As an academic in the business arena, in addition to the teaching of business related subjects, Michael has sought to bring the real world into the classroom through connectivity with business practitioners. This applied approach has meant that Michael has delivered industry consultancy projects for a number of organisations, including but not limited to: Rocco Forte Hotels, the 2012 London Olympic games, and Manchester City football club.
These types of projects have covered areas of business and management including: the development of customer loyalty schemes; event planning; competitor analysis, and strategic planning. The experiences of real world projects become useful case studies to complement the teaching of business and management theory throughout the undergraduate programme, it also affords the opportunities to engage with industry through guest lectures reflecting the challenges of 21st century business in the classroom.
