Ali Baig

Lecturer in Marketing and Advertising

Year One Tutor
Link Tutor (SHAPE, Hong Kong)

School of Marketing and Management
Coventry Business School
Faculty of Business and Law

Email: ali.baig@coventry.ac.uk

Biography

My teaching responsibilities include Marketing Principles and Practice Marketing, Campaign Management and Global Marketing. I supervise dissertations at undergraduate and postgraduate levels and my research interests include communicating to hard-to-reach groups, place branding and celebrity endorsement. I am also currently a Link Tutor at one of Coventry University’s partner institutions in Hong Kong, the School for Higher and Professional Education (SHAPE).

Qualifications

• PGcert (Merit), Coventry University, 2016.
• MBA (Merit), University of Bradford, 2004.
• BMedSci (Hons), University of Nottingham, 1997.

Research interests

I am currently researching the impact of celebrity endorsers on brands and the subsequent impact of the brand on the endorser. I am also interested in marketing to hard-to-reach communities.

Recent outputs and publications

• Baig, A., and Alcock, G. (2015) ‘Ask not what the celebrity can do for the product brand: ask what the product can do for the celebrity brand’. AM2015 - The Magic in Marketing. Held 7-9 July 2015 in Limerick, Ireland.
• Baig, M. M. A., and Trueman, M. (2013) ‘Bradford: Complex Streets, Complex Societies’. Urban Design International 125 – Winter 2013.
• Trueman, M., Cornelius, N., Liddle, J., and Baig M.M.A. (2010) ‘Doing good in a post industrial city: Public policy, communications and regeneration’. in Towards effective place brand management: branding European cities and regions. Ed. by Ashworth, G.J., and Kavaratzis, M. Cheltenham: Edward Elgar.
• Trueman M., Baig M.M.A., Cornelius, N., and Liddle, J. (2007) ‘Doing good in a post-industrial city: Public policy, communications and regeneration’. Academy of Marketing. Held 3-8 August 2007 in Philadelphia, Pennsylvania, USA.
• Trueman M., Baig M.M.A., and Cook, D. (2005) ‘Anyone for hanging baskets? Re-building business confidence and shaping society in a multi-ethnic city’. Academy of Marketing. Held 4-8 July 2005 in Dublin, Ireland.

Teaching modules

• 102MKT
• 207MKT
• 307MKT
• Summer School

Areas of expertise

• Principles of Marketing                 
• Global Marketing          
• Marketing Communications