Dr Elvira Bolat Senior Lecturer in Marketing and Digital Marketing Consultant, Department of Marketing, Faculty of Management, Bournemouth University Tel: 01202 968755 / 07415 860994 Email: ebolat@bournemouth.ac.uk ACADEMIC QUALIFICATIONS Bournemouth University PhD, Thesis titled: Mobile technology
Bournemouth, United Kingdom
08/2015
Bournemouth, United Kingdom
07/2015
Bournemouth, United Kingdom
10/2010
Moscow, Russian Federation
09/2009
Newcastle
06/2008
capabilities and their role in service innovation practices in creative SMEs Bournemouth University PG Certificate in Education Practice Bournemouth University MSc Management with Marketing Finance Academy under the Government of Russian Federation Baccalaureate in Economics Northumbria University BA
(Hons)
Finance
and
Investment
upon
Tyne,
United
Kingdom
Management
TEACHING & APPOINTMENTS Senior Lecturer in Marketing
Bournemouth University
Profile of Teaching PG: Advanced Marketing
1/09/2016current
(MBA, unit leader) Profile of Teaching UG: Digital (Interactive) Marketing (Unit Leader); Digital Marketing and Communications (Unit Leader) Global Engagement Leader, Department of
Bournemouth University
Marketing
Programme Leader, BSc (Hons) Marketing
1/11/2015 current
Bournemouth University
1/05/2013-
current
Faculty of Management Ethics Champion
Bournemouth University
1/10/2016 – current
PhD Research Forum Co-lead, Faculty of
Bournemouth University
Management
1/12/2015current
Lecturer in Marketing
Bournemouth University
1/11/201231/08/2016
Profile of Teaching PG: The Connected Consumer (Unit Leader); Research Methods; Contemporary Issues in Marketing; Marketing Communications (Unit Leader) Profile of Teaching UG: Digital (Interactive) Marketing (Unit Leader); Development management competencies; Introduction to Management
Part-time Lecturer
Bournemouth University
Marketing and management related subjects
01/2011
–
10/2012
EMPLOYMENT Managing Director’s Assistant
Moscow, Russia
RusElAvto (Cargo, Transportation and
12/2006
–
09/2007
Construction Company) Specialist of 1st Category
Moscow, Russia
Contracts Department, Transneft, Centre of Project Management
RESEARCH ACTIVITY
07/2006 09/2006
–
Journal Articles
•
Bolat, E. and O’Sullivan, H., 2017.
Radicalising the marketing of higher education:
learning from students-generated social media data. Journal of Marketing Management, special issue for the Academy of Marketing Conference 2016 (accepted, subject to revisions made).
•
Bolat, E. and Kooli, K. and Wright, L.T., 2016. Bolat, E., 2016. Business and Mobile Social Media Capabilities. Journal of Business and Industrial Marketing, 31 (8), 971-981. DOI: 10.1108/JBIM-10-2016-270
•
Strong, J. and Bolat, E., 2016. A qualitative inquiry into customers’ perspective on branding and the role of digital technologies in B2B: A case study of Panasonic. Journal of Customer Behaviour, 15 (1), 97-116. DOI: 10.1362/147539216X14594362873613
•
Bolat, E., 2016. Business practitioners’ Perspective on Value of Mobile Technology. Journal
of
Customer
Behaviour
15
(1),
31-48.
DOI:
10.1362/147539216X14594362873451
•
Biggins, D., Crowley, E., Bolat, E., Dupac, M. and Dogan, H., 2015. Enhancing university student engagement using online multiple choice questions and answers. Open Journal of Social Sciences, 3 (9), 71-76. DOI: 10.4236/jss.2015.39011
Book Chapter (upcoming)
•
Bolat, E., 2017 (final draft submission – Spring 2017). Luxury journey of today’s consumer: authentic multisensory experiences. In Norman, J. and Sekhon, Y. Luxury and the senses: The past, present and future of luxury brands and their relationship with the multi-sensory. Bloomsbury.
•
Samuelson-Cramp, F. and Bolat, E., 2017 (submitted, under review). Helping the world one ‘like’ at a time: The rise of the slacktivist. CSR in the digital economy In: Stancu, A., Grigore, G. and Borgonovi, E. eds. Corporate Social Responsibility in the Digital Economy. Bucharest, Romania: ASE.
•
Bolat E., 2017. Discovering Magic of Mobile Technology in Business: Strategic Marketing Perspective. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. DOI: 10.1007/978-3-319-45596-9_208
Case Study (upcoming)
•
Bolat, E., 2017 (final draft submission – Spring 2017). Case Study: Suntory Whisky - '3D shaped ice cubes'. In Norman, J. and Sekhon, Y. Luxury and the senses: The past, present and future of luxury brands and their relationship with the multi-sensory. Bloomsbury.
•
Bolat, E., 2017 (final draft submission – Spring 2017). Case Study: BURO 24/7 'Aspiring Luxury Lifestyle - Building the Sense of Community's'. In Norman, J. and Sekhon, Y. Luxury and the senses: The past, present and future of luxury brands and their relationship with the multi-sensory. Bloomsbury.
Conferences
•
Akcay, E., Kooli K. and Bolat E., 2017.
Conceptualising Cross-Category Brand in
Emerging Country Context: Merging Associative Network Memory Model and Resource Based View. In
2017 Annual Conference of Emerging Markets Conference,
Indian
Institute of Management Lucknow, Noida campus, India, 5-7 January.
•
Biggins, D., Bolat, E., Dogan, H., Crowley, E. and Dupac, M., 2016. Empowering university students through online multiple-choice questions. In 9th annual International Conference of Education, Research and Innovation, Seville (Spain), 14-16 November.
MEMBERSHIP OF PROFESSIONAL BODIES Institute of Direct and Digital Marketing, Member Higher Education Academy, Fellow Charted Institute of Marketing Academy of Marketing Science European Academy of Marketing British Academy of Management, Membership ID No: 25301 Academy of Marketing
RESEARCH GRANTS Robson, E., Memery, J., Jackson, C., Sit, J., Bolat, E. and Ashraf. S., 2016. Trust repair in the service sector, QR fund, Faculty of Management, Bournemouth University, £75000 (successful, in progress). Bolat, E., Ramjaun, T. and Starkey, G., 2016. Media Content Analysis and Primary Research for Innovate UK, UK SBS , £143000 (unsuccessful). Bolat, E., Robson, J., Memery, J. and Sekhon, Y., 2016. Student adoption, use and relationship
with
wearable
technology
and
telematics.
Bournemouth
University
Undergraduate Research Assistant Programme, £950 (successful, completed). Bolat, E. and Gilani, P., 2016. FBU (Financial University and Bournemouth University) Workshop: Digital momentum for SMEs. Santander Fusion Investment Fund. £3600 (successful, completed). Bray, J., Bolat, E., Chapleo, C. and McDougall, M., 2016. Shampoo Marketing Analysis for Which?. Which? £1250 (successful, completed). Bolat, E., Robson, J. and Patton, D., 2015. Sad Reality or Bright Future? Exploring the adoption and deployment of the Internet of Things (IoT) by UK SMART SMEs. Faculty of Management Contestable Research Fund. £2981 (awarded). Eccles, S., Bolat, E., Allen, S. and Savigny, H., 2015. New to Politics? Understanding how (and why) a new UK political party is set up and launched. BU Fusion Investment Fund, £7680. Kooli, K. and Bolat, E., 2015. One day 3rd B2B Marketing Colloquium: Will UK stay in the European Union?: Implications on B2B Marketing Innovation. BU Fusion Investment Fund, £6870. Korstjens, A., Bolat, E., Lim, H-J., Gerdau-Radonic, K., Burton, A., 2015. WANt to write: Writing retreats to rebalance gender differences at BU. BU Fusion Investment Fund, £19112,32. Biggins, D., Bolat, E., Crowley, E., Dogan, H., and Dupac, M., 2014. Developing a bank of multiple-choice questions (MCQs) using Peerwise. BU Fusion Investment Fund, £16000. (Successful, awarded). Sreedharan, C., Bolat, E. and Thorsen, E., 2014. This Is Where I Study: Social Journalism on Facebook. BU Fusion Investment Fund, £7411. (Successful, completed).
Dogan, H., Jiang, N., Taylor, J., Faily, S., and Bolat, E., 2014. Bournemouth University Computer Human Interaction (BUCHI). BU Fusion Investment Fund, £5300 (Successful, completed). Kooli, K. and Bolat, E., 2013. Organising and running the B2B marketing colloquium "Recent Challenges and Advances in B2B Marketing", Santander/BU, £5000 (Successful, completed). Bolat, E., Burr, C., Birch, D., Adi, N., McAndrew, M., and Howell, M., 2014. The short course in digital marketing. TVTC Saudi Arabia, £20000. Biggins, D., Bolat, E., Crowley, E., Dogan, H., and Dupac, M., 2014. Developing a bank of multiple-choice questions (MCQs) using Peerwise. BU Fusion Investment Fund, £16000. Bobeva, M., Birch, D., Bolat, E., and Roushan, G., 2014. Developing a Blended MBA at Bournemouth University. JISC, £200000. Birch, D., Bolat, E. and Roushan, G., 2014. Social media as a tool for the co-creation of learning through pedagogic partnerships. HEA, £13338 Kooli, K. and Bolat, E., 2013. Firms Originating in ‘Second Life’: Identifying and Mapping their Distinctive Capabilities for Future Progress. BU Fusion Investment Fund, £8110. Sekhon, Y. and Bolat, E., 2013. The role of teaching methods (pedagogy) in equipping marketing graduates with the relevant skill set in an increasingly digitalised industry (a study of digital devices and social networking in teaching). Academy of Marketing, £2000. Bolat, E. 2012. Mobile technology adoption and deployment by creative companies in Russia. Santander, £5000.
KTP (Knowledge-Transfer Partnership) and CONSULTANCY Bolat, E., 2017. Digital Marketing for Burger Brothers of Bournemouth (in development). Bolat, E., 2017. Social Media Branding and Social Media Leveraging for Kindred (in development). Bolat, E., 2016. Digital Marketing Planning and Management for Eat Pho (successful, in progress). Bolat, E., 2016. Digital Marketing analysis for Kudu Clothing (successful, completed). Bolat, E., 2015. Digital Marketing for Dr Jackson’s. Grads for Growth Mentoring, Innovation Centre Exeter, £1200 (successful, completed). Bolat, E., 2015. Bournemouth and Poole Sustainable Food Cities Partnership – planning the ‘Raising Awareness on Food Poverty’ campaign (successful, completed). Bolat, E., 2014. Durrell Conservation Academy: media content analysis and marketing planning for 2015 (successful, completed)
EXTERNAL RESPONSIBILITIES Southampton University, External Examiner for MA Fashion Management and MA Fashion Marketing programmes (2015-2019)
Bournemouth and Poole College, External moderator for Access to HE Diploma – CAVA (Business Studies) (2014-current) Oxford University Press, Reviewer (2015-current) Academy of Marketing, Deputy chair for B2B SIG (2013-current) Journal of Marketing Management, Reviewer (2014-current) Journal of Technology Analysis and Strategic Management, Reviewer (2013-current) Journal of Business and Industrial Marketing, Reviewer (2012-2013) European Academy of Marketing, Reviewer (2012-current) Academy of Marketing, Reviewer (2012-current)
PUBLIC ENGAGEMENT & OUTREACH ACTIVITIES Bolat, E., 2017. Creativity in communications. Master-Class in Bournemouth University International College, Bournemouth, UK, 11 January. Bolat. E. (lead). BU Festival of Enterprise, Business Consultancy Pop-up Store, BU Festival of Enterprise, Bournemouth, UK. The event is targeting local SMEs across sectors seeking advice regarding marketing, finances, legal issues and daily business management issues. Dr Bolat is lead organizer and presenter. Co-facilitators: Dr Parisa Gilani, Dr Nasiru Taura, Dr Sara Hourani, 17 November 2016. Bolat, E., 2016. Keynote speech: Digital Tansformation: Implications for Academia and Practice, MEAConf 2016, 15 November 2016. Bolat. E. (lead). ESRC Festival of Social Science, a photo gallery ‘Digital Me’. Co-facilitators: Maria Musarskaya (PhD student), Dr Parisa Gilani, Samreen Ashraf, Freya SamuelsonCramp (UG students), Harry Cutler-Smith (UG students), Harley Hashtroudi (UG student), Mu-jung Kao (PG student), 5 November 2016. Bolat. E. (lead). BU Festival of Learning session “Parallel Worlds: real life vs digital personalities, 29 June 2016. Co-facilitators: Yesioglu, S., Kao, J. Bolat, E. (lead). Global BU Festival of Learning in China, workshop titled “Tweet, like, snap and share to generate business: 6 tips in 60 minutes”, 27 June 2016. Sias International University, Henan province, China. Bolat, E. (lead). Global BU Festival of Learning in China, workshop titled “Digital Planet and its People”, 27 June 2016. Co-facilitator: Freya Samuelson. Sias International University, Henan province, China. Bolat, E. (lead). BU Festival of Learning workshop “The Hunger Games: Let’s Win Together!”, Bournemouth University, 16 July 2015. Co-facilitators: Roushan, G., O’Sullivan, H. and Birch, D., 2015. Bolat, E. (lead). The Festival of Learning On-Tour 2015. Raising awareness about food poverty, food waste and teaching public to grow own fruits and veg. Bournemouth Town Centre, 13th June 2015.
Bolat, E., 2015. Guest lecture on "Global Economy – a Digital Future: Bournemouth – a world’s digital hub", Financial University under the Government of the Russian Federation, Moscow, Russia, 18 March 2015. Bolat, E., 2014. Guest lecture on "Changing nature of marketing communications", UK Education Exhibition, British Consul, Corinthia Hotel, St. Petersburg, Russia, 7 October 2014. Bolat, E., 2014. Guest lecture on "Changing nature of marketing communications", UK Education Exhibition, British Consul, Ritz Carlton, Moscow, Russia, 5 October 2014. Bolat, E. Academic workshop "Mobile momentum: Creating opportunities and being SMART", Budmouth College, Weymouth, 4 December 2013 Bolat, E. (lead). BU Festival of Learning workshop "Mobile technology: Distraction or touch point in education and professional development?", Bournemouth University, 11 June 2013. Co-facilitators: Elvira Bolat, Dr. Milena Bobeva, Dr. Kaouther Kooli Bolat, E. (lead). BU Festival of Learning workshop "Mobile momentum: Creating opportunities and being SMART", Bournemouth University, 10 June 2013.
HONOURS IDM CPD Award 2017, Institute of Direct and Digital Marketing, February 2017. Best paper in track: “HE Marketing” for the paper “Radicalising the Marketing of Higher Education: Learning from students - generated social media data” (Academy of Marketing, 2016) 1st Prize for IDM Student Competition 2016, consultancy project for Virgin Money Giving, winning team: DigiThink. Link to further info - http://dma.org.uk/press-release/digithink-winsidm-student-marketing-competition-2016 (Institute of Direct and Digital Marketing (IDM), 2016). TEL Toolkit: Certificate of Contribution to Learning Excellence (Centre for Excellence in Learning, Bournemouth University, 2016) IDM CPD Award 2016, Institute of Direct and Digital Marketing, January 2016. Best paper in track: “Competitive intelligence, analysis and strategy” for the paper “Exploring the mobile technology deployment process in a creative B2B service industry” (Academy of Marketing, 2012) Nominated for Vice-Chancellor's Staff Awards 2014: Collaborative Team (Bournemouth University, 2014) Nominated for Vice-Chancellor’s Staff Awards 2015: Global BU (Bournemouth University, 2015) Nominated for Vice-Chancellor’s Staff Awards 2016: Unsung Hero (Bournemouth University, 2016)
AREAS OF EXPERTISE
Mobile technology Capabilities
Service innovation Digital marketing Marketing communications Qualitative research RESEARCH OVERVIEW
Digital Transformation is about change via leveraging opportunities enabled by digital technology. So far, businesses managed to focus on end product primarily, when considering digital transformation, i.e. designing mobile app, using e-platforms for selling and marketing. Digital transformation is however wider, all inclusive transformation of business processes, strategy and resources (Bolat, 2015). “It’s not about doing ‘digital marketing’; it’s about marketing effectively in a digital world” (Menezes, 2016). Dr Bolat’s research finds that it is about looking into integrating three pillars: (1) understanding technology (infrastructure, deployment and skills), (2) business model design (strategic integration of technology, hiring changelers, building new organisational culture) and (3) customer experience design (customer experience focus on Users, not customers) (Bolat, 2016; Strong and Bolat, 2016; Bolat et al., 2016). To date, Dr Bolat has published results of her research on SMEs deployment of mobile technology, social media and digital communication technologies. Currently, she is extending her research interest to studying Internet of Things adoption by SMEs as well as adoption and consumption of digital and wearable tech by Millennials.