Positioning & Competitive Advantage


Positioning & Competitive Advantage

Prof. David Atkinson

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International lecturer

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Welcome to the newest lecture of the IBS Americas Masterclass Series. With the business world constantly changing, it is essential to keep up with the latest trends and ideas that will shape the future of organizations.
Register for free to access videos, background materials, and to get your certificate. Enjoy your lecture!

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Get in touch with the ideas that are changing the world of Business, Economics, Accounting and International Relations with IBS Americas faculty members. Ph.Ds and market experts share with you their knowledge and experience in a series of outstanding lectures. Check below how to access the contents and get your Certificate of Participation.


In the first login, you find the introductory video explaining how to watch the lecture, access background materials, give your opinion about the professor, and get your certificate.


The Masterclasses are taught by Ph.D. professors and market experts from the US and Europe. They are faculty members of IBS Americas international programs and share with you their ideas and vision about the business world.


After the lecture, watch the closing video and leave your opinion about the professor. You will receive your certificate of participation and a special offer to join our international programs.

LECTURER | David Atkinson

I have been a senior academic and consultant in strategy since 2009 and have helped to design and deliver a range of undergraduate and postgraduate degrees. I have been involved in a number of consultancy projects, as a result of my academic research on dynamic capabilities. I come from an industry background and my experience ranges from product development, market penetration, through to customer acquisition, retention strategies and managing relationships with suppliers. I have held a number of roles, including Strategic Director for an IT-managed services company. I have a PhD in Strategic Management from Manchester Metropolitan University, a Diploma in Direct and Interactive Marketing from the Institute of Direct Marketing and an MSc by research in Strategy by action research. I hold Chartered Marketer status and am a full member of the Chartered Institute of Marketing (CIM). I have also been a senior examiner for the CIM’s Level Seven Analysis and Decision module. I am currently Director of Marketing and Recruitment at Keele Business School, visiting Pearson College London to share my expertise.