Alex Scher-Smith

Alex Scher-Smith is a Lecturer in Marketing at Henley Business School University of Reading, where he is the module convenor for MM255 Marketing Management. He holds experience teaching across undergraduate and postgraduate courses, alongside actively supervising dissertations across undergraduate and postgraduate degrees in Marketing, Business and Management.

His area of research interest lay within the emerging practices of service marketing specifically looking at service robotics in service marketing contexts, computer to human interactions, technological adoption with a reflection on the wider impact on digital consumption, artificial intelligence, machine learning applications, learning styles, and consumer behaviour. Other areas of interest incorporate the usage of chatbots in digital marketing environments, internet of things with particular attention to smart device applications, service innovation, customer engagement in automated service interactions, technology consumption and social media.

Alex is also an Associate Fellow of the Higher Education Academy. His specialisms deploy a mixed method approach, with a particular focus upon quantitative analysis techniques through the use of SPSS and Smart PLS adopting Structural Equation Modelling. Prior to his academic career, he has over a decade of experience across the media and marketing industry working across Europe and East Asia.

Taught Modules

Marketing Management (MM255)