Academic staff
Dr Mika Khanh
khanhm@lsbu.ac.uk
Marketing, Tourism, Events and Hospitality
https://orcid.org/0000-0003-3375-0628
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I am currently working as a lecturer in Digital Marketing within the School of Business.
Before joining LSBU, I have gained six years of experience in the Advertising and Communications Industry. As a researcher-practitioner, I am an active contributor in many collaborative schemes between Universities and industries, both inside and outside the UK.
My research interest centers on the roles of the Arts in marketing, social marketing and responsible marketing. This includes promoting artistic citizenship and the influences of the arts on individual and societal developments. Additionally, I am keen to employ various creative methods of research dissemination.
My recent research looks at the interplay between technology and the arts and how this interplay influenced the changes in consumption pattern. My future research aims to widen the impact of arts engagement in facilitating the development of urban life, building reconciliation in communities, and producing engaged citizens.
I have published book chapters, journal article, and conference proceedings. Besides, I have produced several pieces of arts to visualise my research. My artworks have been exhibited at national and international research events and conferences, such as Consumer Culture Theory Consortium, The Arts and Science festival, and The Images of Research Exhibition.
Postgraduate Research Supervision
Current
| Mr Luu Thanh Tan Nguyen | Doctoral Research Project | PhD |
| Ms Paramita Utami Santoso | Doctoral Research Project | PhD |
| Ms Qing Lin | Doctoral Research Project | PhD |
Awarded in the last 5 years
| Ms Asma Parvin | Investigation of Entrepreneurial Marketing Practices in Social Enterprises in the Context of Bangladesh | PhD |
University of Birmingham
University of Birmingham
* Business Development manager (2010 - 2013)
- Develop and manage co-innovation projects with big clients (Unilever, P&G, Samsung Vietnam, Mobifone, Vietnam Airlines), SMEs, and advertising agencies (WPP)
- Develop new products/ service packages for digital marketing campaigns
- Lead R&D and product development teams
- Identify and develop business opportunities, maintain the Business Development databases, advise sales teams and R&D department to ensure alignment with the company’s strategies.
- Assist the board of directors in the brand revitalisation and provide short training courses for strategic employees in R&D and branding strategy
* Head of Content development (2014)
- Promote knowledge sharing, collaboration, co-innovation, and the arts of storytelling in marketing through the Digital Story project.
- Take lead, develop content and concept for the Digital Story project
* Learning and Development mentor (2015 - 2016)
- Develop and deliver coaching and training courses (online courses)
- Assist the managerial boards in developing collaboration and knowledge sharing schemes
| Funder | Year won | Project | Role |
|---|---|---|---|
| The Academy of Marketing | 2023 | Green Fashion – A journey from Revolution to Revolutions | Principal Investigator |
| The Great Britain Sasakawa Foundation | 2023 | 'The Healing Journey' arts research festival on Japanese mindful culture and lifestyle | Principal Investigator |
| University of Birmingham | 2022 | Religious Consumption | Principal Investigator |
Academic lead for the Birmingham project (a University - Industry collaborative project) that create solutions to real life issues at city and region levels, in charge of the Theme "Celebrating Arts and Culture".
Prizes, awards, and accolades
The Michael K.O'Rourke Best Publication Awards for CoSS (Jun 2018)
The University of Birmingham
BBS Doctoral Conference 2018 - Best research presentation (Jun 2018)
The University of Birmingham
Teaching assistant of the year (2017) (Jun 2017)
The University of Birmingham
Winner - Image of research exhibition (2016) (Jun 2016)
The University of Birmingham
Reach and Impact
Rapid Researcher: Mai Khanh Tran (Oct 2016)
Marketing Musa: Creative Research from Mai Khanh Tran (Aug 2016)
COMMUNITY ANIMATION AND SOCIAL INNOVATION CENTRE. Exhibition by Mai Khan Tran (Nov 2017)
Arts based research - Advanced research methodology for Business Student. By Edward Elgar Publishing (Mar 2019)
IMAGES OF RESEARCH EXHIBITION - Birmingham Museum and Arts gallery (Mar 2015)
Outstanding PhD Marketing student wins University prize (Jun 2018)
The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation
Tran, M.K, Goulding, C. and Shiu, E. (2018). The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation. Journal of Business Research. 85, pp. 504-513. https://doi.org/10.1016/j.jbusres.2017.10.029
Chapter 5. Four decades of engaging customers in product innovation
Tran, M.K (2017). Chapter 5. Four decades of engaging customers in product innovation. in: Shiu, E. (ed.) Research Handbook of Innovation and Creativity for Marketing Management Edward Elgar. pp. 91-121
Chapter 7: When an orchestra misses its harmony (or how I learnt to work with my supervisors)
Tran, M.K (2020). Chapter 7: When an orchestra misses its harmony (or how I learnt to work with my supervisors). in: Townsend, K.; Saunders, M.N.K.; Loudoun, R.; Morrison, E. A. (ed.) How to Keep your Doctorate on Track Insights from Students’ and Supervisors’ Experiences Edward Elgar. pp. 43-51
A church without walls? How Megachurch Consumers-Congregants renegotiate the ritual space during COVID-19
Tran, M. and Davies, A. (2022). A church without walls? How Megachurch Consumers-Congregants renegotiate the ritual space during COVID-19. Consumer Culture Theory . Corvallis, Oregon 07 - 09 Jul 2022
An authentic life and an authentic self – What we can learn from megachurches in promoting social inclusion
Tran, M. and Davies, A. (2022). An authentic life and an authentic self – What we can learn from megachurches in promoting social inclusion. The Academy of Marketing. University of Huddersfield, Huddersfield 04 - 07 Jul 2022
Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review
Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA-2022). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.
Church Without Walls? Social Media as Ritual Carrier for Megachurch Congregants in the Renegotiation of Ritual Space
Tran, M. and Davies, A. (2022). Church Without Walls? Social Media as Ritual Carrier for Megachurch Congregants in the Renegotiation of Ritual Space. Consumer Culture Theory . Corvallis, Oregon 07 - 09 Jul 2022
Enhancing inclusion and personal and professional development in Business education and learning using LEGO® Serious PlayTM.
Chapain, C., Tran, M.K., Evans, L and Tavoulari, A. Enhancing inclusion and personal and professional development in Business education and learning using LEGO® Serious PlayTM. Virtual education conference . Birmingham - Birmingham Business School 17 - 17 Sep 2020
Art-based research in knowledge co-production
Tran, M.K (2017). Art-based research in knowledge co-production. Keele University Nov - Dec 2017
Inside the joint sphere of value co-creation
Tran, M.K and Goulding, C. (2017). Inside the joint sphere of value co-creation. 12th Consumer Culture Theory conference: Consumer Culture Theory in the Era of Global Hybridity. Southern California 09 - 12 Jul 2017 The Paul Merage School of Business.
The composer of ideas: The role of the Arts in Innovation management
Tran, M.K. (2016). The composer of ideas: The role of the Arts in Innovation management. Birmingham
Innovation ecosystem
Tran, M.K (2015). Innovation ecosystem. Birmingham
Identifying typologies of user-innovators in value co-creation.
Tran, M.K (2015). Identifying typologies of user-innovators in value co-creation. Academy of Marketing. University of Hull 03 - 06 Jul 2017 AoM.
User-innovator typologies in co-innovation: from creativity to reality
Tran, M.K. and Shiu, E. (2015). User-innovator typologies in co-innovation: from creativity to reality. The XXVI ISPIM Conference – Shaping the Frontiers of Innovation Management. Budapest, Hungary 14 - 17 Jun 2015