Shakib Khan, FHEA | CMBE | DET

Shakib Khan is a PhD researcher in Business and Management at Kingston University. His doctoral research explores the integration of Generative Artificial Intelligence into early-stage new product development, with a particular focus on nostalgic product concept development, storytelling, consumer engagement and perceived value. His research sits at the intersection of innovation management, consumer behaviour, digital transformation, nostalgia marketing and human-AI collaboration.

Alongside his doctoral research, Shakib is a Lecturer and Module Lead at the University of Hull, London Campus (UHLC), where he teaches and leads postgraduate business and management modules. His academic practice is shaped by employability-led teaching, inclusive pedagogy, international student support and practice-informed curriculum design. He is a Fellow of the Higher Education Academy (FHEA) and a Certified Management and Business Educator (CMBE).

Shakib’s recent academic work includes a successful case study presentation accepted for the Chartered Association of Business Schools Learning, Teaching and Student Experience Conference 2026, titled “Beyond Grades: A Future-Facing, Human-Centred Model for Building Employability in Business and Management Education”. He has also contributed to academic and professional conversations on student success, employability development and international student experience through conference activity and sector-facing writing.

His current research aims to contribute to understanding how Generative AI can support human creativity, concept development and value creation in innovation contexts, while also addressing questions of authenticity, consumer meaning, technological trust and responsible use of AI in business practice.

Research interests: Generative AI; Innovation Management; New Product Development; Nostalgia Marketing; Consumer Behaviour; Consumer Engagement; Perceived Value; Human-AI Collaboration; Digital Innovation; Early-Stage NPD; Product Concept Development; Storytelling; Marketing Strategy.