Professor Paul Baines

Paul is Professor of Political Marketing and Head of Executive Education at University of Leicester School of Business and a Visiting Professor at Cranfield University. He was Principal Investigator for WP4 for the £2.56m Leicestershire Collaborate to Accelerate Net Zero programme between Apr-24 to Nov-25 and is presently Principal Investigator for the East Midlands Pathway to AI Programme. He is (co)author/editor of 150+ published journal articles, book chapters and books, particularly on political marketing and propaganda topics. Recently, he co-edited the SAGE Handbook of Political Marketing (SAGE Publications, 2025) and has published in, inter alia, the European Journal of Marketing, Marketing Theory, Journal of the American Statistical Association, Annals of Tourism Research, and Journal of Business Research. He is a Fellow of the Market Research Society and the Academy of Social Sciences, and a member of the (US) Market Research Council and (UK) Academy of Marketing. He holds bachelors, masters’ and doctoral degrees from The University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University, an MSc in applied statistics from Lancaster University and attended Oxford University’s ‘Oxford AI Programme’. Paul has consulted for large, medium and small businesses and for UK and overseas government departments.