Dr William Darler

Lecturer in Marketing

School/Department: Business, School of

Telephone: +44 (0)792 118 6666



I have a background in marketing and data science having completed my PhD in the Digital Economy at the University of Nottingham. I hold professional accreditations from the Chartered Institute of Marketing (MCIM) and Advance HE (FHEA). I have been responsible for managing a range of staff on government-funded Continuing Professional Development (CPD) programmes such as the Small Business Leadership Programme and Help to Grow Management. I am also responsible for additional staff from a range of disciplines working on multiple industry-focused projects (including enterprise-university collaborations continuing professional development courses and research projects). I am interested in leading teams to address business problems in a range of sectors and have experience working on projects in retail professional sports finance the arts and education.Since joining the University of Leicester I have been responsible for over £2 million of projects and am proficient at writing funding proposals managing staff and the use of analytics tools such as SQL Python R Tableau SPSS and NVIVO.


Please find details of recent funded activities below:


• Help to Grow Management: A £3000000 project from the Chartered Association of Business Schools (CABS) and department for Business Enterprise and Industrial Strategy (BEIS) to run the Help to Grow Management training programme for 750 UK businesses between 2021 and 2024.

• Artificial intelligence in finance: A £185000 project funded by Innovate UK to develop a piece of AI software for a fintech company which increases the speed at which companies get paid.

• Interactive dashboards for CPD material: A £20000 ERDF Funded project to create interactive dashboards to visualise user behaviour for digital training company Sporting Edge.


•Leicester Innovation Hub (Co-I): A £3000000 project funded by the European Regional Development Fund to accelerate the growth of UK businesses. I am responsible for delivering 15% of this project.

• Director of the Small Business Leadership Programme (SBLP): A £635000 government-funded project to run a small business leadership programme for around 200 participants from SMEs across the UK.


Darler, W.; Goulding, J.; Smith, A.; Roberts, D. (2017) 'A Framework to Segment Life Events Using Customer Transaction Data', 2017 Winter American Marketing Association Conference (AMA), Orlando, Florida.

Roberts, D. and Darler, W. (2017) 'Consumer Co-creation: An Opportunity to Humanise New Product Development', International Journal of Market Research. (Nominated for the Market Research Society silver medal in 2018).

Beltagui, A.; Darler, W.; Candi, M. (2015) 'Measuring the Deliverable and Impressible Dimensions of Service Experience', Creativity and Innovation Management, 478-492.

Darler, W.; Beltagui, A.; Candi, M. (2013) 'Development of a Holistic Customer Experience Measurement Scale', 20th International Product Development Conference (IPDMC), Paris, France.


I am willing to supervise students who are interested in applied interest in the following areas:

Artificial Intelligence in Business

Data Science in Business

Digital Marketing

Digital Business


Executive Education:

Help to Grow Management


Project (Marketing)

Business in the Digital Economy

Year in Industry

Press and media

Artificial Intelligence in Business

Data Science in Business

Digital Business

Digital Marketing


Esports/Video Gaming


• Member of the Midlands Engine Observatory and Midlands Digital Steering Group: A consortium of academics industry and regulatory leaders working together to deliver regionally-focused research across the midlands (website:

• Head of Research and founding member of the Association for Continuing Education in Esports (ACES): A consortium of academics and industry leaders interested in esports education (website: 


University Distinguished Teaching Fellow 2021

Shortlisted for the MRS Silver Medal 2018


2017 Winter American Marketing Association Conference (AMA) Orlando Florida.


Digital skills and lifelong learning (particularly interested in the creation of executive education programmes to meet industry skills needs)

Education in esports (Co-Founder of the Association of Continuing Education in Esports. Website:

Media coverage

• Covid impact on retail (December 2020): Interviewed on Gem radio about the impact of Covid on UK high street retail.

• Evans D (2019). In any digital transformation IT offers a pathway to innovation Intel website. Accessed 4 May 2021 (

• Wooden A (2018). How do you play the perfect game? Modern esports is turning to big data to find the answers Intel website. Accessed 4 May 2021 (


Fellow of the Higher Education Authority (FHEA)

Member of the Chartered Institute of Marketing (MCIM)

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