Image of Daniel Hsiang Hsu

Daniel Hsiang Hsu

Liverpool Business School

Faculty of Business and Law

Daniel Hsu joined Liverpool John Moores University in 2022 as Lecturer in Digital Marketing & Analytics within Liverpool Business School. He obtained a BSc and an MBA both from the National Taipei University of Technology, Taiwan. During the study, he was awarded an overseas exchange scholarship to the Institute of Technology Sligo, now Atlantic Technological University, Ireland. Daniel also received an MSc (Distinction) and other awards from Ulster University, Northern Ireland, including the Santander Scholarship Award and the Pure Running Award for excellence of top mark in Digitising Marketing. Before moving into academia, Daniel worked in the 3D printing industry as a Digital Marketing Communications Specialist (EU/US markets) and later a Product-Marketing Project Manager, focused on overseeing the launch of industrial-grade professional 3D printers from development to release.

Teaching Interests:
Daniel is passionate about learning and teaching (L&T) in Higher Education, particularly with the use of technology in the classroom to promote active learning. He worked as a Casual Lecturer (2020-2022) in the subject of marketing and management at Ulster University, where he received the Distinguished Collaborative Education Excellence Fellowship award in 2022, in recognition of the positive impact on L&T. Daniel is also an Associate Fellow of the Higher Education Academy (AFHEA) and an Associate Member of the Association for Learning Technology (ALT). In addition to the supervision of BA and MSc research projects, his current teaching responsibilities at LJMU include modules:
• Digital Marketing Communications (PG) (2022-)
• Media Production Management (UG) (2023-)
• Practical Digital Marketing Skills (UG) (2022-) - Module Leader

Previously Taught at LJMU:
• Data Analysis Techniques for Business (FND) (2022/23)
• Digital Marketing (UG) (2022/23 & 2023/24)

Modules Taught Elsewhere:
• Academic Foundations for Business (UG)
• Digital and Marketing Nexus (UG)
• Digitising Marketing (PG)
• Digital Transformation - Help to Grow: Management (SME owner-managers in Northern Ireland)
• Principles of Management (UG)

Research Interests:
Daniel has broad research interests in the areas of digital marketing, social media, content marketing and marketing technology (MarTech), particularly in the context of small business. He is a current PhD candidate within Ulster University Business School. Daniel’s doctoral research project focuses on how small firms use digital technology as a resource to manage customer relationships. He has presented his research internationally at a range of events and conferences, including:
• The Academy of Marketing Conference (2022)
• The Global Research Conference on Marketing and Entrepreneurship Conference (2021 & 2022)
• The Institute for Small Business and Entrepreneurship - ECR/A Spring Symposium (2022)
• The Irish Academy of Management Conference (2021)


Chinese (Mandarin)


2017, Ulster University, United Kingdom, MSc Marketing
2014, National Taipei University of Technology, Taiwan, MBA Services & Technology Management
2012, National Taipei University of Technology, Taiwan, BSc Computer Science & Information Engineering


2022, Higher Education Academy, Associate Fellow of the Higher Education Academy (AFHEA)

Academic appointments

Lecturer in Digital Marketing & Analytics, Liverpool Business School, Liverpool John Moores University, 2022 - present
Casual Lecturer, Department of Management, Leadership and Marketing, Ulster University, 2020 - 2022

Journal article

Bustard JRT, Hsu DH, Fergie R. 2022. Design Thinking Innovation Within the Quadruple Helix Approach: a Proposed Framework to Enhance Student Engagement Through Active Learning in Digital Marketing Pedagogy Journal of the Knowledge Economy, DOI Publisher Url Public Url

Conference publication

Hsu T-H, McCartan A, Quinn B. Responding To the Pandemic: The Opportunities of Digital Technology for Small Food Service and Hospitality Businesses in Changing Market Dynamics Academy of Marketing Conference

Hsu T-H, McCartan A, Quinn B. The Impact of Marketing Capabilities on Digital Transformation for Small Firms in a Crisis Environment Irish Academy of Management Conference

Hsu T-H, McCartan A, Quinn B. Content Is King? Exploring the Effect of Content Marketing Capabilities on Customer Relationships in Small Firms Global Research Conference on Marketing and Entrepreneurship

Bustard J, Hsu T-H, Withers R. Reenergising the Online Classroom: Effects of Design Thinking and Active Learning for Boosting Student Engagement in Digital Marketing Pedagogy and Beyond Global Research Conference on Marketing and Entrepreneurship

Other invited event:

Visiting Lecturer, Ulster University Business School, Delivering the module of 'Digital Transformation' for the Help to Grow: Management Progamme (SME owner-managers in Northern Ireland). 2023

Guest Lecturer, University of Exeter Business School, Delivering the session of 'Content Marketing & Optimised Digital Communications' for both UG and PG Students. 2022


Teaching & Learning Excellence Award in the category of Distinguished Collaborative Education Excellence Fellowship Award, Ulster University, 2022

The Learning and Teaching Enhancement Fund for the project titled: "The MarTech-Lab Collaboration: Enhancing Student Employability and Learning Experience in the Marketing Technology Landscape", Liverpool Business School, 2022

Membership of professional bodies:

Associate Member, Association for Learning Technology (ALT). 2022

Member, Academy of Marketing (AM). 2022

Member, Institute for Small Business and Entrepreneurship (ISBE). 2022

Member, Irish Academy of Management (IAM). 2021


Associate Fellow (AFHEA), Higher Education Academy. 2022