Daniel Hsiang Hsu, (PhD Researcher)

    • Shore Road, Jordanstown Campus

      BT37 0QB Newtownabbey

      United Kingdom

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    Personal profile

    Phd Researcher Profile

    Daniel began his PhD at the Ulster University Business School in 2019 under the supervision of Dr Aodheen McCartan, Prof Barry Quinn, and Prof Mark Durkin.

    Daniel’s research interests lie at digital marketing in the context of a small business. Specifically, his research focuses on the topics of how digital technology is used as a resource for small businesses and how digital content can improve effective customer relationships. His study is funded by the Vice-Chancellor's Research Scholarships (VCRS) from Ulster University.

    Prior to starting his doctorate, Daniel received a Masters (MSc) in Marketing from Ulster University in 2017. He was awarded with a Santander scholarship and the Pure Running award for excellence of top mark in the module of Digitising Marketing (MKT735). His dissertation was under the supervision of Dr Damian Gallagher in developing a conceptual framework for micro-enterprise in rural North West Ireland to adopt digital technologies.

    From 2017-2019, Daniel served as a Digital Marcom Specialist and Product Marketing PM for a 3D printing company in Taiwan. His previous studies and the industry experience subsequently developed into his current PhD project.


    • MKT512 - Digital and Marketing Nexus [Topic: Digital Transformation in Practices: Introduction to Search Engine Optimisation (SEO)]
    • MKT539 - Retail Marketing [Topic: Content Marketing in Digital Communications: The Power of Storytelling & User-Generated Content (UGC)]
    • MKT735/MKT741 - Digitising Marketing [Topic: Search Engine Optimisation (SEO) Fundamentals]


    Having completed a Bachelor's degree (BSc) in Computer Science and Information Engineering at Taipei Tech (2012) in Taiwan, Daniel also gained an MBA degree in Services and Technology Management at Taipei Tech (2014). During the study, he won the overseas exchange scholarship from Taiwan to Institute of Technology Sligo in Ireland for a half year. The courses were taken in Digital Marketing and Managing People in Business.

    International education allowed Daniel to free up new dimensions to the life and face the globalising world with optimism. Since then, he has been passionate about education equality and diversity with respect to religion, race, sexuality, age and economic background. He had delivered more than 20 speeches to over a thousand Taiwanese schoolchildren sharing how his original scholarship allowed his completion of international higher education studies (2015-2017).


    • Teaching Assistant in Digital Marketing
    • Member of Ulster University's BAME Network.
    • Student Representative of UUBS Athena SWAN Self-Assessment Team (SAT).
    • Student Ambassador of the Global Engagement Office.


    • MSc in Marketing.
    • MBA in Services and Technology Management.
    • BSc in Computer Science and Information Engineering.

    Additionally, at the weekends, you can see him taking part in nature conservation volunteer projects across Northern Ireland countryside.

    Check his personal website at https://daniel-hsu.com/.

    Research Interests

    Digital Marketing, SME Marketing, Content Marketing, Social CRM

    Teaching Interests

    Digital Transformation, Search Engine Optimisation (SEO), Digital Communications, Content Marketing

    Education/Academic qualification

    Master, Ulster University Business School

    Sep 2016Oct 2017

    Master, National Taipei University of Technology

    Sep 2012Jun 2014

    Bachelor, National Taipei University of Technology

    Sep 2008Jun 2012


    • H Social Sciences (General)
    • SMEs
    • Small Firms
    • Digital Technology
    • Content Marketing
    • Marketing Communications


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