Degree Apprenticeship (DMDA) programme
  • Unit Leader on L5 Managing Social Media Practice (on DMDA) from 2021/22
  • 10+ years of supervising final year Dissertations and Research Projects
  • 2+ years of supervising Degree Apprenticeship End Point Assessments (EPAs)
  • Tutor and/or Unit Leader on L6 Strategic Communications and Advertising Planning between 2009/10 and 2021/22
  • Highly experienced on multiple L5 & L6 units that involve digital marketing

Courses

MSc

Digital Marketing Communications

Postgraduate
BA (Hons)

Business and Marketing

Undergraduate
BA (Hons)

Advertising and Brand Communications

Undergraduate

Supervision

Supervision of at least 4x PG supervisions every academic year. They tend to specialise in digital marketing and sport marketing.  Students include FT PGT, Exec Ed, FT UG and DMDA.

Research outputs

Published:

Reviewer:

  • 2015: 10 reviews for: AOM 2013 (x4); IJIM (x1); EASM 2015 (x5)
  • 2014: 1 review (Internet Research) “Excellent review! Thanks!”
  • 2013: 3 papers for: AOM 2013.
  • 2012: 9 papers for: BAM 2012 (x2); BAM 2011 (x2); RIBM 15th Doctoral Symposium (x2); MindTrek 2012 (x2), Journal of Place Management and Development 2012 (x1).

Conference Proceedings:

  • McCarthy, J. (2021) What’s the Big iDEA? Embedding digital skills & employability to enrich and future-proof the curriculum, Proceedings of Learning, Teaching & Student Experience 2021, Chartered Association of Business Schools, Online. Jun 29-30.
  • McCarthy, J., Keegan, B.J, Rowley, J. (2019) Football club social media strategies in a tribal and polarised climate, Proceedings of The Football Collective Conference 2019: From Grassroots to hyper commodification, Sheffield.
  • McCarthy, J. and Keegan, B.J. (2016) The evaluation of social media use: A longitudinal study. In McLeay, F., Woodruffe-Burton, H., Hart, D., Coates, N. (eds.) Proceedings of the Academy of Marketing Conference 2016: Radical Marketing, Academy of Marketing, Newcastle.
  • McCarthy, J. (2012) Reflections on Business Research: Challenging Convention. In NARTI 8th Annual Doctoral Colloquium 2012, Newcastle University Business School, Jul 10-11.
  • McCarthy, J., Pioch, E., Rowley, J. and Ashworth, C.J. (2012) “The Practice of Business Research: Akin to Orienteering”. In: Harrigan, P. and Harris, L. (eds.) Proceedings of the Academy of Marketing Conference 2012: Marketing: Catching the Technology Wave, Academy of Marketing, Southampton.
  • McCarthy, J. (2012) Kick it into the long grass: The instinctive response of Football Clubs to online fan communities. In 1st Manchester Metropolitan University Football and its Communities Conference 2012, Manchester Metropolitan University, Jun 1.
  • McCarthy, J. (2012) Reflections on Business Research: Working Backwards, Forwards, Sideways. In 15th Annual Doctoral Symposium 2012, Manchester Metropolitan University, Mar 14-15.
  • McCarthy, J. and McLean, R. Wainwright, D. (2010) Football social media: playing the game, but where is the trust?. In 3rd Digital Cultures Workshop: Navigating Multiplicity 2010, University of Salford, Jul 1-2.
  • McCarthy, J. (2009) Social Network Sites and Football: Key issues for football club marketers. In 12th Annual Doctoral Symposium 2009, Manchester Metropolitan University, Mar 25-26.

Other Research Development:

  • Nominated “Rising Researcher” category for AACSB accreditation celebration event 2016
  • Awarded place at CADE 2015 (Venice). Attending May 2015.
  • MMUFC RKE Cluster member and 2013 Parallel Session Chair
  • Attended NARTI 2012 colloquium.
  • Attended NARTI “Advanced Case Study Research” workshop, Hines, T., October 2012.
  • Attended Academy Of Marketing 2012, 2011.
  • Attended RED “Poster design and presentation” workshop, 2011.
  • Attended [RIBM] Annual Doctoral Symposium 2009, 2010, 2011, 2012.

Academic Communities:

  • Editorial Manager Cogent Social Sciences - Sport (Apr 2022)
  • Editorial Board of The Football Collective (2017 – present)
  • Post-graduate research student member of the Business Transformations UCRKE.
  • Previously member of the following Research Clusters: Member of “The Centre for the Study of Football and its Communities, Creative Industries, MMUFC RKE; Digital Cluster; Sport; Consumer Behaviour.

Other Research Impact:

  • Futsal Industry Conference 2019 “Building an Online Audience in Emerging Sports”, Manchester, March 2019.
  • University of Wolverhampton 2019, PhD Findings, April 2019.
  • University Campus of Football Business, 2013, MRes Findings, March 2013.
  • University Campus of Football Business, 2012, MRes Findings, Feb 2012.
     

MMUFC RKE
Digital and Social Marketing Communications
Sport
Consumer Behaviour
Speaker at DS Manchester, Apr 2014. Excellent social media reviews.
Conference speaker: Internet World, Digital Cultures, TFM&A
Blog contributor: Republic of Digital; The Conversation.

  • Chapters in books

    Rowley, J., Ashworth, C., McCarthy, J. (2014) 'Social Media: The Issues, Benefits and Strategies for Brands.' In Lee, I. (ed.) Integrating Social Media Into Business Practice, Applications, Management and Models. Hershey: IGI Global, pp. 98-126.

  • Journal articles

    McCarthy, J., Rowley, J., Keegan, B.J. (2021) 'Social Media Marketing Strategy in English Football Clubs.' Soccer and Society, 23(4-5) pp. 513-528.

    McCarthy, J., Rowley, J., Ashworth, C.J., Pioch, E. (2014) 'Managing brand presence through social media: the case of UK football clubs.' INTERNET RESEARCH, 24

    Watson, C., McCarthy, J., Rowley, J. (2013) 'Consumer attitudes towards mobile marketing in the smart phone era.' International Journal of Information Management, 33(5) pp. 840-849.

    McCarthy, J. (2007) 'M-Commerce - Generating Revenue From Content and Mobile Portals.' Journal of Direct, Data and Digital Marketing Practice,

    McCarthy, J. (2006) 'New Technology Briefings: E-catalogues and e-brochures: Their part in record e-retail figures.' Journal of Direct, Data and Digital Marketing Practice, 8(2) pp. 151-161.

    McCarthy, J. (2004) 'New Technology Briefing: E-brochures increasing online profit.' Interactive Marketing, 6(2) pp. 165-175.

  • Conference papers

    McCarthy, J., Rowley, J., Keegan, B. (2019) 'Football club social media strategies in a tribal and polarised climate.' In Football Collective 2019. 28/11/2019 - 29/11/2019.

    McCarthy, J., Keegan, B.J. (2016) 'The evaluation of social media use: A longitudinal study.' In Academy of Marketing Conference. Newcastle, 4/7/2016 - 7/7/2016.

    Ashworth, C.J., Rowley, J., McCarthy, J. (2014) 'Football Versus Fashion: Strategic Approaches, Impact and Value Creation Opportunities Arising From the Exploitation of Social Media in the UK Market.' In 21st International EIRASS Conference - Recent Advances in Retailing & Services Science. Bucharest, Romania, 7/7/2014 - 10/7/2014.

    McCarthy, J. (2014) 'Digital in Sport: Disrupting and Levelling the Playing Field.' In Digital Sport. Digital Sport, Manchester, United Kingdom, 17/4/2014 - 17/4/2014.

    McCarthy, J. (2012) 'Reflections on Business Research: Challenging Convention.'

    McCarthy, J. (2012) 'Reflections on Business Research: Working Backwards, Forwards, Sideways.'

    McCarthy, J., Pioch, E., Rowley, J., Ashworth, C.J., Harrigan, P., Harris, L. (2012) 'The Practice of Business Research: Akin to Orienteering.'

    McCarthy, J., Pioch, E., Atkinson, C. (2011) 'Social network sites and relationship marketing communications: Challenges for UK football clubs.' In MindTrek Conference 2011. Tampere University of Technology, Tampere, Finland, 29/9/2011 - 29/9/2011. Lugmayr, A., Franssila, H., Safran, C., Hammouda, I. (ed.) ACM, pp. 145-152.

    McCarthy, J. (2011) 'Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs.'

    McCarthy, J. (2010) 'UK Sports Network.' In UK Sports Network. Preston, UK, 22/4/2010 - 22/4/2010.

    McCarthy, J. (2009) 'Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs.'

Career history

Some key achievements before HE

Highly experienced speaker/trainer for CIM, IDM, Econsultancy, MMUBS and more. In-company training for CIM Academy.

One of the very first marketers to receive the IDM CPD Award (Feb 2006). Internationally published author in practitioner and academic journals, such as Internet Research & the Journal of Direct, Data and Digital Marketing Practice.

Specialties: Particularly strong track record in sports marketing, mail order, retail, B2B, online gaming & sports betting with such names as:

Arsenal FC | Barefoot Botanicals | Blue Sheep | DSGi Business | InternationalSportsGroup | JJB Sports | John Lewis | Littlewoods Gaming & Retail | Liverpool FC | Marks & Spencer | Neals Yard Remedies | Newcastle United FC | PUMA | Reading FC | Sweet & Maxwell | Verbatim

“…your help throughout the year is much appreciated…you have been great to work with.”