CMU Faculty

Kelly Dueck He/Him

Assistant Professor of Business

I am a researcher and educator with interests in evolving marketing practice, marketer behaviour, and qualitative research methodologies. I hold a PhD from the University of Durham, where my research examined marketer identity in digital environments. My educational background also includes an MBA from the University of Essex and a BSc in Physiology from the University of Saskatchewan.

 

My professional experience spans over two decades, encompassing roles in publishing, marketing research, and business consulting at organizations such as Glacier Media, Rogers Media, United Grain Growers (Viterra Canada), and SEED Winnipeg, a community economic development NGO. I am also the co-founder of two community newspapers, as well as a microphone design and manufacturing company. I have taught courses in entrepreneurship, global marketing, and digital marketing at Canadian Mennonite University and Durham University Business School.

 

My research focuses on organizational identity, digital marketing, and multimodal discourse analysis. My approach aims to bridge academic research with industry practice. In my work, I strive to encourage critical thinking and interdisciplinary collaboration in business education. My goal is to contribute to the understanding of evolving marketing practices in the digital age from a critical perspective.

 

Areas of Teaching

Marketing, Management and Organizations, Business Communication

Education

PhD (Durham), MBA (Essex), BSc (Saskatchewan)

Work in Detail

Teaching

marketing; management and organizations; small business and entrepreneurship; business communication

Research

Marketer behaviour; marketing management; multimodal discourse analysis

Current research:

Dueck, K. (In preparation). Figured worlds: introducing Holland's social practise theory of identity as a lens for studying marketer behaviour

Dueck, K. (In preparation). Identity production processes of kanban boards in marketing teams. This paper centers on a social practice analysis of how kanban boards produce the identity of the 'agile marketer' through a combination of semiotic resources, eligibility conditions and social practices

Dueck, K. (In preparation). Bridging marketer identities through collaborative work platforms: a Figured Worlds perspective. This paper involves a multimodal discourse analysis of the various ways in which marketers both work on and make use of identities within the spaces of authoring both provided, and limited, by a popular collaborative work platform

Dueck, K., Larsen, G. (In preparation). 'It's like dancing about architecture': multimodal strategies in the marketing of audio products by non-audio means

Applied

Principal at First Mover Research

Consulting projects for Glacier Farmmedia (Manitoba Cooperator, The Western Producer, Grainews) and others

Approved consultant for members of the Biosciences Association of Manitoba

Co-founder of The Leaf community newspaper, Winnipeg

Community

Member of The Academy of Management (Critical Management Studies; Communication, Digital Technology and Organization divisions)

Co-founder of the Durham University Business School Qualitative Research Methods Community

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