Aleksej HEINZE

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aleksej.heinze@kedgebs.com

Aleksej Heinze is a Senior Professor in Digital Marketing with a strong focus on the international application of digital marketing strategies. He earned his doctorate from Salford Business School, UK, in 2008 and has since been dedicated to research, teaching, and industry collaboration in the field. Aleksej is the co-author of the book Digital and Social Media Marketing: A Results-Driven Approach, now in its third edition. This work builds on the Passport to Trade 2.0 project, which provides free business culture guides and Social Media Etiquette insights across 31 European countries—available at businessculture.org. With extensive experience leading multinational project teams, Aleksej is currently (2024-2028) part of an international initiative focused on the digital transformation of anti-corruption efforts through corruptiondata.eu. Collaborating as part of KEDGE Business School's team focus, his research explores the role of digital transformation in tackling corruption and the influence of social media on transparency. He is also involved in developing a Massive Open Online Corruption Course (MOOCC) to enhance global awareness and education on the subject. In addition to his academic and research work, Aleksej is a regular judge at the European and Global Search Awards, recognizing excellence in SEO, PPC, and digital marketing campaigns worldwide.

    Recent publications
    Publication Year of publication Type of publication
    HEINZE, A., G. FLETCHER, "Chapter 12. A systems-based internal audit of your organisation - skills, resources, culture (and resistance)" in Strategic Digital Transformation A Results-Driven Approach., Alex Fenton, Gordon Fletcher, Marie Griffiths, Aleksej Heinze, Ana Cruz Eds, Routledge, 2025 2025 Book chapter
    GALLAGHER, K., A. FENTON, A. HEINZE, A. CRUZ, "Chapter 10. Conducting a competitor analysis in the digital age" in Strategic Digital Transformation A Results-Driven Approach., Alex Fenton, Gordon Fletcher, Marie Griffiths, Aleksej Heinze, Ana Cruz Eds, Routledge, 2025 2025 Book chapter
    HEINZE, A., A. CRUZ, "Chapter 11. Understanding your stakeholders" in Strategic Digital Transformation A Results-Driven Approach., Alex Fenton, Gordon Fletcher, Marie Griffiths, Aleksej Heinze, Ana Cruz Eds, Routledge, 2025 2025 Book chapter
    HEINZE, A., A. JIMENEZ, "Chapter 4. Organisational sustainable through digital transformation" in Strategic Digital Transformation A Results-Driven Approach., Alex Fenton, Gordon Fletcher, Marie Griffiths, Aleksej Heinze, Ana Cruz Eds, Routledge, 2025 2025 Book chapter
    CRUZ, A., A. HEINZE, "Developing a stakeholder value persona" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, pp. 91 - 110, 2024 2024 Book chapter
    IREDALE, S., A. HEINZE, M. J. WILLIAMS, "Engaging stakeholders with captivating content" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 9, pp. 182 - 196, 2024 2024 Book chapter
    ISSELÉ, Q., A. HEINZE, A. FENTON, "SMART evidence-based decision-making" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 6, pp. 128 - 145, 2024 2024 Book chapter
    HEINZE, A., M. CANO, "Using search engine optimisation to build trust" in Digital and Social Media Marketing: A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 13, pp. 250 - 273, 2024 2024 Book chapter
    CRUZ, A., A. HEINZE, M. SLAVOVA, "Unleashing growth with stakeholder-centric perspectives" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, chap. 2, pp. 51 - 72, 2024 2024 Book chapter
    CRUZ, A., A. HEINZE, "The marketing landscape: Strategy and business models" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 5, pp. 111 - 127, 2024 2024 Book chapter
    EBIA, M., A. HEINZE, G. FLETCHER, "Curating on-the-go experience" in Digital and Social Media Marketing: A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 16, pp. 309 - 326, 2024 2024 Book chapter
    HEINZE, A., A. CRUZ, M. SLAVOVA, "Horizon scanning for insights" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 3, pp. 73 - 90, 2024 2024 Book chapter
    HEINZE, A., M. CANO, "SEO strategy for a digital presence" in Digital and Social Media Marketing: A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 12, pp. 229 - 249, 2024 2024 Book chapter
    ISSELÉ, Q., A. HEINZE, A. FENTON, "The combined power of qualitative and quantitative insights" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, vol. 3rd Edition, chap. 7, 2024 2024 Book chapter
    MALEVICIUS, R., A. HEINZE, A. COUSTON, "Navigating global challenges" in Digital and Social Media Marketing A Results-Driven Approach, 3rd Edition., Heinze, A, Fletcher, G, Cruz, A and Fenton, A. Eds, Routledge, pp. 23 - 50, 2024 2024 Book chapter
    NASSAR, M., A. HEINZE, S. JASIMUDDIN, C. PROCTER, "Does students’ satisfaction matter to faculty job satisfaction in higher education?", Journal of Marketing for Higher Education, 2022 2022 Journal article
    HEINZE, A., "Search engine optimisation Strategy implementation" in Digital and Social Media Marketing: A results Driven Approach., Aleksej Heinze, Gordon Fletcher, Tahir Rashid & Ana Cruz Eds, Routledge, vol. 2nd Edition, chap. 7, pp. 175- 229, 2020 2020 Book chapter
    IREDALE, S., A. HEINZE, M. J. WILLIAMS, "Content marketing" in Digital and Social Media Marketing A Results-Driven Approach., Aleksej Heinze, Gordon Fletcher, Tahir Rashid & Ana Cruz Eds, Routledge, vol. 2nd Edition, chap. 9, pp. 230- 256, 2020 2020 Book chapter
    QUÉVAT, A., A. HEINZE, "The digital transformation of preventive telemedicine in France based on the use of connected wearable devices", Global Business and Organizational Excellence, 2020, vol. 39, no. 6, pp. 17-27 2020 Journal article
    HEINZE, A., A. FENTON - "How Can Public Desire Grow in the Global Fast Fashion Industry?" - 2020, The Case Centre, Bedfordshire, UK, Great Britain 2020 Case Study
    FENTON, A., A. HEINZE - "Fan Fit: developing a sports club social media and fitness app to engage fans" - 2020, The Case Centre, Great Britain 2020 Case Study
    VAUDOUR, F., A. HEINZE, "Software as a service: Lessons from the video game industry", Global Business and Organizational Excellence, 2020, vol. 39, no. 2, pp. 31–40 2020 Journal article
    FLETCHER, G., A. HEINZE, "Doing a forensic internal audit of your organisation – skills, resources, culture, resistance" in Strategic Digital Transformation: A Results-Driven Approach., Fenton, A., Fletcher, G. & Griffiths, M. Eds, Routledge, vol. 1, chap. 11, pp. 96-103, 2019 2019 Book chapter
    FENTON, A., K.GALLAGHER, A.HEINZE, "Conducting a competitor analysis in the digital age" in Strategic Digital Transformation: A Results-Driven Approach., Fenton, A., Fletcher, G. & Griffiths, M. Eds, Routledge, vol. 1, chap. 9, pp. 80 - 86, 2019 2019 Book chapter
    HEINZE, A., M.GRIFFITHS, A.FENTON, G.FLETCHER, "Knowledge exchange partnership leads to digital transformation at Hydro-X Water Treatment, Ltd.", Global Business and Organizational Excellence, 2018, vol. 37, no. 4, pp. 6-13 2018 Journal article
    HEINZE, A., S.SAHADEV - "Digital business model: planning for the future for Marshall's Florist" - 2018, The Case Centre, Great Britain 2018 Case Study
    Teaching domains

    Marketing

    Methodology

    Research domains

    Marketing

    • Digital Marketing

    Knowledge Management

    • Digital Transformation
    • Blended learning