PhD Study : Linking big data citizen insight with social marketing in smart cities: transitioning to inclusive urban societies

Summary

There are 1.3 million people moving into cities each week, and by 2040, 65% of the world’s population will be living in cities. Choices leaders make today and in the coming years will depend on technology to improve citizens’ lives. Smart cities make use of Internet of Things (IoT) devices to source data and efficiently process it to create more liveable cities. In particular, by inserting sensors across city infrastructures and creating big data sources — including citizens via their mobile devices — city policy makers are using big data analysis to monitor and anticipate urban phenomena in new ways.

While smart cities instrumented with digital devices to produce big data citizen insights and real-time analysis offers considerable potential, this technology in and of itself embedded in urban infrastructure does not make a city smart. It is rather how big data insights, in conjunction with human and social capital and wider socio-economic policy, can manage urban development that makes a city smart. Smart city projects are big investments that are supposed to drive socio-economic transformation in areas such as transport infrastructure, education and employment. However, little attention is given to the social, economic, policy and governance changes that will be required to ensure smart cities are not just technologically well informed but intelligently adaptive to citizens’ needs. New forms of urban governance require integration of diverse stakeholders to transition socio-economic regimes in smart cities towards equitable and prosperous place to live, work and play for all citizens. Inevitably, this creates tensions as stakeholders such as corporate tech firms attempt to keep the status quo and resist socio-economic transition.

Big data in smart cities has the potential to empower citizens through open transparent information underpinning participatory governance, stimulating new thinking and alignment of ideas with policy makers, private and third sector stakeholders. Despite this, there has been little focus to date in the academic literature on how big data citizen insight produced in smart cities can be mobilised from an urban governance perspective. This Doctoral research draws on the multi-level perspective (MLP) to understand how big data citizen insight provides a means to understand citizens’ behaviour informing new governance mechanisms at the local level that facilitate socio-economic transition to more inclusive cities.

Specifically, the focus is on how big data citizen can be mobilised by the concept of social marketing. Commercial marketing seeks to create value by understanding the various needs of diverse groups of customers, selecting relevant segments of customers with similar needs and targeting them with value propositions. Social marketing is the application of marketing principles to transform peoples’ well-being and social welfare. This research will use a qualitative case study of specific smart cities to uncover how big data insight with social marketing facilitates ‘smart governance’ as a key characteristic, driving citizens’ participation and involvement with other stakeholders to transition them to equitable and prosperous places to live, work and play for all citizens.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project
• A demonstrable interest in the research area associated with the studentship

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• Masters at 65%
• Research project completion within taught Masters degree or MRES

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

• Full Award: (full-time tuition fees + £19,000 (tbc))
• Part Award: (full-time tuition fees + £9,500)
• Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

• Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
• Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
• Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
• Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living