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Dr Haider Ali

BSc (LSE), MPhil (Cranfield), PhD (Imperial)

Profile summary

Web links

Professional biography

Following a B.Sc. from the LSE, Haider worked in publishing before freelancing as a small business trainer, during this time he also completed his M.Phil at the Cranfield School of Management and a Ph.D. at Imperial College. Both pieces of research focused on start-up businesses. Haider then taught on the M.Sc. programmes at Cranfield before moving to the Open University in 1999.

Haider has undertaken consulting, training and teaching work in a range of countries including, India, Kazakhstan, Hong Kong, Singapore, Malaysia and Indonesia. He has undertaken work for Open University Validation Services in the UK, Greece and various countries in the middle east.


Research interests

Since 2002 Haider's research has focused on social marketing. He has carried out a series of evaluation projects related to smoking and the training of health service staff. Recent work has focused on social marketing programmes for cardiac patients and members of their social networks. His work on social networks draws on the literature in health, management and entrepreneurship. Amongst other journals his work has been published in the Journal of Marketing Management. He contributes to OpenLearn. He has successfully bid for funding from organisations such as the British Heart Foundation, QUIT (a national smoking cessation charity) and has also contributed to a research project funded by Communities and Local Government. 

Teaching interests

Haider is currently Director of Microcredentials and Short Courses for FBL. Where he looks after this portfolio of courses:

He has authored a microcredential on marketing:

Between 2020 and 2021, Haider oversaw the production of six undergraduate microcredentials. He has contributed to courses ranging from the commercially successful Certificate in Accounting (B680) programme to the Certificate in Management (B629) course and the marketing and entrepreneurship electives on the current MBA programme. He co-authored the marketing material on the undergraduate modules B203 and B207. He has also collaborated with the Arts faculty's production of LB160, Professional Communication Skills for Business Studies.

Impact and engagement

Haider's innovative work in the area of online teaching is reported on the Open University's SciLab blog:

The following article deals with the design and delivery of an 18 hour synchronous online school.

External collaborations

Since 2013 Haider has been a guest lecturer at the London School of Economics for the Dept. of Management and the Dept. of Health Policy.

Haider is an Academic Reviewer for the Arab Open University.


Pain Management Program in Cardiology: A Template for Application of Normalization Process Theory and Social Marketing to Implement a Change in Practice Quality Improvement (2022)
Bode, Kerstin; Whittaker, Peter; Dressler, Miriam; Bauer, Yvonne and Ali, Haider
International Journal of Environmental Research and Public Health, 19(9) (e5251)

“Fighting a Hurricane”: Tobacco Industry Efforts to Counter the Perceived Threat of Islam (2015-06-30)
Petticrew, Mark; Lee, Kelley; Ali, Haider and Nakkash, Rima
American Journal of Public Health, 105(6) (pp. 1086-1093)

Exchanging value within individuals' networks: social support implications for health marketers (2011-03)
Ali, Haider
Journal of Marketing Management, 27(3&4) (pp. 316-335)

The impact of antismoking information on teenagers' attitude and intention: implications and challenges for designing antismoking school interventions (2010-11)
Michaelidou, Nina; Dibb, Sally and Ali, Haider
Journal of Strategic Marketing, 18(6) (pp. 503-515)

Government support for faith-based organizations: the case of a development programme for faith leaders (2009-11)
Paton, Rob; Ali, Haider and Taylor, Lee
Public Money and Management, 29(6) (pp. 363-370)

The effect of health, cosmetic and social antismoking information themes on adolescents’ beliefs about smoking (2008)
Michaelidou, Nina; Dibb, Sally and Ali, Haider
International Journal of Advertising, 27(2) (pp. 235-250)

Integrating deductive and inductive approaches in a study of new ventures and customer perceived risk (1999)
Ali, Haider and Birley, Sue
Qualitative Market Research: an international journal, 2(2) (pp. 103-110)

The role of trust in the marketing activities of entrepreneurs establishing new ventures (1998-10)
Ali, Haider and Birley, Sue
Journal of Marketing Management, 14(7) (pp. 749-763)

Gateways to market entry (1995-03)
Ali, Haider
Journal of Entrepreneurship, 4(1) (pp. 49-69)

Planning for the market (2001)
Ali, Haider
In: Francis, G. and Bowerman, M. eds. Budgeting
ISBN : 749274573 | Publisher : Open University | Published : Buckingham, UK

The value of trust in service sector marketing (1994)
Ali, Haider
In: Armistead, Colin ed. The Future of Services Management
ISBN : 749410647 | Publisher : Kogan Page | Published : London, UK

Children’s oral health services and socio-economic deprivation: theory of reasoned action in social marketing (2010)
Lindridge, Andrew; McGaskill, Susan; Ali, Haider; Holme, Ingrid and Eadie, Douglas
In : 39th EMAC Conference (01-04 Jun 2010, Copenhagen)

Social marketing to a minority community – developing communication narratives that resonate (2008-03)
Ali, Haider
In : Global Marketing Conference (20-23 Mar 2008, Shanghai, China)

Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British White cardiac patients (2007-05)
Ali, Haider and Lindridge, Andrew
In : 36th EMAC 2007 (22-25 May 2007)

Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British white cardiac attack patients (2007)
Ali, Haider and Lindridge, Andrew
In : 36th EMAC conference (Jun 2007, Rejkjavik)

HeartNet: social support for South Asian cardiac patients - first phase report (2008-10)
Ali, Haider and Gupta, Sandy
British Heart Foundation, London.

Social Cooking Project (2008-07)
Zaidi, Qaim; Govindji, Azmina and Ali, Haider
Food Standards Agency, London.