Professor and Dean

PhD (Marketing), Gloucestershire Business School, University of Gloucestershire (UK)
PG Dip (Digital Business), Emeritus Institute of Management (in Association with MIT Sloan School of Management and Columbia Business School)
PG Cert (Digital Marketing) Squared Online, Google and Avado Learning
PG Cert (Higher Education) (PGCHE), University of Gloucestershire (UK)
FHEA - Fellowship of Higher Education Academy
MCIM - Membership of the Chartered Institute of Marketing


Professor Paul J Hopkinson joined Zayed University as Dean of the College of Interdisciplinary Studies in November 2022. Prior to joining ZU, Paul was Head of the School of Social Sciences at Heriot Watt University Dubai and Edinburgh Business School (post-merger). Paul was a founding member and Academic Director of Heriot-Watt University Online, where he helped shape the vision and secure financial support and led the expansion of the program offerings for the venture.

Paul has worked in academia for over 20 years and held leadership roles as a Marketing Field Chair and MBA Director with the University of Gloucestershire (UK) before joining Heriot-Watt. During his career, Paul has led, developed and delivered marketing and leadership programs and working in collaboration with employers, professional bodies and international partners in the Balkans, Austria, Germany, Switzerland, Zimbabwe and Vietnam. He has also worked with international organisations such as the Globally Responsible Leadership Initiative (GRLI) and UN Principles of Responsible Management Education (PRIME).

Prior to embarking on his academic career, Paul held technical and commercial roles (Electronics Technician, Marketing Research, Product Management and Procurement) in the Aerospace and Telecommunications industries.


Dubai Academic City, Dubai, R-L2-109


+971 4 402 1108

Teaching Areas

Paul is a Professor of Marketing, teaching across a range of subjects including: Business-to-business marketing; Strategic Marketing; Digital Marketing; and Digital Marketing Analytics. His research interests focus on relationship marketing and the role of technology and digitally mediated communication in the management of customer relationships.

Research and Professional Activities

Perez-Vega, R., Hopkinson, P., Singhal, A. and Mariani, M.M. (2022). From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151, pp.1-16.

Hopkinson, P., Singhal, A., Perez Vega, R. and Waite, K. (2022). The Transformative Power of Artificial Intelligence for Managing Customer Relationships. In Proceedings of the Annual Conference of the Academy of Marketing Science, Monterey, CA, USA

Hopkinson, P., Singhal, A., Perez Vega, R. and Waite, K. (2019) Relationship Intelligence: Affordances of AI in practice, Proceedings of the Academy of Marketing Science Conference, University of Edinburgh, Scotland, July.

Hopkinson, P., Perez Vega, R, and Singhal, A. (2018) Hopkinson, P., Singhal, A., Perez Vega, R. and Waite, K. (2019) Exploring the use of AI to manage Customer Relationships, In Proceedings of the Academy of Marketing, University of Stirling, Scotland, UK, July.

Taheri, B. Gannon, M and Hopkinson. P (2023 – Forthcoming) Peer-to-Peer Ride Hailing Services: What Shapes Frontline Service Employee’s Willingness to Report Service Complaints?, Technological Forecasting & Social Change.