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Dr Graeme Smith

Senior Lecturer

Department of Business and Law

Graeme Smith


Graeme is an experienced head of business improvement and business change with a proven track record in strategy and business consultancy in sales, strategic market development and customer service.

His experience includes delivering CRM strategy; the development and design of customer service centre capability; defining cost to serve in a service environment; identifying process failure; and designing customer experience performance monitors to improve customer experience.

Graeme is a senior lecturer in advertising and delivers strategy and planning units on undergraduate, postgraduate degree courses and professional industry qualifications. He is responsible for the effective development and delivery of the subject, ensuring the advertising course enhances the student experience and supports the strategic priority of the academic department and student employability.

He specialises in strategy and business planning consultancy diagnosing strategy narrative, discourse and performance in strategy environments.

His research focus is mainly in strategy performance diagnosed through critical discourse analysis on storytelling and narrative within the strategy community. Story-telling and narrative carry ideas of meaning fundamental to human communication. Graeme’s study of critical discourse analysis in strategy scenarios uses semiotic techniques to help define the nature of participant interpretation of strategy artefacts. This analysis provides insight into the world view of key strategy stakeholders and the position they take on strategy, leading to a more proactive and precise form of intervention to change the strategy narrative.

Further information

  • 2014: Director of Cearnag Ruadh Consulting
  • 2012-2015: International College Portsmouth (ICP) at University of Portsmouth
  • 2004-2010: Strategy and Business Planning Consultant (sales and market development)
  • 1999-2004: CRM Strategy Manager / Business Improvement Consultant
  • 1992-2004: Marketing information and research analyst
  • 1986-1992: Corporate public relations