Transitioning to Digital Assessment with The University of Bath

Donald Lancaster came to Bath University in 2014 after an established international advertising career. Working with Ad Agencies big and small, he trained in London before embarking internationally to the Middle East, the Far East, Asia Pacific, back to Europe and finally, 23 years later, London again. His interest and experience in the field led to guest-lecturing, then doctoral research and now a full-time commitment to teaching tomorrow’s marketers. His PhD examined the complex inter-company and inter-country relationships that drive the business of international advertising, looked at through the lens of Institutional Work. As part of his teaching practice, he champions the use of digital exams at the University of Bath.